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论文编号：	10652
作者编号：	2120162865
上传时间：	2018/12/7 23:28:45
中文题目：	LK公司消化针剂营销策略研究
英文题目：	Research on Marketing Strategy of LkGIIV
指导老师：	范厚华
中文关键字：	医药销售；市场定位；营销策略
英文关键字：	Pharmaceutical Sales; Market Positioning; Marketing Strategy
中文摘要：	大型制药企业下属的销售几十亿的成熟产品业务部，执行公司总的下沉基层市场的战略，在资源减少竞争激烈，想达到稳定现有市场，开拓基层市场的目标的情况下，面临着本部门营销转型，处理好，将走出困难期，反之继续大量人员流失，销售低迷。 本文研究对象是世界500强的LK公司消化综合业务部销售占40%的消化针剂业务，消化针剂是15年以上的2个成熟产品，业务面临种种挑战，核心大医院受国产品的激烈竞争，和国家对此品类产品限控的影响，困难重重。下沉基层，中小医院开拓，进展缓慢。7个月人员流失近四分之一，如何在营销战略策略层面思考，利用好有限资源，重新细分市场、选择、定位，制定相应策略，达到稳定核心业务、基层医院增长、稳定团队的目标。 论文结合处方药特点，用PEST、五力模型、SWOT等分析工具，分析了公司内外部整体状况，需要用有限资源和人力，精准营销。结合处方药特点，医疗机构状况，细分五类医院，类别不同选择相应的目标科室。以客户为中心，依据医生面对的情境分析需求，进行基于医学、药理和产品的角度，分析产品定位、市场选择，强化聚焦。根据4P理论，讨论了几方面相应的策略：产品差异化策略；做好降价准备；院外渠道，与经销商协作，以渠道顺畅为目标医院选择的必要条件，医院里面科学筛选客户，使院内渠道保持通畅；促销借专家体系，由上到下，由中心到外周；品牌方面强化公司品牌，宣传公众形象。在营销执行保障方面，在人员招聘，一线经理能力培养，组织结构调整，等几个方面提出相匹配的保障措施。 论文试图通过分析，探索成熟产品医药销售业务部业务变革时期，运用营销理论分析核心业务，并制定出相应的营销策略和保障措施。对制药企业有一定的借鉴意义。
英文摘要：	Nowadays, business departments, which are subordinate to large pharmaceutical enterprises and in charge of selling billions of dollars of mature products, are faced with reduced resources and intense competition, when they execute their head office’s overall grass-roots market-oriented strategy. If they want to reach the goal of stabilizing the existing market and expanding the grass-roots market, they need to confront marketing transformation. If they deal with marketing transformation successfully, they will go through difficult times. Otherwise, they will suffer severe employee turnover and sluggish sales. In this paper, the General Digestive Business Department of LK, one of the Fortune Global 500 companies, was studied. Its digestive injection business accounts for 40% of total sales of the company and mainly contains two mature products, which have been sold for more than 15 years. Therefore, this business is faced with various challenges. It’s very difficult to seize market shares from key large-scale hospitals, because domestic products are very competitive and China has many restrictive policies on such products. Meanwhile, the progress of expanding the grass-roots market (i.e. middle and small-sized hospitals) was very slow. In 7 months, this business department lost almost one quarter of its staff. Then, how to consider this situation from a perspective of marketing strategy? How to make use of the limited resources and re-segment, re-choose and re-position the market to work out a successful strategy, in order to reach the goal of stabilizing the core business, increasing the market share among grass-roots hospitals and stabilizing the sales team? In this paper, taking into consideration characteristics of prescription drugs, analysis tools such as the PEST, the Five Forces Model and SWOT analysis were used to analyze the company’s internal and external overall conditions. The conclusions are as follows: limited resources and labor should be used in a proper way to realize precision marketing. Given characteristics of prescription drugs and conditions of medical institutions, hospitals were classified into five categories. For different categories, correct medical departments should be chosen as the target. Based on customers and practical conditions that doctors are faced with, market needs were analyzed. Product positioning and market targeting were analyzed from the perspective of medicine, pharmacology and product. Based on the 4P Theory, corresponding strategies were discussed from several prospects: product differentiation strategy; be prepared for price-cutting; cooperate with non-hospital sales channels such as dealers; select hospitals that have unhindered sales channels; select customers in hospitals scientifically, keeping unhindered sales channels within hospitals; make use of experts to promote products; enhance the company brand and promote the company’s public image. In terms of marketing execution, other supporting measures were proposed, including personnel recruitment, first-line manager’s competence development and organizational structure adjustment. This paper tries to analyze and explore medicine sales departments in charge of mature products and their business transition period. In this paper, marketing theories were used to analyze the core business and work out corresponding marketing strategies and supporting measures. Therefore, this paper is of referential value for pharmaceutical enterprises.
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