N制药公司G产品中国市场营销策略研究
发布时间：2018-08-01 13:48
【摘要】：糖尿病目前已经成为了全球一个严重的公共卫生问题,每年死于糖尿病的人数远远高于死于艾滋病的人数,它已经成为发达国家继心血管病和肿瘤之后的第三大非传染性疾病。中国已经成为糖尿病人口大国,可能达到警戒级别。随着我国改革开放的深入,农村城镇化,肥胖人群和老龄人口的增加,妊娠期糖尿病的增加,糖尿病患病人数还将继续上升。疾病患病率上升的结果是糖尿病用药市场规模的快速增大。因此,糖尿病口服用药是国内外众多药企争抢的疾病市场。G产品是在上述背景下,由N公司在2012年中国市场上推出的一类新型糖尿病口服用药。而同类的产品已经在中国市场上推出,并陆续有更多的DPP4抑制剂原研及仿制药将出现在中国的医药市场上并形成竞争。制定完善、合理的市场营销策略是决定企业发展和市场竞争中的关键性因素。本文拟通过对G产品的内外部情况进行深入的调研,首先利用PEST分析方法、4P理论以及SWOT对G产品的行业宏观和微观环境进行分析并识别G产品的优劣势,从而抓住机遇,发挥优势,规避风险,并从处方药营销重要影响因素患者区隔、医生对药品的采纳和化合物的治疗吸引力三方面分析G产品营销策略制定重要因素,使用STP方法制定G产品的市场定位,从而得出G产品在中国市场的营销策略方案。最后,从营销团队构建、企业文化的营造、加强市场调研和反馈的制定、学术平台搭建提出确保G产品的市场营销策略的保证实施,分析出在竞争日益激烈的市场环境下,企业能够提高营销水平、提高市场竞争力的几个方面,从而期望G产品能够在中国市场营销上取得成功。
[Abstract]:Diabetes has become a serious global public health problem, the number of deaths per year is far higher than the number of deaths from AIDS, it has become the third largest non-communicable disease after cardiovascular disease and cancer in developed countries. China has become a country with a large population of diabetes and may reach a warning level. With the deepening of reform and opening up in China, the urbanization of rural areas, the increase of obese population and aging population, and the increase of gestational diabetes mellitus, the number of diabetic patients will continue to rise. The result of the rise in disease prevalence is a rapid increase in the scale of the drug market for diabetes. Therefore, oral diabetes medication is a new type of diabetes oral drug used by N Company in China in 2012, which is a disease market competing for by many drug companies at home and abroad. Similar products have been launched in the Chinese market, and more DPP4 inhibitors and generic drugs will appear in the Chinese pharmaceutical market and form competition. Making perfect and reasonable marketing strategy is the key factor in enterprise development and market competition. In this paper, through the deep investigation of the internal and external situation of G products, first of all, we use PEST analysis method and SWOT to analyze the macro and micro environment of G products and identify the advantages and disadvantages of G products, so as to seize the opportunity. Exerting advantages, avoiding risks, and analyzing the important factors of making G product marketing strategy from three aspects: patients' distinction, doctors' adoption of drugs and the therapeutic attraction of compounds. The market orientation of G product is established by STP method, and the marketing strategy of G product in China is obtained. Finally, from the marketing team construction, the enterprise culture construction, strengthens the market research and the feedback formulation, the academic platform construction proposed to ensure the G product marketing strategy guarantee implementation, analyzed in the increasingly competitive market environment, Enterprises can improve the marketing level and improve the competitiveness of the market in several aspects, so that G products can be expected to be successful in Chinese marketing.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
本文编号：2157780
[Abstract]:Diabetes has become a serious global public health problem, the number of deaths per year is far higher than the number of deaths from AIDS, it has become the third largest non-communicable disease after cardiovascular disease and cancer in developed countries. China has become a country with a large population of diabetes and may reach a warning level. With the deepening of reform and opening up in China, the urbanization of rural areas, the increase of obese population and aging population, and the increase of gestational diabetes mellitus, the number of diabetic patients will continue to rise. The result of the rise in disease prevalence is a rapid increase in the scale of the drug market for diabetes. Therefore, oral diabetes medication is a new type of diabetes oral drug used by N Company in China in 2012, which is a disease market competing for by many drug companies at home and abroad. Similar products have been launched in the Chinese market, and more DPP4 inhibitors and generic drugs will appear in the Chinese pharmaceutical market and form competition. Making perfect and reasonable marketing strategy is the key factor in enterprise development and market competition. In this paper, through the deep investigation of the internal and external situation of G products, first of all, we use PEST analysis method and SWOT to analyze the macro and micro environment of G products and identify the advantages and disadvantages of G products, so as to seize the opportunity. Exerting advantages, avoiding risks, and analyzing the important factors of making G product marketing strategy from three aspects: patients' distinction, doctors' adoption of drugs and the therapeutic attraction of compounds. The market orientation of G product is established by STP method, and the marketing strategy of G product in China is obtained. Finally, from the marketing team construction, the enterprise culture construction, strengthens the market research and the feedback formulation, the academic platform construction proposed to ensure the G product marketing strategy guarantee implementation, analyzed in the increasingly competitive market environment, Enterprises can improve the marketing level and improve the competitiveness of the market in several aspects, so that G products can be expected to be successful in Chinese marketing.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
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，本文编号：2157780
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