诺华公司佳维乐组合营销策略研究

发布时间：2019-04-20 16:27

【摘要】：随着我国市场经济的快速发展,国内医药市场也随着国外医药企业进入而迅猛发展。就糖尿病领域而言,2013年中国糖尿病用药市场规模已达173-3亿元,预计2018年糖尿病用药市场规模将达到341.4亿元。伴随而来的是药品市场竞争的日益激烈,就目前已经进入糖尿病领域并形成规模的的外资企业就有拜耳、诺和诺德、施贵宝、礼来、赛诺菲、诺华、阿斯利康、辉瑞,默沙东等。这些企业在为推动全球糖尿病的治疗和发展做出了巨大的贡献的同时,也获得了糖尿病市场的较大的市场份额,因此,各家公司之间的产品在糖尿病市场中的竞争也非常强烈,所以产品的疗效和有竞争力的市场营销策略在竞争中就显得至关重要。文章查阅了诸多文献资料,详细了解了市场营销的相关概念,并对市场营销的相关理论如SWOT分析法、STP分析法,组合营销理论等进行研究比较分析。文章还对市场营销管理发展现状进行了描述,同时,对已有药品市场营销策略研究的内容、方法进行了比较分析,以便为课题的研究提供理论和实践依据。文章的主体部分对目前公司的情况进行了描述分析,也分析了糖尿病市场的发展概况。依据以上分析,文章首先运用SWOT分析法分析了佳维乐的内部环境的优势和劣势、外部环境的机会和威胁,并制定了佳维乐的相关战略方案。其次,文章应用STP分析法对糖尿病市场进行细分,选择佳维乐的目标市场,并确定佳维乐的市场定位。最后,文章在4P营销策略的基础上,结合服务营销的3P,运用7P营销组合策略制定了佳维乐的产品、定价、渠道、促销、人员、有形展示和过程策略。为药品市场营销的研究提供了一个可以参考的理论研究方法。综合以上研究,文章认为,现有的市场营销方法对药品的市场营销策略制定具有实际的指导意义。鉴于药品这一商品的特殊性,现有的药品市场策略研究方法需要根据相应的药品特点制定合适的组合营销策略。对于未来药品市场营销管理的发展,文章认为未来医药市场的营销将更趋向于服务性,医药市场营销策略的制定需要更多地考虑提供服务营销的策略。
[Abstract]:With the rapid development of China's market economy, the domestic pharmaceutical market has also developed rapidly with the entry of foreign pharmaceutical enterprises. As far as diabetes is concerned, China's diabetes drug market has reached 173-300 million yuan in 2013 and is expected to reach thirty four billion one hundred and thirty nine million nine hundred and ninety nine thousand nine hundred and ninety nine yuan in 2018. With the increasingly fierce competition in the pharmaceutical market, the foreign companies that have entered the diabetes field and formed a scale are Bayer, Novartis, Squib, Lilly, Sanofi, Novartis, AstraZeneca and Pfizer. Mercadon, etc. While making great contributions to the treatment and development of diabetes worldwide, these enterprises have also gained a large market share of the diabetes market, so the competition among companies in the diabetes market is also very strong. Therefore, the efficacy of the product and competitive marketing strategy is very important in the competition. This article has consulted a lot of literature materials, has understood the related concept of marketing in detail, and has carried on the comparative analysis to the marketing related theory such as the SWOT analysis, the STP analysis, the combination marketing theory and so on. The article also describes the current situation of marketing management, and compares and analyzes the contents and methods of the research on the marketing strategy of the existing drugs, in order to provide theoretical and practical basis for the research of the subject. The main part of the article describes and analyzes the current situation of the company, but also analyzes the general situation of the development of the diabetes market. Based on the above analysis, this paper first analyzes the advantages and disadvantages of the internal environment, the opportunities and threats of the external environment by using the SWOT analysis method, and draws up the relevant strategic scheme of the Jiaviluo. Secondly, the article uses STP analysis to segment the diabetes market, select the target market of Jiaviluo, and determine the market positioning of Jiaviluo. Finally, on the basis of 4p marketing strategy and combined with 3P of service marketing, this paper applies 7p marketing mix strategy to formulate the product, pricing, channel, promotion, personnel, physical display and process strategy of Jiaviele. It provides a reference theoretical research method for the research of drug marketing. Based on the above research, the paper holds that the existing marketing methods have practical guiding significance to the formulation of marketing strategies of drugs. In view of the particularity of this commodity, the current drug market strategy research methods need to formulate appropriate combination marketing strategies according to the characteristics of the corresponding drugs. For the development of pharmaceutical marketing management in the future, this paper thinks that the future marketing of pharmaceutical market will be more service-oriented, and the formulation of pharmaceutical marketing strategy requires more consideration of the strategy of providing service marketing.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.72

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