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论文编号：	10358
作者编号：	2120163019
上传时间：	2018/12/6 9:55:12
中文题目：	JK公司头孢泊肟酯颗粒营销策略研究
英文题目：	Research on Cefpodoxime Proxetil Granules Marketing Strategies of JK Company
指导老师：	任星耀
中文关键字：	市场定位 营销组合策略 头孢泊肟酯颗粒
英文关键字：	Marketing positioning Marketing mix tactics Cefpodoxime Proxetil Granules
中文摘要：	近几年以来，在政策层面上国家加大了对医疗体制改革的力度，医药行业发展面临着一些新的机遇和挑战。如何在经济新常态下从市场竞争策略上谋划企业发展，如何在既定的营销策略指导下掌控市场全局，获得高额利润，已成为制药企业在中国经济快速发展的今天不得不面对的重要课题。本文介绍了JK公司头孢泊肟酯颗粒营销策略的研究背景与研究意义，提出头孢泊肟酯颗粒营销策略的研究方法和研究内容。对JK公司头孢泊肟酯颗粒的营销环境展开分析，主要为儿童抗生素药品的宏观环境分析，儿童抗生素药品市场客户需求与竞争分析，JK公司头孢泊肟酯颗粒优势、劣势、机遇与威胁等SWOT分析，在此基础上，对JK公司头孢泊肟酯颗粒展开了STP分析，从终端客户角度和渠道客户角度对头孢泊肟酯颗粒进行市场细分、目标市场选择，并对头孢泊肟酯颗粒市场定位进行了分析。提出JK公司头孢泊肟酯颗粒的营销组合策略，重点阐述了其中的产品策略、价格策略、渠道策略、促销策略。为保障这些营销组合策略的顺利实施，最后从技术研发保障、人员保障和服务保障等方面提出JK公司头孢泊肟酯颗粒营销策略实施保障措施，从而促进JK公司头孢泊肟酯颗粒营销业绩的快速增长。
英文摘要：	In recent years, the policy level of the state has increased its efforts in reforming the medical system. The development of the pharmaceutical industry faces some new opportunities and challenges, how to plan the development of the enterprise from the market competition strategy under the new economic normal, how to control the overall situation of the market under the guidance of the marketing strategy, and obtain high profits have become an important issue that pharmaceutical companies have to face today in the rapid development of China's economy. This paper introduces the research background and research significance of the marketing strategy of JK enterprise Cefpodoxime Proxetil Granules, and proposes the research methods and research contents of Cefpodoxime Proxetil Granules marketing strategy. The outhor analyzes the marketing environment of JK enterprise's Cefpodoxime Proxetil Granules, including macro environmental analysis of children's antibiotic drugs, customer demand and competition analysis of children's antibiotics market, and the strengthness, weakness, opportunities and threats for JK enterprise's Cefpodoxime Proxetil Granules. The STP analysis was carried out on JK enterprise's Cefpodoxime Proxetil Granules, and the market segmentation of Cefpodoxime Proxetil Granules was selected from the perspective of end customers and channel customers, and the target market was selected accordingly. The marketing mix tactics of JK enterprise's Cefpodoxime Proxetil Granules was proposed, and the product tactics, price tactics, channel tactics and promotion tactics were suggested. In order to ensure the smooth implementation of these marketing mix tactics, the safeguarding measures for the JK enterprise's Cefpodoxime Proxetil Granules marketing tactics implementation were proposed from the aspects of technology research and development support, personnel protection and service guarantee, thus improving the marketing performance of JK enterprise's Cefpodoxime Proxetil Granules.
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