QB公司止痛贴膏营销策略研究
发布时间：2019-06-10 21:01
【摘要】：风湿疼痛、腰酸背痛、跌打肿痛等各种疼痛随处可见,关节炎、肩周炎、颈椎病、骨质增生等疾病严重影响人类健康。传统的口服药物、手术等方式对身体的伤害较大,新型透皮制剂通过“内病外治”方式治疗疾病,不伤肝肾,以疗效显著、安全性高、无副作用等优点深受广大消费者喜爱。在止痛贴膏领域,云南白药、羚锐、奇正等品牌竞争日趋激烈,在进口原材料持续涨价的大背景下,如何使新上市的产品能在剧烈的市场竞争中占有一席之地,并不断发展壮大,市场营销尤为重要。本文以QB公司止痛贴膏为例,通过对外用贴膏剂的营销环境进行分析,运用“五力模型”明确公司的机会和威胁,结合SWOT分析,确定公司的优劣势条件,从而通过市场细分、目标市场选择及市场定位,制定相应的市场营销策略。论文通过文献研究、问卷调研以及比较分析的方法,提出以国际领先技术水凝胶剂型增强药物渗透和吸收,增强产品疗效和体验感,降低不良反应的“差异化”产品策略；采取高品质,相同市场零售价的“高质同价”价格策略；以连锁药店、医院为主的营销渠道构建及多元化设计和厂商协同的渠道策略；以“祛风又补肾,止痛更彻底”强调止痛彻底,治愈伤痛防复发的沟通诉求,整合传统媒体,聚焦公益活动、事件营销,多种传播手段相结合,制定综合有效的沟通策略,提高产品知名度,有效实现产品的销售与推广,使QB公司止痛贴膏具备竞争力,企业不断发展壮大。
[Abstract]:Rheumatic pain, low back pain, fall swelling pain and other pain can be seen everywhere, arthritis, periarthritis of shoulder, cervical spondylosis, hyperosteogeny and other diseases seriously affect human health. Traditional oral drugs, surgery and other methods are more harmful to the body. The new transdermal preparation is popular with consumers for its advantages of "external treatment of internal and external diseases", no injury to liver and kidney, remarkable curative effect, high safety and no side effects. In the field of Zhitong paste, Yunnan Baiyao, antelope, Qizheng and other brands are becoming increasingly competitive. Under the background of the continuous increase in the price of imported raw materials, how to make the newly listed products occupy a place in the fierce market competition. And continue to develop and grow, marketing is particularly important. This paper takes the Zhitong paste of QB Company as an example, analyzes the marketing environment of external paste, uses the "five forces model" to clarify the opportunity and threat of the company, combined with SWOT analysis, determines the advantages and disadvantages of the company, so as to subdivide the market. Target market selection and market positioning, formulate the corresponding marketing strategy. Through literature research, questionnaire investigation and comparative analysis, this paper puts forward a "differentiated" product strategy to enhance the penetration and absorption of drugs, enhance the curative effect and experience of the products, and reduce the adverse reactions by using the international leading technology hydrogel dosage form to enhance the penetration and absorption of drugs, enhance the curative effect and experience of the products, and reduce the adverse reactions. Adopt the high quality, the same market retail price "high quality same price" price strategy, the chain drugstore, the hospital mainly the marketing channel construction and the diversification design and the manufacturer coordination channel strategy; With "dispelling the wind and tonifying the kidney, relieving pain more thoroughly", emphasizing the communication demand of relieving pain thoroughly, curing pain and preventing recurrence, integrating traditional media, focusing on public welfare activities, event marketing and various means of communication, we should formulate comprehensive and effective communication strategies. Improve the popularity of products, effectively achieve product sales and promotion, so that QB pain paste has competitiveness, the enterprise continues to develop and grow.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
本文编号：2496728
[Abstract]:Rheumatic pain, low back pain, fall swelling pain and other pain can be seen everywhere, arthritis, periarthritis of shoulder, cervical spondylosis, hyperosteogeny and other diseases seriously affect human health. Traditional oral drugs, surgery and other methods are more harmful to the body. The new transdermal preparation is popular with consumers for its advantages of "external treatment of internal and external diseases", no injury to liver and kidney, remarkable curative effect, high safety and no side effects. In the field of Zhitong paste, Yunnan Baiyao, antelope, Qizheng and other brands are becoming increasingly competitive. Under the background of the continuous increase in the price of imported raw materials, how to make the newly listed products occupy a place in the fierce market competition. And continue to develop and grow, marketing is particularly important. This paper takes the Zhitong paste of QB Company as an example, analyzes the marketing environment of external paste, uses the "five forces model" to clarify the opportunity and threat of the company, combined with SWOT analysis, determines the advantages and disadvantages of the company, so as to subdivide the market. Target market selection and market positioning, formulate the corresponding marketing strategy. Through literature research, questionnaire investigation and comparative analysis, this paper puts forward a "differentiated" product strategy to enhance the penetration and absorption of drugs, enhance the curative effect and experience of the products, and reduce the adverse reactions by using the international leading technology hydrogel dosage form to enhance the penetration and absorption of drugs, enhance the curative effect and experience of the products, and reduce the adverse reactions. Adopt the high quality, the same market retail price "high quality same price" price strategy, the chain drugstore, the hospital mainly the marketing channel construction and the diversification design and the manufacturer coordination channel strategy; With "dispelling the wind and tonifying the kidney, relieving pain more thoroughly", emphasizing the communication demand of relieving pain thoroughly, curing pain and preventing recurrence, integrating traditional media, focusing on public welfare activities, event marketing and various means of communication, we should formulate comprehensive and effective communication strategies. Improve the popularity of products, effectively achieve product sales and promotion, so that QB pain paste has competitiveness, the enterprise continues to develop and grow.
【学位授予单位】：云南大学
【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：2496728
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