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论文编号：	10001
作者编号：	2120152884
上传时间：	2018/6/6 16:50:58
中文题目：	修正药业人参产品营销策略及实施研究
英文题目：	Ginseng products of Xiuzheng Pharmaceutical Group Marketing strategy and implementation research
指导老师：	李东进
中文关键字：	人参深加工产品；竞争环境，营销策略
英文关键字：	ginseng deep processing products; competitive environment;marketing strategy
中文摘要：	人参是地球上仅有的新生代第三纪孑遗植物之一，在经历过地质、气候变迁，导致大规模物种灭绝后，仅在极小范围内部还存在着少量，如今全球的人参基本上都分布在北纬33°至48°之间，中国、韩国、朝鲜等一些亚洲国家。人参在我国的发展历史长达四千多年，人参具有较大的医药用途，其本身是多年生草本植物，在我国也具有历史悠久的用途。中国就是人参的主要产出地之一，早在《神农百草经》中就已经对该类保健产品进行了记录，人参属于一种天然的药用补品。在我国，学者们已经对人参进行了四千年的研究工作，而且人参还被人们称之为“百草之王”。 人参是天然世界植物的补充成分，在全球的各个国家都具有较大的市场。人参中含有相对较多的功能，如人参皂苷、人参多糖等都是人参的重要功能，人参以及其中的提取物都能够在药品、食品等多个行业中进行应用。在欧美国家，生产保健药品的主要原材料也就是人参，如瑞士企业生产的金生能胶囊，能够让人们保持一定的精力和发展活力。在美国，人参片等人参产品的市场份额相对较高，人参也通常被开发与其他草药等混合在一起用于制作茶包，其前途无量。日本把人参作为汉方药，其主要的功能就是应用于进行临床治疗，日本有很多有名的化妆品公司也都把人参作为化妆品原料，使得其在化妆品市场中具有较高的市场地位。而在我国国内，人们本身也具有服用人参的习惯，人参可以说在全球市场中的需求相对较大，特别是在广东和浙江等经济相对较为发达的地区更加需求较多。然而，市场上有较多的人参品种，但是相对较有知名度的都是外国的一些有名企业，而我国的人参企业的产品则通常情况下都是原生态出现，未能保持其在市场中的竞争能力。 从世界范围来看，我国的人参产业在全球还处于相对较弱的地位。突出体现在，我国的人参产量和产值明显存在着脱节的发展趋势，其主要能够体现在我国的人参企业的竞争力明显较低。我国人参企业的就是规模不足，但是其科技化水平不高，还未能在该行业出现一些自主品牌，销售环节也和市场出现了脱节，未能在产业上形成有机联系。中国虽尽管在全球也属于人参制造大国之一，但是却未能保持其在市场中的竞争力。通过对人参发展现状进行分析，能够发现不少企业产品的技术含量不高，企业缺乏较强的竞争实力，其产品营销策略中也存在着较多问题。人参产品企业要求市场能够快速的进行回应，并提出和市场发展相吻合的发展战略。借助于产品、价格、渠道等各个要素提升企业的市场竞争力，并保持我国企业人参产品在市场中的主导地位。 2012年3月初期，《中华人民共和国食品安全法》对于人参产品提出了相关的规定，规定批准人参可以认定为新资源食品，从此人参能够在食品领域中加以应用，人们不会再对人参服用量进行限制，这一规定的提出从某种程度上推进了人参产业的快速发展。规定中还特别提出“5年及5年以下人工种植的人参”都可以作为新资源的食品，而在这之前提出了相对更加严格的生产规定。上述规定的出台，直接的保持了人参的开发和利用年限上占有一定的优势地位，并直接占领了较大的市场份额，同时有效地促进了我国人参产业实现较大发展。最终导致了学术界对人参进行研究进入到一个全新时期，同时也能够强化我国人参产品在全球的竞争力。这些年以来，为了能够保持上述产业得到复苏和快速发展，国家对该产业的发展提供了较大的扶持力度，鼓励学者们针对人参产品进行大量研究，而且还专门为开展人参研究工作提供了较多经费，减少税收，并强化金融业对该产业发展的扶持强化市场监管等有效措施，有效的推动了对经营主体的经营权力的保护。 在当前，人参产业面临着前所未有的发展机遇和挑战，但生产企业在具体的营销过程中却存在着诸多困难，如：营销方式单一，产品科技含量不高，以及产品的创新能力不足等。于是，本文中笔者以修正药业人参事业部作为具体的实例，借助于对其营销策略进行分析，同时也切合当地资源等，把市场定位策略应用到公司发展的研究中，应用到解决问题的方案中，修正药业人参事业部通过引进国际先进的生产工艺和设备及检测仪器，借助于企业的资金优势、人才优势、和科技优势等，能够较好的实现优势互补和共享资源的效果，同时也能够提升企业的创新能力，进而推动当地人参产业取得较大发展，提升产业的附加值，有效的推动当地的经济发展，通过人参特色产业的发展，把当地的旅游业和一些其他行业的发展都带动。 人参是我国的特色优势产业之一，同时也是吉林省最具有发展潜力的产业。吉林省的人参产业最大特点就是其地理优势明显，在世界上都十分有名。在人参行业存在着较大发展机遇的情况下，大力的发展人参产业是当前或者是未来产业发展的重点。所以，我国务必要通过打造具有特色的人参产业，并提升行业的附加值，提升我国人参产品在全球市场的竞争力。本文是以修正药业人参产品为例，展示现阶段人参市场的营销现状情况，通过对其外部环境及竞争环境的分析更准确定位本企业的目标市场。利用波特五力模型理论对现在企业的竞争环境进行分析，通过对现有人参产业市场细分，确定公司产品的最终目标市场，制定有特色的营销组合策略，包括传统的4P和服务营销策略的组合，打造出在人参市场中具有较大竞争能力的产品，加强企业的文化建设，同时提升产品的附加值，最终能够把人参品牌作为我国保健产业的一个较大的品牌。
英文摘要：	Ginseng is one of the Cenozoic tertiary relic plants on earth only, in geology, climate change, caused mass extinctions, within the minimal range, there are only a few, now the global ginseng are mostly distributed in the north latitude 33 ° to 48 ° between, some Asian countries such as China, South Korea, north Korea. Ginseng has a history of more than 4000 years in our country, and ginseng has a great medicinal use. It is a perennial herb and has a long history in our country. China is one of the main production areas of ginseng, which has been recorded in the shennong hundred grass classics, and ginseng belongs to a natural medicinal tonic. In our country, scholars have studied ginseng for four thousand years, and the ginseng is also known as the "king of grass". Ginseng is a supplement to natural world plants and has a large market in every country in the world. Ginseng contains more functions, such as ginseng saponin, ginseng polysaccharides are the most important function of ginseng, ginseng and the extract can be for application in medicine, food and other industries. In Europe and the United States, the main raw materials for the production of health care products are ginseng, such as jinsheng capsules produced by Swiss enterprises, which can keep people's energy and development vitality. In the United States, ginseng tablets and other ginseng products have relatively high market share, and ginseng is often developed and mixed with other herbs to make tea bags, which has a promising future. Ginseng as Chinese prescription medicine in Japan, its main function is used for clinical treatment, Japan has a lot of well-known cosmetics companies are also the ginseng as a cosmetic raw materials, make it has high