Z生物医药公司学术营销策略研究

发布时间：2017-12-31 19:31

本文关键词：Z生物医药公司学术营销策略研究　出处：《广东工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：肿瘤生物免疫治疗技术是二十一世纪肿瘤治疗的高新技术。与放化疗治疗肿瘤技术不同,肿瘤生物免疫细胞治疗技术具有疗效好、毒副作用低、无耐药性的显著优势,因此成为肿瘤综合治疗的重要部分和肿瘤学科最有发展前景的技术之一。2000年美国“国际肿瘤生物/免疫治疗及基因治疗”年会总结报告中就指出：“生物治疗是目前知道的唯一一种有望完全消灭癌细胞的治疗手段,21世纪是肿瘤生物治疗的时代”。肿瘤生物治疗作为治疗肿瘤的新治疗方式,具体有如下现状：1随着国家肿瘤生物治疗市场法律法规的完善,将有许多中小型肿瘤生物治疗公司逐步被淘汰；2我国肿瘤消费市场潜力大,为了获取利润,开展肿瘤生物治疗的公司都通过各种方式争取市场份额,积极探索肿瘤生物治疗的营销策略研究；3肿瘤患者和患者亲属的文化逐渐提高,消费心理和行为日渐成熟。巨大的市场潜力、丰厚的利润以及日渐成熟的消费者市场为肿瘤生物治疗市场带来了不易的发展机遇和挑战。随着新的诊断治疗技术的不断发展,医生必须不断学习,以提高治疗技术水平和学术地位,而医生掌握新的技术很大程度上依赖于医药学术人员的学术推广和专业媒体的信息传播。本文分为六部分,第一部分是绪论；第二部分是公司介绍和学术营销现状；第三部分是公司学术营销的问题；第四部分是公司学术营销问题的原因分析；第五部分是公司学术营销策略对策,在对市场营销、运营管理,学术营销上的理解基础上,结合作者自身的工作经验积累和理解,以Z公司现有的运营管理模式和学术营销策略为例,深入分析其在运营管理和学术营销模式的特点以及结合工作实践,从工作中发现存在的问题,结合问题进行具体分析,并找到相对应的解决方案,为该公司在目标市场的推广提供参考方案。基于该研究总结出有关医药生物治疗公司学术营销的策略,提供一套具有可执行的方法,为Z公司自身及其他肿瘤生物治疗企业提供一套可借鉴的、科学的学术营销和运营管理体系。
[Abstract]:The treatment of tumor immune high-tech twenty-first Century tumor therapy. With the treatment of cancer chemotherapy is different, tumor biological immune cell therapy technology has good curative effect, low toxicity, no significant advantage of resistance, thus become the important part of the comprehensive treatment of tumor and tumor, the most promising technology in the United States in.2000 "the international tumor biology / immunotherapy and gene therapy in the summary report pointed out:" the biological treatment is the only known method is expected to completely destroy cancer cells treatment, twenty-first Century is the tumor biological therapy era. "
Biological treatment of tumor as a new treatment for cancer, specifically as follows: 1 with the improvement of the national status of tumor biological treatment market laws and regulations, there will be many small and medium sized tumor biological treatment company gradually be eliminated; 2 tumor in China a potential consumer market, in order to obtain profits, to carry out tumor biological treatment companies through a variety of ways the fight for market share, and actively explore the marketing strategy research on biological treatment of tumor; 3 tumor patients and relatives culture gradually improve, consumer psychology and behavior is becoming more and more mature. The huge market potential, has brought opportunities and challenges to the huge profits and gradually mature consumer market for tumor therapy. With the continuous development of the market the new technique of diagnosis and treatment, the doctor must keep learning, to improve the treatment level of technology and academic status, and doctors learn new technology To a large extent, it depends on the academic promotion of medical academics and the dissemination of information from professional media.
This paper is divided into six parts, the first part is the introduction; the second part is the introduction of the company and the academic marketing situation; the third part is the company's marketing academic problems; the fourth part is to analyze the reasons of academic marketing problems of the company; the fifth part is the company marketing strategy in the academic, marketing, operations management, based on the understanding of academic marketing on the combination of the author's own work experience accumulation and understanding, to Z company's existing management pattern and academic marketing strategy as an example, in-depth analysis of the characteristics of work in operations management and academic marketing mode and practice, find some problems in the work, make a concrete analysis combined with the problems and find solutions relative the reference scenario for the promotion of the company in the target market. The study summarizes the related medical and biological treatment, academic marketing strategy based on a The set has an enforceable method to provide a scientific, scientific marketing and operational management system for the Z company itself and other cancer biological treatment enterprises.

【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

【引证文献】