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论文编号：	10953
作者编号：	2220160512
上传时间：	2019/6/13 23:39:46
中文题目：	新政策环境下A医药公司营销策略研究
英文题目：	Research on Marketing Strategy of A Pharmaceutical Company Under the New Policy Environment
指导老师：	张永强　教授
中文关键字：	A医药公司；新政策环境；市场定位；营销策略
英文关键字：	A medicine company；New policy environment；Market positioning； Marketing strategy
中文摘要：	医药产业是关系到国计民生的支柱性产业，在国家经济和人民生活水平不断提高的背景下，人们对医药的安全和质量要求越来越高，而我国的医药行业整体上还很落后，创新药匮乏，仿制药质量参差不齐，远不能满足国民的用药需求。为了缓解并最终解决这一矛盾，近些年来，国家政策频出，决心通过新一轮医改彻底解决医药行业的沉疴顽疾。比如“两票制”、仿制药质量和疗效一致性评价、上市许可持有人制度、药品审评审批、“4+7”带量采购等政策，从生产、营销、流通、消费等各个环节对医药行业进行规范化。这些新政策的出台与实施，一方面会加速我国医疗领域的有序发展，另一方面，对于医药企业而言，则充满着未知的机遇和挑战，尤其是仿制药质量和疗效一致性评价以及“4+7”带量采购这两项政策，对药企的影响最为深远。 本论文站在医A医药公司的角度，通过对仿制药质量和疗效一致性评价和“4+7”带量采购政策进行分析，结合A医药公司的业务现状和竞争环境以及新政策对A医药公司的影响，分析A医药营销层面面临的问题。论述营销组合策略、客户关系管理、服务营销策略的优化，并探索营销策略实施途径，提出通过人员布局、矩阵管理、人才培养等体系的的建立和优化，实现公司在新政策环境下的平稳转型和快速发展。 本论文紧密结合当下政策热点，综合运用现代营销管理理论，对A医药公司的业务现状、市场竞争环境进行了专业分析，并提出在新政策环境下营销策略调整的建议和实施路径，希望对其它医药企业的健康发展有所裨益。
英文摘要：	The pharmaceutical industry is a pillar industry that affects the national economy and the people's livelihood. Under the background of the continuous improvement of the national economy and people's living standards, people's requirements for the safety and quality of medicine are getting higher and higher, while the pharmaceutical industry in China is still very backward overall. Lack of innovative medicine, the quality of generic drugs is uneven, far from meeting the national drug demand. In order to alleviate and finally resolve this contradiction, in recent years, national policies have been frequent, and it is determined to completely solve the problem of the pharmaceutical industry through a new round of medical reform. For example, the "two-vote system", the evaluation of the quality and efficacy of generic drugs, the system of listing license holders, the approval of drug evaluation, and the procurement of "4+7", from production, marketing, circulation, consumption, etc. Standardize the pharmaceutical industry. The introduction and implementation of these new policies will accelerate the orderly development of China's medical field. On the other hand, for pharmaceutical companies, there are unknown opportunities and challenges, especially the evaluation of the quality and efficacy of generic drugs. The “4+7” procurement of these two policies has the most profound impact on pharmaceutical companies. This thesis is based on the perspective of A Pharmaceutical , through the analysis of the consistency of quality and efficacy of generic drugs and the “4+7” quantity procurement policy, combined with the business status and competition environment of A Pharmaceutical and the new policy. The impact of A Pharmaceutical Company summed up the problems faced by A Pharmaceutical Marketing. Finally, through the establishment and optimization of the “7P” marketing mix strategy, customer relationship management, service marketing strategy optimization and marketing strategy implementation, the company's new policy environment is realized through the establishment and optimization of personnel layout, matrix management and talent training. Smooth transformation and rapid development. This thesis closely gathers the current policy hotspots, uses management theory, marketing theory and other theories to conduct a professional analysis of the business status and market competition environment of A Pharmaceutical and gives suggestions for marketing strategy adjustment under the new policy environment. The implementation path is also useful for other pharmaceutical companies.
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