国药控股星鲨制药OTC药品营销策略研究
发布时间：2018-09-03 06:33
【摘要】：在2000年国家对药品实施分类管理制度之后,改变了一直以来药品销售市场以医院销售为主的惯例。如何在新的药品销售模式下,抓住机遇,找出企业存在的问题和困难,积极发挥企业原有优势,从而得到解决问题的方法,找出适合公司的市场营销策略,从而完成企业的战略目标,是目前国药控股星鲨制药面临的重大课题。本文以国药控股星鲨制药的OTC主打产品娃的福为研究对象,以市场营销理论为理论基础,借助对宏观环境、行业环境以及竞争对手分析,并通过SWOT分析等工具,确定娃的福维生素AD滴剂的OTC市场营销策略。娃的福是国控星鲨的OTC主导产品,该药品是OTC甲类儿童维生素A和维生素D补充药品,企业盈利主要依靠该产品。本文首先,应用“PEST”理论分析了企业经营的外部大环境,即政治环境、经济环境、社会环境和技术环境;其次,采用波特钻石理论对公司的竞争者、替代品、供方议价能力、买方的议价能力进行详细的分析,研判了企业及产品的行业环境和和竞争对手情况,通过SWOT分析并找出了娃的福的优势和劣势、以及面临的机遇和威胁并得出了四种战略。再次,通过对娃的福营销理念和目标的设计,产品定位、目标市场选择,找出企业及产品的发展方向。最后,为娃的福的市场营销制定产品策略、价格策略、渠道策略、促销策略等的营销策略。
[Abstract]:After the implementation of the classification management system in 2000, the practice of hospital sales was changed. How to seize the opportunity, find out the problems and difficulties existing in the enterprise, give full play to the original advantages of the enterprise, and get the solution to the problem, and find out the marketing strategy suitable for the company. In order to achieve the strategic objectives of the company, is currently the Chinese drug holding star shark pharmaceutical facing a major issue. In this paper, the author takes the OTC products of Star Shark Pharmaceutical as the research object, takes the marketing theory as the theoretical basis, analyzes the macro environment, the industry environment and the competitors by means of SWOT analysis, and so on. Determine the OTC marketing strategy for vitamin A D drops. It is the leading OTC product for the state-controlled star shark, a vitamin A and vitamin D supplement for OTC A children, which companies rely on for their profits. Firstly, this paper analyzes the external environment of enterprise management, that is, political environment, economic environment, social environment and technological environment by using "PEST" theory, secondly, adopts Porter diamond theory to deal with competitors, substitutes and suppliers' bargaining power. The buyer's bargaining power is analyzed in detail, the industry environment and competitors of the enterprise and its products are studied, and the advantages and disadvantages of the child's fortune are found out through SWOT analysis, as well as the opportunities and threats faced, and four strategies are obtained. Thirdly, through the design of marketing concept and goal, product positioning, target market selection, find out the development direction of enterprises and products. Finally, the product strategy, the price strategy, the channel strategy, the promotion strategy and so on.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
[Abstract]:After the implementation of the classification management system in 2000, the practice of hospital sales was changed. How to seize the opportunity, find out the problems and difficulties existing in the enterprise, give full play to the original advantages of the enterprise, and get the solution to the problem, and find out the marketing strategy suitable for the company. In order to achieve the strategic objectives of the company, is currently the Chinese drug holding star shark pharmaceutical facing a major issue. In this paper, the author takes the OTC products of Star Shark Pharmaceutical as the research object, takes the marketing theory as the theoretical basis, analyzes the macro environment, the industry environment and the competitors by means of SWOT analysis, and so on. Determine the OTC marketing strategy for vitamin A D drops. It is the leading OTC product for the state-controlled star shark, a vitamin A and vitamin D supplement for OTC A children, which companies rely on for their profits. Firstly, this paper analyzes the external environment of enterprise management, that is, political environment, economic environment, social environment and technological environment by using "PEST" theory, secondly, adopts Porter diamond theory to deal with competitors, substitutes and suppliers' bargaining power. The buyer's bargaining power is analyzed in detail, the industry environment and competitors of the enterprise and its products are studied, and the advantages and disadvantages of the child's fortune are found out through SWOT analysis, as well as the opportunities and threats faced, and four strategies are obtained. Thirdly, through the design of marketing concept and goal, product positioning, target market selection, find out the development direction of enterprises and products. Finally, the product strategy, the price strategy, the channel strategy, the promotion strategy and so on.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
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