QJ药业营销策略研究
发布时间：2019-02-20 07:57
【摘要】：医药行业涉及国民健康、社会稳定和经济发展,是国民经济中一个重要且特殊的行业。近年来,由于我国医药企业低水平重复建设以及药品品种严重趋同的现状,导致中国医药企业陷入恶性竞争,国家虽出台了一系列宏观调控措施,但要规范医药市场,再创医药事业的辉煌,还需要医药企业不断创新,改善管理,走有序竞争之路。本文基于市场营销战略相关理论及本人在QJ药业多年的工作经验,将营销管理理论与企业的经营运作相结合,通过大量的调查研究,对QJ药业当前的营销管理情况进行了全方位的分析和研究,找出其营销管理过程中存在的问题,进而针对这些问题,结合当前世界医药行业的发展现状和市场特点,提出了基于4Ps理论的营销创新策略,分别从产品策略、价格策略、促销策略、渠道策略及服务策略进行展开,提出了具体的解决措施。此外,通过加强组织和信息系统的建设与管理、企业文化创新等保障营销策略的有效实施,以期为QJ药业股份有限公司乃至我国中小制药企业在未来的市场竞争中谋取有利竞争地位提供借鉴。
[Abstract]:Pharmaceutical industry is an important and special industry in national economy, which involves national health, social stability and economic development. In recent years, as a result of the low level repeated construction of Chinese pharmaceutical enterprises and the serious convergence of drug varieties, Chinese pharmaceutical enterprises have fallen into vicious competition. Although the state has introduced a series of macro-control measures, it is necessary to standardize the pharmaceutical market. It is necessary for pharmaceutical enterprises to innovate, improve management and take the road of orderly competition. Based on the relevant theories of marketing strategy and my working experience in QJ pharmaceutical industry for many years, this paper combines the theory of marketing management with the operation of enterprises, through a large number of investigations and studies. This paper analyzes and studies the current marketing management of QJ pharmaceutical industry in all directions, finds out the problems existing in its marketing management process, and then combines the current development status and market characteristics of the pharmaceutical industry in the world, aiming at these problems. This paper puts forward the marketing innovation strategy based on 4Ps theory, which starts from product strategy, price strategy, promotion strategy, channel strategy and service strategy, and puts forward some concrete solutions. In addition, through strengthening the construction and management of the organization and information system, and ensuring the effective implementation of marketing strategies such as corporate culture innovation, In order to provide reference for QJ Pharmaceutical Co., Ltd. And the small and medium-sized pharmaceutical enterprises in our country to seek favorable competitive position in the future market competition.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72
本文编号：2426977
[Abstract]:Pharmaceutical industry is an important and special industry in national economy, which involves national health, social stability and economic development. In recent years, as a result of the low level repeated construction of Chinese pharmaceutical enterprises and the serious convergence of drug varieties, Chinese pharmaceutical enterprises have fallen into vicious competition. Although the state has introduced a series of macro-control measures, it is necessary to standardize the pharmaceutical market. It is necessary for pharmaceutical enterprises to innovate, improve management and take the road of orderly competition. Based on the relevant theories of marketing strategy and my working experience in QJ pharmaceutical industry for many years, this paper combines the theory of marketing management with the operation of enterprises, through a large number of investigations and studies. This paper analyzes and studies the current marketing management of QJ pharmaceutical industry in all directions, finds out the problems existing in its marketing management process, and then combines the current development status and market characteristics of the pharmaceutical industry in the world, aiming at these problems. This paper puts forward the marketing innovation strategy based on 4Ps theory, which starts from product strategy, price strategy, promotion strategy, channel strategy and service strategy, and puts forward some concrete solutions. In addition, through strengthening the construction and management of the organization and information system, and ensuring the effective implementation of marketing strategies such as corporate culture innovation, In order to provide reference for QJ Pharmaceutical Co., Ltd. And the small and medium-sized pharmaceutical enterprises in our country to seek favorable competitive position in the future market competition.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72
【参考文献】
相关硕士学位论文 前1条
1 牟永忠;DX药业公司营销策略研究[D];西南交通大学;2006年
，本文编号：2426977
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