施贵宝公司“博路定”市场营销策略研究
发布时间：2018-10-09 17:00
【摘要】：本文通过分析抗乙肝病毒药物-核苷(酸)类似物在中国市场的竞争环境以及施贵宝公司处方药“博路定”的优势、劣势、机会、威胁,对“博路定”的市场细分、市场选择、市场定位和营销策略组合进行了系统研究。并对博路定营销策略的调整提出了建议。作为处方药,博路定在市场细分上,按照地理因素、医院潜力、客户潜力、使用科室、客户治疗观念和行为、目标病人群等多个因素对博路定的目标市场进行了细分。在细分市场的选择方面,对于按照医院潜力和按照客户治疗观念和行为划分出的细分市场,选择了差异化目标市场策略;对于按照地理因素划分出的区域市场选择了无差异化市场策略。在市场定位方面,博路定被定位为:对所有的慢乙肝病人,博路定是唯一证实可以为长期治疗的成功提供最佳保障的信心之选。在博路定的营销策略方面,本文结合了传统的“4P”理论对博路定的产品策略、价格策略、渠道策略和推广策略进行了系统分析。在产品策略方面,博路定具有“能够满足慢性乙肝患者抗乙肝病毒需求的药品”的核心价值,并且为患者提供了疾病咨询和用药指导等多方面的附加值。在产品线方面,目前施贵宝公司正在进行肝病领域产品线的积极扩充;在价格策略方面,分析了博路定的定价目标是在专利到期之前收回研发的巨额成本,分析了影响博路定定价的因素(药品本身价值、需求价格弹性、市场竞争);得出博路定具备选择“取脂”定价策略的条件:足够的购买者并且愿意接受较高的价格;仿制困难,竞争者难以迅速进入市场;与替代品相比有较大优势和不可替代性。在渠道策略方面,分析了博路定渠道三级分销体系的优势和弊端,并提出了建议;医院终端管理方面,分析了博路定的医院终端分级管理模式。在推广策略方面,分析了博路定的主要推广形式:学术活动推广、人员推广、公益活动推广以及品牌推广策略。在学术推广方面,研究了学术活动的实施主体-市场部的定位和作用;在人员推广方面,对博路定在推广人员的培训、考核、晋升、管理等方面进行了重点研究,并对施贵宝公司在人员推广方面的合规管理和诚信文化的建设做了分析和研究。在公益推广方面,分析了施贵宝公司与产品定位相适应的公益推广策略。博路定的营销策略铸就了该产品长达十年的辉煌,但在现阶段该产品面临着来自仿制品的激烈竞争。在产品定位上,无法有效的区隔仿制品是目前博路定在营销策略上面临的重大难题。文章最后对“博路定”如何有效的区隔仿制品做提出了建议,希望对“博路定”营销策略的调整有所帮助。
[Abstract]:This paper analyzes the competitive environment of anti-HBV drug nucleoside (acid) analogue in Chinese market and the advantages, disadvantages, opportunities and threats of Squibb's prescription drug "Poludine", as well as the market segmentation and market choice of "Borudine". Market positioning and marketing strategy combination are systematically studied. And put forward the suggestion to the adjustment of the marketing strategy of Boruding. As a prescription drug, Borudine subdivides the target market according to geographical factors, hospital potential, customer potential, use department, customer treatment concept and behavior, target patient group and other factors. In the choice of subdivision market, the strategy of differentiated target market is chosen according to hospital potential and customer treatment concept and behavior. For the regional market divided according to geographical factors, the strategy of non-differentiated market is chosen. In terms of market positioning, Poludine is positioned as: for all patients with chronic hepatitis B, Poludine is the only one that has proven to provide the best guarantee for the success of long-term treatment. In the aspect of marketing strategy of Poludine, this paper combines the traditional "4p" theory to analyze the product strategy, price strategy, channel strategy and promotion strategy of Poludine systematically. In terms of product strategy, Borudine has the core value of "drugs that can meet the needs of patients with chronic hepatitis B", and provides patients with disease counseling and medication guidance and other aspects of additional value. In terms of product line, at present, Squibb is actively expanding its product line in the field of liver disease. In terms of price strategy, it has analyzed that the pricing goal of Boruding is to recover the huge cost of research and development before the patent expires. This paper analyzes the factors that affect the pricing of Borudine (the value of the drug itself, price elasticity of demand, market competition), and concludes that Borudine has the conditions to choose the "fat-taking" pricing strategy: sufficient buyers are willing to accept higher prices; copying is difficult. It is difficult for competitors to enter the market quickly; they have greater advantages and are irreplaceable compared with substitutes. In the aspect of channel strategy, this paper analyzes the advantages and disadvantages of the three-level distribution system of Boludine channel, and puts forward some suggestions. In the aspect of hospital terminal management, it analyzes the hierarchical management mode of hospital terminal. In the aspect of popularizing strategy, this paper analyzes the main forms of Popularization: promotion of academic activities, promotion of personnel, promotion of public activities and promotion of brand. In the aspect of academic promotion, the positioning and role of marketing department, the main body of academic activities, and the training, assessment, promotion and management of extension personnel are studied. And Squibb company in the personnel promotion compliance management and integrity culture construction has done an analysis and research. In the aspect of public welfare promotion, the article analyzes the promotion strategy of Squibb company and product orientation. Poludine's marketing strategy has created a decade of glory, but at this stage the product is facing fierce competition from imitation. In terms of product positioning, it is an important problem to distinguish the imitation products from the marketing strategy. At the end of the paper, some suggestions on how to distinguish the imitation products effectively are put forward, which is helpful to the adjustment of the marketing strategy of Poludine.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72
