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论文编号：	11042
作者编号：	2120142925
上传时间：	2019/6/22 22:48:37
中文题目：	KM制药集团股份有限公司营销策略研究
英文题目：	Study on Marketing Tactics of KM Pharmaceutical Group
指导老师：	刘建华
中文关键字：	KM 制药集团，制度保障措施，营销组合策略，市场定位
英文关键字：	Kunming pharmaceutical group, system safeguard measure, marketing mix strategy, market fixed position
中文摘要：	本文以中国医药市场的行业发展实际情况为研究背景，选取 KM 制药集团 股份有限公司（以下简称“KM 集团”）为研究对象，探讨其营销策略的问题。首先，对药品的概念、分类、特性以及发展趋势作了简要介绍，并回顾了市场 营销的相关理论，包括环境分析工具、STP 理论和营销组合策略理论；其次，对 KM 集团营销环境、行业宏观环境、营销策略的制定以及营销策略的实施保障进行了系统的分析。得出如下结论，目前国内药物市场发展尚未成熟，具有较好的行业发展前景和巨大的市场空间，KM 集团依托集团先进的技术资源以及丰富的产品、资金和政策资源具有良好的市场发展趋势，但营销策略系统的 不完善以及销售队伍的薄弱化是制约其发展的关键因素。 目前 KM 集团存在的问题主要有：药物种类较多但价格略贵于竞争对手， 且中药材原材料价格上涨，导致集团产品市场份额不够大；由于集团刚完成合 并，内部人员磨合需要时间，所以造成人员在区域市场下沉，且合并团队以西 药抗生素销售人员为主，造成零售团队人员对于中药制剂专业度不够；过去市 场遗留问题可能存在隐患，比如合并前贝克诺顿，昆中药，浙江南湖制药的市 场遗留问题；没有全面系统的营销策略方案，导致市场占有率和覆盖率均呈现 偏低的状态。 为解决上述问题，在对 KM 集团优势、劣势、机会和威胁进行详细分析的 基础上，将集团的产品进行目标市场的细分与定位，针对不同的目标市场提出 不同营销策略建议，主要包括产品、价格、渠道、促销、人员、过程和有形展 示七个方面，并根据制定的营销策略从企业文化、制度、人员及资源四个方面 论述其实施过程中的保障措施。 本文的创新点在于根据 KM 的集团发展态势，基于医药行业的实际市场的 需求出发，制定适合 KM 集团发展的营销策略，为其多元化发展打下坚实基础。 本文的研究成果，不仅对 KM 集团实现健康可持续发展以及提升其市场核心竞 争力有着重要的意义，同时也值得其他同类的医药企业借鉴学习。
英文摘要：	Based on the actual situation of the development of China's pharmaceutical market, this paper selects kunming pharmaceutical group co., LTD. (hereinafter referred to as "KM group") as the research object to discuss its marketing strategy. Firstly, the concept, classification, characteristics and development trend of drugs are briefly introduced, and relevant theories of marketing are reviewed, including environmental analysis tools, STP theory and marketing mix strategy theory. Secondly, the marketing environment of KM group, the macro environment of the industry, the formulation of marketing strategy and the implementation guarantee of marketing strategy are systematically analyzed. Conclude that the current domestic drug market development is not yet mature, has a good industry development prospects and great market space, KM group relying on advanced technology and rich products, capital and policy resources has the good market development trend, but the marketing strategy system not perfect and the weakness of sales force is a key factor of restricting its development. At present, KM group mainly has the following problems: a large variety of drugs, but the price is slightly higher than its competitors, and the price of raw materials for Chinese medicinal materials increases, leading to the insufficient market share of the group's products; Since the merger of the group has just been completed, it takes time for internal staff to run in together, so the staff sink in the regional market. In addition, the combined team is mainly composed of sales staff of western medicine and antibiotics, resulting in insufficient professional degree of the retail team for traditional Chinese medicine preparations. There may be hidden problems in the market left over from the past, such as the market left over from the merger of baker NORTON, Kunming traditional Chinese medicine and Zhejiang Nanhu pharmaceutical; There is no comprehensive and systematic marketing strategy, resulting in low market share and coverage rate. To solve the above problems, the strengths, weaknesses, opportunities and threats of KM group, on the basis of detailed analysis, the group's products to the target market segmentation and positioning, according to different target markets suggest different marketing strategy, including product, price, channel, promotion, people, processes and physical features seven aspects, and according to the formulation of marketing strategy from the enterprise culture, system, personnel and resources four aspects discusses the safeguard measures in the process of its implementation. The innovation of this paper lies in that according to the development trend of KM group and based on the actual market demand of the pharmaceutical industry, the marketing strategy suitable for KM group development is formulated to lay a solid foundation for its diversified development. The research results of this paper are not only of great significance for KM group to achieve healthy and sustainable development and improve its core market competitiveness, but also worth learning from other similar pharmaceutical enterprises
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