颈复康药业营销策略研究
发布时间：2019-06-10 06:00
【摘要】：近几年,一系列针对医药行业的宏观政策的陆续出台,极大地释放了消费者对于药品的消费需求,提高了对各医药企业的管理要求。2015年是“十二五”规划的收官之年,回顾过往四年,国内医药行业快速增长。与此同时,很多企业也加入到瓜分医药市场份额的队伍中来,持续的竞争加快了医药行业重新洗牌的进程。如何在激烈的竞争中求得生存和发展,是当前所有医药企业必须思考的一个话题。因此,医药企业需要重新认识自己,改变原有营销思路,尽快制定符合自身发展的营销策略,保证企业持续健康发展。近几年随着竞争对手的加入和壮大,颈复康药业销售增长缓慢,公司内部存在的诸如产品结构单一、品牌意识缺乏、终端价格混乱、渠道管理乏力、促销投入不足等问题开始显现。今年公司提出到2018年实现20亿的销售目标,四年时间要实现这一宏伟目标迫切要求公司制定一套符合公司发展要求的营销策略以指导公司未来的营销工作。本文以营销相关理论为指导,在对颈复康药业营销现状分析的基础上提出了营销问题所在,并分析了问题产生的原因,文章明确了公司产品定位,对公司所面临的环境及自身的优劣进行了逐一分析。在此基础上,制定了包括产品策略、价格策略、渠道策略和促销策略等内容的营销策略,最后提出了营销策略实施的保障措施,确保营销策略的实施效果。
[Abstract]:In recent years, a series of macro policies for the pharmaceutical industry have been issued one after another, which has greatly released the consumer demand for drugs and raised the management requirements for various pharmaceutical enterprises. 2015 is the end year of the 12th five-year Plan. Looking back on the past four years, the domestic pharmaceutical industry is growing rapidly. At the same time, many enterprises have also joined the team to divide the pharmaceutical market share, and the continuous competition has accelerated the process of reshuffling the pharmaceutical industry. How to survive and develop in the fierce competition is a topic that all pharmaceutical enterprises must think about at present. Therefore, pharmaceutical enterprises need to re-understand themselves, change the original marketing ideas, and formulate marketing strategies in line with their own development as soon as possible, so as to ensure the sustainable and healthy development of enterprises. In recent years, with the entry and growth of competitors, the sales growth of Jingfukang Pharmaceutical Industry has been slow, such as single product structure, lack of brand awareness, chaotic terminal price and weak channel management. Problems such as insufficient investment in promotion began to emerge. This year, the company has set a sales target of 2 billion by 2018. In order to achieve this grand goal in four years, the company urgently needs to formulate a set of marketing strategies that meet the requirements of the company's development to guide the company's future marketing work. Guided by the relevant theories of marketing, this paper puts forward the marketing problems on the basis of the analysis of the present marketing situation of Jingfukang Pharmaceutical Industry, and analyzes the causes of the problems, and clarifies the product positioning of the company. The environment faced by the company and its own advantages and disadvantages are analyzed one by one. On this basis, the marketing strategy including product strategy, price strategy, channel strategy and promotion strategy is worked out. finally, the safeguard measures for the implementation of marketing strategy are put forward to ensure the implementation effect of marketing strategy.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
本文编号：2496228
[Abstract]:In recent years, a series of macro policies for the pharmaceutical industry have been issued one after another, which has greatly released the consumer demand for drugs and raised the management requirements for various pharmaceutical enterprises. 2015 is the end year of the 12th five-year Plan. Looking back on the past four years, the domestic pharmaceutical industry is growing rapidly. At the same time, many enterprises have also joined the team to divide the pharmaceutical market share, and the continuous competition has accelerated the process of reshuffling the pharmaceutical industry. How to survive and develop in the fierce competition is a topic that all pharmaceutical enterprises must think about at present. Therefore, pharmaceutical enterprises need to re-understand themselves, change the original marketing ideas, and formulate marketing strategies in line with their own development as soon as possible, so as to ensure the sustainable and healthy development of enterprises. In recent years, with the entry and growth of competitors, the sales growth of Jingfukang Pharmaceutical Industry has been slow, such as single product structure, lack of brand awareness, chaotic terminal price and weak channel management. Problems such as insufficient investment in promotion began to emerge. This year, the company has set a sales target of 2 billion by 2018. In order to achieve this grand goal in four years, the company urgently needs to formulate a set of marketing strategies that meet the requirements of the company's development to guide the company's future marketing work. Guided by the relevant theories of marketing, this paper puts forward the marketing problems on the basis of the analysis of the present marketing situation of Jingfukang Pharmaceutical Industry, and analyzes the causes of the problems, and clarifies the product positioning of the company. The environment faced by the company and its own advantages and disadvantages are analyzed one by one. On this basis, the marketing strategy including product strategy, price strategy, channel strategy and promotion strategy is worked out. finally, the safeguard measures for the implementation of marketing strategy are put forward to ensure the implementation effect of marketing strategy.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
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