B医药企业的营销策略研究

发布时间：2018-05-27 23:00

本文选题：医药企业 + 营销策略　；参考：《安徽大学》2014年硕士论文

【摘要】：国内高新技术的生物制药行业作为一种技术性强的新兴产业,一直以来都只强调技术和生产,而轻视甚至是忽视了市场和营销。随着越来越多的拥有世界领先的先进制药技术、强大的资金实力、先进的市场营销理念、合理的销售组织架构、丰富的市场营销经验的如美国强生公司、英国葛兰素史克公司、美国惠氏公司等外国知名制药企业进入中国,相继发展；随着国外制药企业在我国行政保护的结束,技术壁垒的放开,我国药品仿制技术的提升,国内同行业竞争越来越激烈。由此,国内的高新技术的生物制药企业如何进行系统的市场营销环境研究,如何明确企业面临的机会、威胁和自身的优势、劣势,如何建立、健全企业的市场营销组合策略,如何进行相应的实施保障,最终实现企业可持续的健康发展就成了企业必须要面对和解决的问题。针对以上的现实背景,本文以安徽省内某拥有从原料药生产到中间体生产到制剂生产到销售一体产业链的高新技术的生物制药企业为例,在回顾了相关的市场营销基础理论和相关方法的基础上,借助"PEST分析”等方法分析了企业的宏观环境、行业环境和目标市场上的主要竞争对手,通过"SWOT分析法”明确了企业面临的市场机会、威胁及企业自身相较竞争对手的优势、劣势,最后借助“4Ps”这一核心的市场营销组合策略,从产品、价格、渠道、促销四个方面及信息时代的网络意识进行了企业市场营销组合策略的改进,并明确需通过完善企业现有的市场营销组织机构；制定、实施、控制市场营销计划；加强市场营销人员管理；完善市场信息搜集体系；树立市场战略观念等举措建立高效的营销管理体系为企业市场营销组合策略的实施提供保障。本文的研究从研究企业的实际出发,结合工作实际,实事求是地分析其市场营销的内、外部环境,针对其市场营销现状和问题提出了针对性、可行性、可操作性强的优化方案及实施保障。本文的研究成果不仅能对B企业的市场营销组合策略的改进起到积极作用,而且通过探讨高新技术的生物制药企业在市场营销管理中的不足及对策,对于其他相关企业的市场营销实践也将会提供一定的参考意义。
[Abstract]:As a new industry with strong technology, the domestic high-tech biopharmaceutical industry has always emphasized only technology and production, while neglecting and even neglecting the market and marketing. With more and more advanced pharmaceutical technology, strong financial strength, advanced marketing concept, reasonable sales organization structure, rich marketing experience such as Johnson, GlaxoSmithKline, the United States, the United Kingdom, GlaxoSmithKline Co., Ltd. With the end of administrative protection of foreign pharmaceutical enterprises in China, the opening of technical barriers and the promotion of imitation technology in China, the competition in the same field is becoming more and more fierce. Therefore, the domestic high-tech biopharmaceutical enterprises how to carry on the systematic marketing environment research, how to make clear the opportunity, the threat and the own superiority, the inferiority, how to establish and perfect the marketing combination strategy of the enterprise, How to carry on the corresponding implementation guarantee, finally realizes the enterprise sustainable healthy development has become the enterprise must face and solve the question. In view of the above realistic background, this paper takes a high-tech biopharmaceutical enterprise in Anhui Province as an example, which has integrated industry chain from raw drug production to intermediate production to preparation production to sales. On the basis of reviewing the basic theories and methods of marketing, this paper analyzes the macro environment, the industry environment and the main competitors in the target market by means of "PEST analysis" and other methods. Through "SWOT analysis", the paper defines the market opportunities, threats and the advantages and disadvantages of the enterprises compared with their competitors. Finally, with the help of "4Ps", the core marketing combination strategy, from the product, the price, the channel, The four aspects of promotion and the network consciousness of the information age have carried on the improvement of the marketing combination strategy of the enterprise, and have made it clear that the marketing organization should be perfected, the marketing plan should be formulated, implemented and controlled, and the marketing plan should be established, implemented and controlled. Strengthen the marketing personnel management, perfect the market information collection system, set up the market strategy idea and establish the efficient marketing management system to provide the guarantee for the implementation of the marketing combination strategy of the enterprise. The research of this paper starts from the reality of the research enterprise, combines the work reality, analyzes the internal and external environment of its marketing realistically, and puts forward the pertinence and feasibility according to the present situation and problems of its marketing. Operable optimization scheme and implementation guarantee. The research results of this paper can not only play a positive role in improving the marketing mix strategy of B enterprise, but also discuss the shortcomings and countermeasures of high-tech biopharmaceutical enterprises in marketing management. The marketing practice of other related enterprises will also provide some reference significance.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

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