BH药业公司抗菌类原料药产品营销组合策略研究

发布时间：2018-12-09 19:33

【摘要】：在医药工业“十二五”规划的指引下,我国医药行业仍将稳步发展,经济增长和政策保障将促进医药消费快速增长,在调结构促转型的大趋势下,我国原料药产业集中度、技术创新、质量安全、国际竞争力等方面均有一定程度的提升,在新版GMP的换证过程中,也将整体提升医药产品的质量和价值,这为我国原料药企业的发展创造了良好的外部环境。BH药业公司成立于2002年,为国家GSP认证企业,通过长期的积累和努力,公司已成功为华南地区最具影响力的药业企业。过去,抗菌类原料药不是BH药业公司的发展重点,缺少有效的投资,同时BH药业公司的缺少对抗菌类原料药产品的营销战略和策略规划,营销策略的实施和保障存在一些误区,致使BH药业公司大部分抗菌类原料药产品的市场竞争力不足,无法给公司带来效益。论文通过运用SWOT分析工具对BH药业公司原料药产品的外部营销环境和公司的现状展开分析和研究,利用QSPM矩阵工具确定公司的营销策略应定位在抗菌类原料药的市场开发上。最后围绕着抗菌类原料药的营销策略定位,以4V理论(差异化(Variation)、功能化(Versatility)、附加价值(Value)、共鸣(Vibration))为制定营销策略的理论基础,制定符BH药业公司发展实际和适应市场环境的有效的产品营销策略,有针对性的提出抗菌类原料药产品营销策略,提高公司原料药的销售业绩,扩大市场规模,并且提出BH药业公司实施营销策略的保障措施,使公司能够更加高效的开展抗菌类原料药产品的营销活动。
[Abstract]:Under the guidance of the 12th Five-Year Plan of the pharmaceutical industry, the pharmaceutical industry in China will still develop steadily. Economic growth and policy guarantee will promote the rapid growth of pharmaceutical consumption. Technological innovation, quality and safety, and international competitiveness have all been promoted to a certain extent. The quality and value of pharmaceutical products will also be improved in the process of changing certificates for the new version of GMP. This has created a good external environment for the development of Chinese API enterprises. BH Pharmaceutical Co., Ltd. was established in 2002 as a national GSP certification enterprise. Through long-term accumulation and efforts, the company has successfully become the most influential pharmaceutical enterprise in South China. In the past, antimicrobial API was not the focus of BH pharmaceutical company's development, and it lacked effective investment. At the same time, BH pharmaceutical company's lack of marketing strategy and strategy planning of antimicrobial API products, the implementation and guarantee of marketing strategy had some misunderstandings. As a result, the market competitiveness of most antimicrobial API products of BH Pharmaceutical Company is insufficient, which can not bring benefits to the company. This paper analyzes and studies the external marketing environment and the present situation of the raw drug products of BH Pharmaceutical Company by using the SWOT analysis tool, and uses the QSPM matrix tool to determine that the marketing strategy of the company should be positioned on the market development of the antimicrobial API. Finally, around the marketing strategy positioning of antimicrobial API, the theory of 4V (differential (Variation), functional (Versatility), added value (Value), resonance (Vibration) is used as the theoretical basis for the formulation of marketing strategy. To develop effective product marketing strategy of BH Pharmaceutical Company, which can adapt to the market environment, put forward the marketing strategy of antimicrobial API products, improve the sales performance of the company, expand the market scale, And put forward the safeguard measures of BH Pharmaceutical Company to implement marketing strategy, so that the company can carry out the marketing activities of antimicrobial API products more efficiently.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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