英国毕业论文开题：中国市场营销战略以哈尔滨药业集团有限公司为例

发布时间：2016-04-24 12:19

论文题目：老师推荐
论文语种：英文
您的研究方向：管理
是否有数据处理要求：否
您的国家：英国
您的学校背景：
要求字数：2000字开题报告
论文用途：mba毕业论文
是否需要盲审（博士或硕士生有这个需要）：否
补充要求和说明：proposal

1.0 Introduction

1.1 Background

Over The Counter (OTC) refers to the drugs that consumers can directly purchase from pharmacies without doctors’ prescriptions (Wang, 2006). Since 2000, the scale of China's OTC drug market is constantly expanding. Statistics show that in 2000, the revenue of China’s OTC drug market was still only about 25.3 billion yuan (RMB) (Gong, 2004), but in 2011, China’s OTC market reached 175 billion yuan (RMB) (Su, Li, Hu and Chen, 2013). There is an increase of six times during nearly 10 years, China surpasses Japan and becomes the world's second largest OTC market (the United States is the first) (Zhang, Liu, Hu and Wang, 2013).
Marketing methods for OTC drugs are different from marketing methods for prescription drugs, which is a challenge for pharmaceutical companies (Minkus-McKenna, Beckley and Moskowitz, 2006). In the past, corporate sales of prescription drugs mainly faced hospitals, patients did not have the right to choose drugs, only doctors’ could select medicines (Gong, 2004), OTC drugs are sold through retail pharmacies, patients have the option in selecting the drugs, so for pharmaceutical companies, how to make their OTC drugs be identified by patients through their own correct marketing strategies is a major challenge that they face (Wang, 2006). Besides, China’s OTC drug market is characterized by low cost for getting market access, open competition, high product homogeneity and fierce competition (Wang, 2006). This makes pharmaceutical companies to increase and improve marketing strategies, but in practice, Chinese OTC drug enterprises have many problems in their marketing strategies, including neglect of brand building, high marketing costs and low customer loyalty, paying no attention to consumers’ views and so on  (Gong, 2004).

Harbin Pharmaceutical Group Co., Ltd. (Harbin Pharmaceutical Group) was founded in 1958(Wang, 2006). After 50 years of development, it has become a well-known large-scale integrated pharmaceutical company in China, its annual sales is about 50 billion yuan (RMB) (Su, Li, Hu and Chen, 2013). As a number of large international pharmaceutical companies enter into China and the emerging pharmaceutical companies in China develop rapidly, the competition in the OTC drug market becomes increasingly fierce (Zhang, Liu, Hu and Wang, 2013), Harbin Pharmaceutical Group also faces many challenges in marketing. This study takes Harbin Pharmaceutical Group as the research object to discuss its deficiency in its marketing strategies and attempt to put forward recommendations for it. The author hopes that this research can help the company to improve its marketing strategies, building a better brand image and improving its customer loyalty.

1.2 Aims and objectives

2.0 Literature review
2.1 Marketing theory of 4Ps and application of 4Ps in OTC drug marketing 
2.2 Marketing theory of 4Cs and application of 4Cs in OTC drug marketing
2.3 Critical analysis
3.0 Research methodology 
3.1 Research approach
3.1.1 Questionnaire
3.1.2 Interview
3.2 Data processing
3.3 Limitation
4.0 Research ethic
5.0 Research plan

References

Creswell, J. (2003). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 
London: International Educational and Professional Publisher.
Gong, W. (2004). Research on OTC brand management, Industrial Economics, 8(10), 105-107.
Jingdong, C., (2010). The 4R Theory and Empirical Study Based on Relationship Value. International Conference on E-Business and E-Government, 4695-4698.
Lauterborn, B. (1990). New Marketing Litany: Four Ps Passé: C-Words Take Over. Advertising Age, 61(41), 26.
McCarthy, E. J. (1960). Basic Marketing, a Managerial Approach. IL: Richard D. Irwin.
Minkus-McKenna, D., Beckley, J. and Moskowitz, H. R. (2006). Evaluation of in-Market Communications of Selected OTC Products Targeted to Older Consumers. Journal of Medical Marketing: Device, Diagnostic and Pharmacetical Marketing, 7(6), 222 - 232.
Oborne, C. A. and Luzac, M. L. (2005). Over-the-Counter Medicine Use Prior to and During Hospitalization. 2(39), 268 - 273.
Palmer, A. (2004). Introduction to Marketing - Theory and Practice, UK: Oxford University Press.
Saunders, M., Lewis, P. and Thornhill, A. (2007). Research Methods for Business Students (4th, ed.). Essex, Pearson Education Limited.
Schultz, D. E. (2001). Marketers: Bid Farewell To Strategy Based on Old 4Ps. Marketing News, 35(2),7.
Su, L., Li, T., Hu, Y. and Chen, J. (2013). Factor Analysis on Marketing Mix of Online Pharmacies – Based on the Online Pharmacies in China. Journal of Medical Marketing: Device, Diagnostic and Pharmacetical Marketing, 5(13), 93 - 101.
Wang, L. J. (2006). Analysis on OTC Brand Extension. Business management, 5(18), 203-211.
Wang, P. (2006). Study on OTC Drug Marketing Channels. Industrial Economics, 11(2), 56-68.
Zhang, N., Liu, J., Hu, H and Wang, Y. (2013).Cultural Consideration in Branding Strategy of Chinese Patent Medicine: Field Study in Singapore, Guangzhou and Hong Kong. Journal of Medical Marketing: Device, Diagnostic and Pharmacetical Marketing, 8(13), 160 - 170.

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