新医改背景下A医药公调整研究

发布时间：2018-06-06 22:55

本文选题：处方药营销 + 学术营销　；参考：《东华大学》2015年硕士论文

【摘要】：医疗药品产业关于保护和维护国民健康、提高大众生活质量、增进经济发展和社会的和谐进步均具有非常重要的影响作用。相对于其他行业来讲，受经济因素影响相对较小。据IMS health数据显示，2010-2015年预计中国医药市场年均复合增长率为17.2%（+-4.0%），至2015年产业销售额将达到8224亿“十二五”规划的实施给我国医药经济带来新的强劲动力，公共卫生服务体系建设，社会保障制度的完善发展，社区医疗卫生基础建设都保障了医药市场发近30年来，医药产业无论从生产，销售，，流通等各个领域均发生了重大变化。以往的医药营销模式也几经变迁，从国内的带金销售到外企的学术推广，从传统的关系营销到备受认可的知识营销的转变，然而这些已远远跟不上整个行业的发展步伐。本文通过对中国宏观市场环境和医药行业政策影响下的跨国药企市场营销策略现状及做出的适应性调整实证研究，思索在新的医改制度下，医药企业如何获得并保持强劲持续的发展，公司战略和营销策略上又是如何做出适应环境变化的调整。本文通过阐述现代药品营销、学术营销、营销管理等基本理论，分析了国内医药市场的环境，国家医药有关政策及人文环境，尤其是运用PEST深入分析政策- A公司产品恩替卡韦为例，从市场细分，市场定位以及医生客户处方习惯的角度对A医药公司市场营销现状进行研究，运用SWOT分析等市场营销分析工具，分析了现阶段A公司产品恩替卡韦的优势和劣势，机会和威胁、产品定位、宣传策略等问题。针对A医药公司当前在中国市场营销实践中碰到的实际问题，结合中国独特的国情和市场环境，基于产品推广策略、销售渠道的管理、客户维护和企业品牌的推广等角度研究调整策略方案。并对方案本身可能遇到的问题给予阐述。本文所探究的是市场营销理论如何在著名跨国外资企业中实施的，希望通过本文的研究，能够为A医药公司市场营销的进步一部发展和中国医药制造企业的成长提供一些参考意见和思路。
[Abstract]:It is very important for the medical industry to protect and maintain the national health, improve the quality of life of the public, promote economic development and social harmony and progress. Compared with other industries, the impact of economic factors is relatively small. According to IMS health data, China's pharmaceutical market is expected to grow at an average annual compound growth rate of 17.2% (-4.0%) between 2010 and 2015. The implementation of the 822.4 billion "12th Five-Year Plan" will bring new and strong impetus to China's pharmaceutical economy and the construction of the public health service system. The perfect development of the social security system and the construction of the community medical and health infrastructure have ensured the development of the pharmaceutical market. In the past 30 years, the pharmaceutical industry has undergone great changes in production, sales, circulation and other fields. The former pharmaceutical marketing model has changed several times, from the domestic sales of gold to the academic promotion of foreign enterprises, from the traditional relationship marketing to the well-recognized knowledge marketing, but these can not keep up with the pace of the development of the whole industry. Based on the empirical study on the marketing strategies of multinational pharmaceutical enterprises under the influence of macro market environment and pharmaceutical industry policies in China, and the adaptive adjustment made, this paper thinks about the new medical reform system. How to obtain and maintain strong and sustained development of pharmaceutical enterprises, and how to adjust their strategies and marketing strategies to adapt to the changes in the environment. Based on the basic theories of modern drug marketing, academic marketing and marketing management, this paper analyzes the domestic medicine market environment, national pharmaceutical policies and humanistic environment, especially the use of PEST to analyze the policy. This paper studies the marketing status of A pharmaceutical company from the perspective of market segmentation, market orientation and prescription habits of doctors, and uses marketing analysis tools such as SWOT analysis, etc. This paper analyzes the advantages and disadvantages, opportunities and threats, product positioning and propaganda strategies of company A's products at present. In view of the actual problems encountered by A Pharmaceutical Company in the current marketing practice in China, combined with China's unique national conditions and market environment, based on the product promotion strategy, the management of sales channels, Customer maintenance and brand promotion and other aspects of the study of adjustment strategy. The problems that may be encountered in the scheme itself are expounded. What this paper explores is how the marketing theory is implemented in famous multinational foreign-funded enterprises, hoping that through the research of this paper, It can provide some suggestions and ideas for the development of A Pharmaceutical Company's marketing and the growth of Chinese pharmaceutical manufacturing enterprises.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.72;F274

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