北京嘉林药业消栓肠溶胶囊山东市场营销策略

发布时间：2018-06-21 14:44

本文选题：中成药 + 区域市场　；参考：《山东大学》2015年硕士论文

【摘要】：近年来由于人民生活水平的提高和医疗保健意识的增强以及国家新医改的不断推行,使得药品市场每年都以较高的速度增大。同时新医改从政策上向中医药倾斜,增加了中成药在医保目录中的比例,再加上中国人民对于中医治疗观念的认可,使得中成药药品销售的增长率远超化学药品销售增长率。另外,由于老龄化的加剧和国民不良的饮食习惯使得心脑血管疾病发病率节节高升,因而心脑血管药物在总体医药市场中占据着较大的市场份额。基于以上两方面的原因,心脑血管中成药物市场增长明显。因而也吸引了众多的制药公司投入这一市场,导致在这一市场出现了一系列的乱象。在生产方面,绝大多数的制药公司就几乎没有研发方面的投入,而且在生产工艺方面也非常落后。在营销方面,由于没有外企成熟的营销模式可以借鉴,中成药的营销也陷入如何选定目标市场和市场定位的难题。在这一大背景下,北京嘉林药业股份有限公司决定布局这一市场,并且收购了由三门峡赛诺维制药有限公司所研发的消栓肠溶胶囊,进入到这一市场中。并且根据这一市场中现存产品的竞争情况,制定了相应的总体市场营销策略。以往对于药物营销研究多集中于针对全国市场的营销策略,很少关注区域市场。并且在市场细分中,大都没有对患同种疾病的患者根据疾病状况进行细化的分析。结合以上情况,为了研究中成药区域市场营销的特点及方法,本文对消栓肠溶胶囊在山东市场的区域市场营销策略进行介绍。本文采用了理论探讨、案例分析、参考文献的研究方法,同时结合市场营销理论以及工作体会,对消栓肠溶胶囊在山东的区域市场策略进行了阐述。本文介绍了北京嘉林药业股份有限公司通过对于山东市场的PEST分析、STP分析和SWOT分析,了解山东的医药市场情况、竞品情况,并选定目标市场进行市场定位的过程。其中,着重介绍了根据患者的疾病流程来确定目标市场并进行市场定位的方法。同时也结合以往的经验教训,制定了确保营销计划执行效果的保障条件。通过整个论述过程,作者得出如下结论：在目前的中成药市场环境下,必须进行专业化、学术化推广才能使产品获得持久的竞争力；而进行高质量的专业化推广的前提是选定目标市场和制定目标市场定位；在选定目标市场的过程中利用患者疾病流程分析能更精确地对患者进行细分。在促销策略中要重视学术会议的作用,因而要重视学会的作用,建立与学会领导人的合作关系；在渠道策略中要加强对公司商务人员的管控,重视与商业公司的合作。另外,现在医药营销已发展了三十多年,但是由于以往的营销模式多为粗放的代金销售模式。因而在进行专业化、学术化推广时,就要面临合格的专业化医药营销人才短缺的情况,因而在营销策略实施保障条件中最重要的就是对于一线销售人员的招聘、培训、激励和考核。
[Abstract]:In recent years, due to the improvement of the people's living standards, the enhancement of health care awareness and the continuous implementation of the national new medical reform, the drug market has increased at a high speed every year. At the same time, the new medical reform has been tilted from the policy to traditional Chinese medicine, which has increased the ratio of Chinese medicine to the medical insurance catalogue, and the Chinese people's concept of Chinese medicine treatment. As a result, the growth rate of Chinese patent medicine sales is far beyond the growth rate of chemical drug sales. In addition, the incidence of cardiovascular and cerebrovascular diseases is rising rapidly because of the aging and the bad eating habits of the people. Therefore, the cardiovascular and cerebrovascular drugs occupy a large market share in the general pharmaceutical market. Based on the above two reasons The market for drugs in the heart and brain is growing obviously. So it has also attracted a large number of pharmaceutical companies to invest in this market, leading to a series of chaos in this market. In production, the vast majority of pharmaceutical companies have little investment in research and development, and are very backward in production technology. In marketing, because of no With the mature marketing model of foreign enterprises, the marketing of Chinese patent medicine is also in the problem of how to choose the target market and market positioning. Under this background, Beijing Jialin pharmaceutical Limited by Share Ltd decided to arrange the market and bought the suppository enteric capsule, which was developed by the limited company in Sanmenxia. In the first market, according to the competition of the existing products in this market, the corresponding overall marketing strategy has been formulated. In the past, the research on drug marketing focused on the marketing strategy for the national market, with little attention to the regional market. And in the market segmentation, most of the patients with the same disease were not in accordance with the condition of the disease. In order to study the characteristics and methods of the regional marketing of Chinese patent medicine, this article introduces the regional marketing strategy of the suppository enteric capsule in the Shandong market. This article adopts the theoretical discussion, case analysis, the research method of reference literature, and the marketing theory and work experience. The regional market strategy of Xiao Shuan enteric capsule in Shandong is expounded. This paper introduces the PEST analysis, STP analysis and SWOT analysis of the Beijing Jialin pharmaceutical industry Limited by Share Ltd, to understand the medical market situation in Shandong, the situation of competitive products, and to select the market positioning process in the target market. According to the patient's disease process to determine the target market and the method of market positioning. At the same time, combined with the previous experience and lessons, we have formulated the guarantee conditions to ensure the implementation effect of the marketing plan. Through the whole process of discussion, the author draws the following conclusions: in the current market of Chinese patent medicine, it must be professionalization and academic promotion. The precondition for high quality and professional promotion is to select the target market and to set the target market, and to use the patient's disease process analysis to subdivide the patient more accurately in the process of selecting the target market. The role of the academic conference should be emphasized in the promotion strategy and therefore the importance should be paid attention to. The role of the society is to establish the cooperative relationship with the leaders of the society. In the channel strategy, we should strengthen the management and control of the business personnel of the company and attach importance to the cooperation with the commercial companies. In addition, medical marketing has been developed for more than thirty years. When popularizing, it is necessary to face the shortage of qualified professional pharmaceutical marketing talents, so the most important thing in the implementation of the marketing strategy is the recruitment, training, incentive and assessment for the front-line sales staff.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

【参考文献】