本文编号：2260086
[Abstract]:This paper analyzes the competitive environment of anti-HBV drug nucleoside (acid) analogue in Chinese market and the advantages, disadvantages, opportunities and threats of Squibb's prescription drug "Poludine", as well as the market segmentation and market choice of "Borudine". Market positioning and marketing strategy combination are systematically studied. And put forward the suggestion to the adjustment of the marketing strategy of Boruding. As a prescription drug, Borudine subdivides the target market according to geographical factors, hospital potential, customer potential, use department, customer treatment concept and behavior, target patient group and other factors. In the choice of subdivision market, the strategy of differentiated target market is chosen according to hospital potential and customer treatment concept and behavior. For the regional market divided according to geographical factors, the strategy of non-differentiated market is chosen. In terms of market positioning, Poludine is positioned as: for all patients with chronic hepatitis B, Poludine is the only one that has proven to provide the best guarantee for the success of long-term treatment. In the aspect of marketing strategy of Poludine, this paper combines the traditional "4p" theory to analyze the product strategy, price strategy, channel strategy and promotion strategy of Poludine systematically. In terms of product strategy, Borudine has the core value of "drugs that can meet the needs of patients with chronic hepatitis B", and provides patients with disease counseling and medication guidance and other aspects of additional value. In terms of product line, at present, Squibb is actively expanding its product line in the field of liver disease. In terms of price strategy, it has analyzed that the pricing goal of Boruding is to recover the huge cost of research and development before the patent expires. This paper analyzes the factors that affect the pricing of Borudine (the value of the drug itself, price elasticity of demand, market competition), and concludes that Borudine has the conditions to choose the "fat-taking" pricing strategy: sufficient buyers are willing to accept higher prices; copying is difficult. It is difficult for competitors to enter the market quickly; they have greater advantages and are irreplaceable compared with substitutes. In the aspect of channel strategy, this paper analyzes the advantages and disadvantages of the three-level distribution system of Boludine channel, and puts forward some suggestions. In the aspect of hospital terminal management, it analyzes the hierarchical management mode of hospital terminal. In the aspect of popularizing strategy, this paper analyzes the main forms of Popularization: promotion of academic activities, promotion of personnel, promotion of public activities and promotion of brand. In the aspect of academic promotion, the positioning and role of marketing department, the main body of academic activities, and the training, assessment, promotion and management of extension personnel are studied. And Squibb company in the personnel promotion compliance management and integrity culture construction has done an analysis and research. In the aspect of public welfare promotion, the article analyzes the promotion strategy of Squibb company and product orientation. Poludine's marketing strategy has created a decade of glory, but at this stage the product is facing fierce competition from imitation. In terms of product positioning, it is an important problem to distinguish the imitation products from the marketing strategy. At the end of the paper, some suggestions on how to distinguish the imitation products effectively are put forward, which is helpful to the adjustment of the marketing strategy of Poludine.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72
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