market position in the cosmetics market. In our domestic, people itself also have the habit of taking ginseng, ginseng can say in the global market demand is opposite bigger, especially in relatively developed regions such as Guangdong and Zhejiang more demand more. On the market, however, there are more varieties of ginseng, but relatively well known are some famous foreign enterprises, while the enterprises in China of ginseng products usually appeared both native and failed to maintain its ability to compete in the market. In the current, the development of ginseng industry facing unprecedented opportunities and challenges, but production enterprises in concrete, however, there are many difficulties in the process of marketing, such as: single marketing, product technology content is not high, as well as the product of a lack of innovation, etc. So, in this article the author revised pharmaceutical ginseng group as an example, by means of analysis of its marketing strategy, as well as relevant to the local resources, such as the market positioning strategy is applied to the research of the development of the company, applied to the solution to solve the problem, the correction pharmaceutical ginseng group through the introduction of international advanced production technology and equipment and testing instruments, with the help of the enterprise capital advantages, talent advantage, and scientific and technological advantages, etc., can better realize the effect of complementary advantages and sharing of resources, but also can improve enterprise innovation ability, thus promote the local ginseng industry made great development, improve the added value of industry, Effectively promote the local economic development, through the development of the ginseng characteristic industry, the local tourism industry and some other industries development. Ginseng is one of the most advantageous industries in China, and also the most promising industry in jilin province. The biggest characteristic of ginseng industry in jilin province is its obvious geographical advantage, which is very famous in the world. In the case of large development opportunities in the ginseng industry, the development of ginseng industry is the focus of current or future industry development. Therefore, it is important for our country to enhance the competitiveness of our ginseng products in the global market by creating a distinctive ginseng industry and enhancing the added value of the industry. In this paper, based on fixed pharmaceutical ginseng products as an example, shows the present stage of ginseng market marketing present situation, through analyzing its external environment and competition environment more accurately locate the target market of this enterprise. Using the theory of porter five models to analyze now enterprise's competition environment, based on the existing ginseng industry market segmentation, determine the ultimate goal of the company's products in the market, develop distinctive marketing mix strategy, including the combination of the traditional 4 p marketing strategy and service, create the ginseng has higher competition ability of products in the market, strengthen the construction of enterprise culture, improve the added value of products at the same time, eventually be able to keep the ginseng brand as a major brand of health care industry in China. Ginseng is one of the Cenozoic tertiary relic plants on earth only, in geology, climate change, caused mass extinctions, within the minimal range, there are only a few, now the global ginseng are mostly distributed in the north latitude 33 ° to 48 ° between, some Asian countries such as China, South Korea, north Korea. Ginseng has a history of more than 4000 years in our country, and ginseng has a great medicinal use. It is a perennial herb and has a long history in our country. China is one of the main production areas of ginseng, which has been recorded in the shennong hundred grass classics, and ginseng belongs to a natural medicinal tonic. In our country, scholars have studied ginseng for four thousand years, and the ginseng is also known as the "king of grass".
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