YP制药杜密克药品营销策略研究

发布时间：2018-04-04 18:46

本文选题：YP制药　切入点：杜密克药品　出处：《广西大学》2014年硕士论文

【摘要】：进入二十一世纪以来,随着社会老龄化、现代生活节奏的加快、饮食习惯的改变以及社会、心理等因素的影响,我国便秘的发病率呈现逐年升高的趋势。便秘—这个似乎不值一提的“小毛病”,已成为越来越常见且威胁人类健康的病症。面对巨大的便秘药物市场,世界各大制药企业纷纷加大力度研发用于治疗便秘的药物。然而,企业若想在市场中抢占更多的市场份额,并在激烈的便秘市场中取得有利的竞争优势,从而保证产品在竞争中立于不败之地,制药企业应根据整体医药环境,找到适合自身发展的营销模式,比如,清晰的市场定位,精细的市场细分,灵活的营销手段等。 YP制药是一家领先的、产品广泛的、全球性的多元化医疗保健品公司,一直致力于探索维持健康的新药品、新技术和新方法,产品涉及药品、营养品、医疗器械、诊断仪器及试剂等多个领域。药品领域中,分为消化、心血管、妇科、泌尿、神经等产品线,其中,消化产品线最丰富,它拥有适用于肝病、胰腺和消化道疾病的共7个产品,杜密克药品是消化产品线中销售较大的产品之一,主要用于治疗慢性或习惯性便秘及肝性脑病。本论文以YP制药为例,以自己负责的杜密克药品为研究对象,充分运用市场营销理论方面的知识,围绕杜密克药品特点,从产品、价格、渠道、营销模式等方面对其进行分析；而后,在基于SWOT分析的基础上结合杜密克药品的营销目标来确定产品的营销策略；最后,为确保营销策略的顺利执行,分析并找出企业内部影响策略实施的因素,并提出合理的解决方案。通过对YP制药杜密克药品的研究,本文得出结论：在市场经济飞速发展的今天,企业要想在竞争中处于不败之地,就应顺着市场的发展变化不断地调整自身,从而使企业不断强大。同时,企业还必需不断地加以创新,才能在激烈的竞争中有所发展。
[Abstract]:Since twenty-first Century, with the aging of society, the pace of modern life, changing eating habits and social effects, psychological factors, the incidence of our constipation rate showed a trend of increasing year by year. The constipation seems worth mentioning "small problems", has become increasingly common and threaten the health of human face disease. Constipation drug market is huge, the pharmaceutical world enterprises have increased efforts to develop drugs for treatment of constipation. However, if enterprises want to seize more market share in the market, and obtain the competitive advantage in the fierce market constipation, so as to ensure the products in an invincible position in the competition, pharmaceutical enterprises should be based on the overall environment of medicine and find the appropriate development of the marketing mode, for example, clear market positioning, precise market segmentation, flexible marketing means.
YP is a leading pharmaceutical products, broad, diversified global health care products company, has been committed to exploring new drugs to maintain health, new technologies and new methods, products related to medicine, nutrition, medical devices, diagnostic instruments and reagents in many fields. In the field of medicine, divided into cardiovascular, digestive, Department of Gynecology, Urology, nerve and other product lines, among them, the most abundant digestive product line, it has suitable for liver disease, a total of 7 products of pancreas and gastrointestinal diseases, drug Duphalac is one of the larger product sales digestion product line, mainly used in the treatment of chronic or habitual constipation and hepatic encephalopathy.
In this paper, YP pharmaceuticals, for example, to his own Duphalac drugs as the research object, make full use of the knowledge of the marketing theory, the characteristics of drug Duphalac secret from the product, price, channels, analysis of its marketing mode; then, based on the analysis of the SWOT on the combination of Duphalac drug marketing target to determine the product marketing strategy; finally, to ensure the smooth implementation of the marketing strategy, analyze and find out the factors of implementing the internal influence strategy, and puts forward the reasonable solution.
Through the research of YP pharmaceutical drug Duphalac, this paper draws the conclusion: in today's rapid economic development, enterprise wants to be in an invincible position in the competition, we should follow the development of the market changes constantly adjust itself, so as to make the enterprise more powerful. At the same time, enterprises also must constantly innovate, can develop in the fierce in the competition.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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