至信药业中药饮片营销战略研究

发布时间：2018-11-11 12:22

【摘要】：近年来,由于政府对“大健康产业”的倡导和支持,新医改提出了“以预防为主”的方针,国家中医药管局也明确提出了“治未病”的医疗指导原则。尤其是《中医药法》的颁布,使得中医药行业作为传统医疗被更多的人了解、认可和重视。中医药也发挥了自身特有的优势,促使我国传统医学以及相关产业都得到了快速的发展。中药饮片行业作为传统行业,进入门槛不高,产品集中度较低,企业规模相对不大,产品的同质化生产情况严重。为了在竞争激烈的市场环境下,企业能够有更大的生存空间、更好的发展,就一定要以足够清晰的认识为基础,以明确的发展战略为保障,从市场营销出发,使得制订出的营销战略能够充分利用、发挥自身优质资源配置,维持可持续发展高度,最终达到竞争优势地位。在这一背景之下,本文希望通过对至信药业中药饮片营销战略的研究,为企业进一步拓展中药饮片市场、提供营销发展动力,从而更好拓展企业市场份额,达到提升企业竞争优势,增强企业实力的目标。本文通过对重要营销理论的回顾,如五力模型、PESE分析法、4P市场营销组合等,分析了中药饮片所处的行业及至信药业内外部环境状况;应用SWOT分析,明确了本企业当前存在的优势、劣势以及面临的机遇和挑战;采用STP营销理论对至信药业中药饮片目标市场的选择和定位进行了深入的分析,研究得出了适合本企业的营销战略,确立了营销体系。同时,对照至信药业制定的营销策略,建立了实施工作的保障措施,包括营销战略实施的组织保障、管理机制和风险控制三个部分,使其能够紧跟国家政策、抓牢发展机遇、最大限度发挥自身优势。此外,希望通过本文对至信药业中药饮片的营销战略的研究,为中药行业同类企业有关市场营销方面的理论和实践提供补充和参考,最终对企业未来的营销决策与执行提供一定的指导价值。
[Abstract]:In recent years, due to the government's advocacy and support for the "big health industry", the new medical reform has put forward the policy of "focusing on prevention", and the State Administration of traditional Chinese Medicine has also clearly put forward the medical guiding principle of "treating the disease without disease". In particular, the promulgation of the Chinese Medicine Law makes the traditional Chinese medicine industry as more people understand, recognition and attention. Traditional Chinese medicine has also developed its own unique advantages, which has promoted the rapid development of Chinese traditional medicine and related industries. As a traditional industry, the traditional Chinese medicine industry has low entry threshold, low product concentration, relatively small scale of enterprises, and serious homogenization of products. In order to have a greater living space and better development in a competitive market environment, enterprises must base themselves on a clear understanding, take a clear development strategy as a guarantee, and proceed from marketing. So that the marketing strategy can be fully utilized, give play to its own high-quality resource allocation, maintain a high level of sustainable development, and finally achieve competitive advantage. Under this background, this paper hopes that through the research on the marketing strategy of traditional Chinese medicine pieces in Zhixin pharmaceutical industry, it can further expand the market of traditional Chinese medicine and provide the motive force for the development of marketing, so as to expand the market share of enterprises better. To improve the competitive advantage of enterprises, enhance the strength of the objectives of enterprises. Based on the review of important marketing theories, such as five-force model, PESE analysis method and 4P marketing combination, this paper analyzes the internal and external environment of the Chinese herbal medicine industry. By using SWOT analysis, the advantages, disadvantages, opportunities and challenges faced by the enterprise are defined. The selection and orientation of the target market of traditional Chinese medicine in Zhixin pharmaceutical industry are analyzed by using STP marketing theory. The marketing strategy suitable for this enterprise is obtained and the marketing system is established. At the same time, compared with the marketing strategy formulated by the pharmaceutical industry, it establishes the safeguard measures for the implementation of the work, including the organizational guarantee, the management mechanism and the risk control of the implementation of the marketing strategy, so that it can keep up with the national policies and grasp the opportunities for development. Maximize your own advantages. In addition, it is hoped that the research on the marketing strategy of traditional Chinese medicine in Zhixin pharmaceutical industry will provide a supplement and reference for the marketing theory and practice of the similar enterprises in the traditional Chinese medicine industry. Finally, it provides certain guiding value for the future marketing decision and execution of enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

【参考文献】