H公司抗肿瘤产品营销策略研究
发布时间：2018-12-13 11:24
【摘要】：进入21世纪,中国的经济有了突飞猛进的发展,综合实力不断提升,但环境污染和生态破环也日益严重。生态破环造成食物和水源的污染,快节奏的生活让人们的压力不断增加,许多疾病的发病率也日益上升。据2012年世界癌症报告显示,全世界每年恶性肿瘤新增患者约1400万,死亡约800万,在新产生的患者中,我国居民占全世界总发病人数的22%,死亡人数占26%,超过全世界癌症患者死亡总数的四分之一。2014年我国医药工业总产值达到25798亿元,同比增长15.7%。预计2020年中国会成为仅次于美国的第二大医药生产国和消费国。从全球范围内来看,医药行业在疲软的全球经济中一枝独秀。据IMS统计数据,2014年全球医药市场规模约10650亿美元,医疗器械市场规模为3450亿美元左右。国务院总理李克强在新医改方面强调三医联动,即“医保、医疗、医药”紧密结合,协同改革。在政府的科学引导下也出现了一些新的气象,三明模式、宁波模式、乌海模式都是改革的先锋,也成为2015年医疗行业的热门话题。在全民医保,节约控费的背景下,我国医药企业如何紧跟时代脉搏,在研发创新能力、经营运作能力以及营销推广能力上获得全面的提升成为医药企业面临的重要课题。甲磺酸阿帕替尼是新型靶向抗癌药物,属于自主研发的1.1类新药,此产品在这一领域已经站在了制药企业第一梯队的起跑线上。但是研发经验的积淀与积累,并不能完全运用于产品的市场运作方面。一个优秀的创新产品,不仅要的治疗效果上有显著的优势,而且要在市场运作和营销策划方面有出色的表现,只有这样才能在众多竞争对手中脱颖而出,取得经济效益和社会效益的双丰收。甲磺酸阿帕替尼的营销模式成功与否,也关系到后面其他产品未来的经济价值和市场前景。因此,运用市场营销学的基本理论和分析方法,深入分析研究甲磺酸阿帕替尼营销方案并从中积累经验对后续产品的市场运作用也有重要的意义。
[Abstract]:In the 21st century, China's economy has developed by leaps and bounds, and its comprehensive strength has been continuously improved, but environmental pollution and ecological destruction have become increasingly serious. Ecological destruction causes pollution of food and water, fast-paced life is increasing people's stress, and the incidence of many diseases is on the rise. According to the 2012 World Cancer report, there are about 14 million new cases of malignant tumors and about 8 million deaths in the world every year. Among the newly developed patients, the residents of our country account for 22 of the total number of cases in the world, and the number of deaths accounts for 26. In 2014, the total output value of China's pharmaceutical industry reached 2.5798 trillion yuan, an increase of 15.7% over the same period last year. China is expected to become the second largest pharmaceutical producer and consumer after the United States by 2020. Globally, the pharmaceutical industry dominates the weak global economy. According to IMS, the global pharmaceutical market was about $1.065 trillion in 2014, and the medical device market was about $345 billion. Premier Li Keqiang of the State Council stressed the three medical linkage in the new health care reform, that is, "health care, medicine," a close combination of coordinated reform. Under the scientific guidance of the government, some new phenomena have emerged. The Sanming model, Ningbo model and Wuhai model are the vanguard of the reform and have become a hot topic in the medical industry in 2015. Under the background of universal medical insurance and cost saving, how to keep up with the pulse of the times and how to improve the ability of R & D innovation, operation and marketing has become an important issue facing pharmaceutical enterprises. Apatinib mesylate is a new type of anticancer drug, which belongs to the category 1.1 new drug developed by itself. This product has been on the starting line of the first echelon of pharmaceutical enterprises in this field. However, the accumulation and accumulation of R & D experience can not be fully applied to the market operation of products. An excellent innovative product not only has significant advantages in therapeutic effect, but also has outstanding performance in market operation and marketing planning. Only in this way can it stand out among many competitors. To achieve economic and social benefits of the double harvest. The success of Apatinib is also related to the future economic value and market prospects of other products. Therefore, it is of great significance to use the basic theory and analytical method of marketing to analyze and study the marketing scheme of Apatinib mesylate and to accumulate experience from it.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.72
本文编号：2376454
[Abstract]:In the 21st century, China's economy has developed by leaps and bounds, and its comprehensive strength has been continuously improved, but environmental pollution and ecological destruction have become increasingly serious. Ecological destruction causes pollution of food and water, fast-paced life is increasing people's stress, and the incidence of many diseases is on the rise. According to the 2012 World Cancer report, there are about 14 million new cases of malignant tumors and about 8 million deaths in the world every year. Among the newly developed patients, the residents of our country account for 22 of the total number of cases in the world, and the number of deaths accounts for 26. In 2014, the total output value of China's pharmaceutical industry reached 2.5798 trillion yuan, an increase of 15.7% over the same period last year. China is expected to become the second largest pharmaceutical producer and consumer after the United States by 2020. Globally, the pharmaceutical industry dominates the weak global economy. According to IMS, the global pharmaceutical market was about $1.065 trillion in 2014, and the medical device market was about $345 billion. Premier Li Keqiang of the State Council stressed the three medical linkage in the new health care reform, that is, "health care, medicine," a close combination of coordinated reform. Under the scientific guidance of the government, some new phenomena have emerged. The Sanming model, Ningbo model and Wuhai model are the vanguard of the reform and have become a hot topic in the medical industry in 2015. Under the background of universal medical insurance and cost saving, how to keep up with the pulse of the times and how to improve the ability of R & D innovation, operation and marketing has become an important issue facing pharmaceutical enterprises. Apatinib mesylate is a new type of anticancer drug, which belongs to the category 1.1 new drug developed by itself. This product has been on the starting line of the first echelon of pharmaceutical enterprises in this field. However, the accumulation and accumulation of R & D experience can not be fully applied to the market operation of products. An excellent innovative product not only has significant advantages in therapeutic effect, but also has outstanding performance in market operation and marketing planning. Only in this way can it stand out among many competitors. To achieve economic and social benefits of the double harvest. The success of Apatinib is also related to the future economic value and market prospects of other products. Therefore, it is of great significance to use the basic theory and analytical method of marketing to analyze and study the marketing scheme of Apatinib mesylate and to accumulate experience from it.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.72
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1 季建广;H公司抗肿瘤产品营销策略研究[D];中央民族大学;2016年
，本文编号：2376454
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