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论文编号：	11204
作者编号：	2220150484
上传时间：	2019/12/9 10:56:35
中文题目：	拜耳公司阿司匹林药品中国市场营销策略研究
英文题目：	Study on the Marketing Strategy of Bayer Aspirin Drugs in China
指导老师：	李东进
中文关键字：	拜耳公司；拜阿司匹林肠溶片；医药市场；营销组合策略
英文关键字：	Bayer company; Bayer Aspirin enteric-coated tablets; Pharmaceutical market; Marketing combinatorial strategy
中文摘要：	医药产品是人类用以防病治病、康复保健等的特殊商品，直接关乎到我们每一个人的身体健康和生命安全。鉴于医药产品的特殊性，医药市场与其他市场相比，存在着医药消费以被动消费为主、医药市场需求缺乏弹性、需求波动大以及医药营销人员高度专业化等特点。 本文所要研究的拜耳阿司匹林药品诞生于十九世纪末，早已过了专利保护期，但作为拜耳公司的明星原研药在全球市场上依然极具竞争力。尤其是进入中国市场以来，拜阿司匹林在心脑血管病类药品市场上更是表现优异，长期处于市场领导者的地位。为何拜阿司匹林这种跨世纪的百年老药能够在我国竞争激烈的心脑血管病类药品市场上屹立不倒？这值得我们深入思考和研究。 本文以“拜耳公司的阿司匹林药品在中国的市场营销策略研究”为题，主要在以下几个方面展开论述：第一章为绪论部分，介绍本文的研究背景、研究的目的与意义、本研究所采用的方法以及全文的研究框架等；第二章为相关概念界定与理论基础分析，主要内容包括界定药品、医药市场、医药市场营销和医药市场STP战略等概念；阐述4P's 营销组合理论和4C's 营销组合理；分析营销组合理论在医药营销中的应用；第三章分析我国医药市场的宏观环境，包括我国医药市场的总体发展概况、我国医药市场的政策环境分析、我国医药市场的经济环境分析、我国医药市场的社会环境分析和我国医药市场的技术环境分析；第四章为拜耳公司及阿司匹林药品竞争对手分析，主要内容为拜耳公司介绍、拜耳公司在中国的发展、拜耳公司阿司匹林药品简介和拜耳阿司匹林药品的主要竞争对手分析；第五章为拜耳公司阿司匹林药品营销策略选择，阐述拜耳阿司匹林药品的目标市场选择战略、拜耳公司阿司匹林药品的产品策略、价格策略、渠道策略和促销策略。第六章是在案例分析的基础上，根据研究发现的问题，提出了拜阿司匹林药品在中国市场营销组合策略的实施保障；最后一章为结论与展望部分，总结本文研究观点，并对未来的研究方向进行展望。 拜阿司匹林在中国市场上的成功与其成功的营销策略密不可分。希望通过本文的研究，能够为我国医药企业开场市场营销活动提供有益的借鉴。
英文摘要：	Pharmaceutical products are special products used by humans for disease prevention and treatment, rehabilitation and health care, which are directly related to the health and safety for everyone. In view of the special nature of pharmaceutical products, this market compares with other markets, it has the characteristics of passive consumption, lack of flexibility and large fluctuations in demand, at the same time, it needs the highly specialized marketing persons who know the knowledges of pharmaceutical products. Therefore, the marketing strategies of pharmaceutical products are quite different from general products. The aspirin which was studied in this paper, it was born at the end of the 19th century and has already passed the patent protection period. However, as a star drug of Bayer, it is still very competitive in the global market. Aspirin has performed well in the cardiovascular and cerebrovascular diseases market, it has been the market leader for a long time. Why does aspirin which a century-old drug can stand firm in the competitive market of cardiovascular and cerebrovascular diseases in China? It deserves to consideration and research in-depth. This thesis is entitled "research on the marketing strategy of aspirin in China", which is mainly discussed in the following aspects: The chapter 1 is the introduction which introduces the research background, purpose and significance, methods adopted in this research and the research framework of the whole paper. The chapter 2 is the definition of relevant concepts and theoretical basis, mainly to define the concept of pharmaceutical market, pharmaceutical marketing, STP strategy, marketing combinatorial theory, the tools that marketing environment analysis, and expounding the marketing combinatorial theory and international market admission theory. The chapter 3 is analyzed the macro environment of Chinese pharmaceutical market, including the general developing situation of Chinese pharmaceutical market, the policy environment analysis of our pharmaceutical market, analysis of population environment, economic environment, social environment and technical environment. The chapter 4 is analyzed the market environment of cardiovascular and cerebrovascular diseases belonging to aspirin, including the overall situation of cardiovascular and cerebrovascular drug’s market development and analysis of major competitive products. The chapter 5 is a part of case study to analyze and evaluate the marketing strategy of aspirin in Chinese market. The chapter 6 is based on the case analysis to put forward the implementation guarantee of the marketing combinatorial strategy of aspirin in China according to the classification problems that are found. The last chapter is the conclusion and prospect, which summarizes the research views of this paper and forecasts the future research direction. The success of aspirin in Chinese market is closely related to its successful marketing strategy. Hope that can provide useful reference for opening marketing activities of Chinese pharmaceutical companies through this paper.
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