GY医药公司OTC产品市场营销策略研究

发布时间：2018-01-07 14:37

本文关键词：GY医药公司OTC产品市场营销策略研究　出处：《上海交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：2009年,国家陆续颁布并实施了新的医药卫生体制改革(简称“新医改”)政策文件,医药市场竞争压力也越发激烈,医药企业调整和创新营销模式就迫在眉睫。医药市场营销在整个医药产业链中的作用至关重要,可以说是实现药品价值的最关键的一个环节。我国医药企业面临着新的机遇和挑战,GY医药公司开始对内外部营销环境和自身营销模式和现状进行重新审视和诊断分析,从而找到营销过程中的问题和根源,试图对现有营销模式和策略进行调整和优化,找到更加适合新形势要求的营销模式,提升自己在行业中的竞争力和市场业绩表现。本文总结我国医药市场的特征和发展趋势,把握竞争格局的演变特点,以市场营销理论、OTC相关理论和医药营销理论等为理论基础;以我国“新医改”为大背景,通过对GY医药公司所面临的内外部市场环境的研究,分析GY医药公司的经营现状和营销系统现状和问题,主要包括产品品牌单一、渠道推动力不强、创新能力不足、终端展示不到位等;最后提出一套系统的GY医药公司的营销策略调整思路和优化体系,制定了产品、渠道、定价和促销的营销组合策略和具体的实施建议。
[Abstract]:In 2009, the country promulgated and implemented the new medical and health system reform (referred to as "the new medical reform") policy document one after another, and the competition pressure in the medicine market became more and more intense. It is urgent for pharmaceutical enterprises to adjust and innovate the marketing mode. The role of pharmaceutical marketing in the whole pharmaceutical industry chain is very important. It can be said that it is the most critical link to realize the value of drugs. Chinese pharmaceutical enterprises are facing new opportunities and challenges. GY Pharmaceutical Company began to re-examine and diagnose the internal and external marketing environment and its own marketing model and current situation in order to find out the problems and root causes in the process of marketing. Try to adjust and optimize the existing marketing model and strategy to find a more suitable marketing model for the new situation. To improve their competitiveness and market performance in the industry. This paper summarizes the characteristics and development trends of the pharmaceutical market in China, grasp the evolution of the competitive pattern of the characteristics of the marketing theory. OTC related theory and pharmaceutical marketing theory as the theoretical basis; Based on the background of "New Medical Reform" in China, through the study of the internal and external market environment faced by GY Pharmaceutical Company, this paper analyzes the management status and marketing system status and problems of GY Pharmaceutical Company. Mainly includes the product brand single, the channel impetus is not strong, the innovation ability is insufficient, the terminal display is not in place and so on; Finally, a set of systematic GY pharmaceutical company's marketing strategy adjustment thinking and optimization system are put forward, and the marketing combination strategy of product, channel, pricing and promotion is formulated and concrete implementation suggestions are made.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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