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论文编号：	11498
作者编号：	2320170291
上传时间：	2019/12/19 11:34:56
中文题目：	K公司阿卡波糖片营销策略及其实施研究
英文题目：	Research on marketing strategy and implementation of acarbose tablets of K company
指导老师：	李桂华
中文关键字：	案例研究 目标市场 营销策略
英文关键字：	A case study Target market The marketing strategy
中文摘要：	随着我国人口老龄化和城市化的进度加快，慢性病的患者群逐年增加，糖尿病是慢性病的主要病症之一。目前Ⅱ型糖尿病是糖尿病最常见的种类，也是患者群数量最大的种类，Ⅱ型糖尿病的防治刻不容缓。阿卡波糖制剂是治疗Ⅱ型糖尿病的主要药物，进口原研产品占据市场主导地位。 K公司的阿卡波糖片是即将通过一致性评价并推向市场的仿制药产品，本文通过对K公司阿卡波糖片营销策略及实施进行研究，以便于尽快抢占市场，加速仿制药替换进口原研产品。在营销策略规划中应用了营销管理的4P营销组合理论、4C营销组合理论、STP营销理论。 目前医药行业处在医疗改革的新阶段，医药市场管理政策环境等方面发生了很大的变化，文中对两票制政策实施、仿制药一致性评价、辅助用药管理、金税三期等政策进行具体分析，并对医药环境变化对行业的深刻地影响进行综合阐述。针对阿卡波糖制剂市场，从四个角度进行市场细分，各个细分市场进行评估，依据市场情况对K公司阿卡波糖片进行市场定位，明确产品的竞争策略。 对阿卡波糖片的营销策略进行规划，分别从产品策略、分销策略、价格策略、推广策略、商业配送策略、客户关系管理策略进行具体阐述。最后，营销策略的实施需要有必要的保障措施。对于成熟的市场和产品，成本就是竞争力，控制成本就是增强竞争优势。新形势下的营销策略规划更精细化，营销策略实施需要有规范的业务流程来规范相关责任人的行为。营销策略的终端推广中，以往的大区招商经理单一架构已无法适应新的销售模式，转变为大区招商经理和大区推广经理双重架构。面对国家日益加强的监管力度，医药企业的健康、长期发展都离不开合规的财务体系。 K公司通过应用精准的营销策略来推动即将上市的阿卡波糖片的市场拓展，对于K公司来说，这是一个非常重要的市场增长点；对于整个糖尿病市场来说，仿制药替代进口原研产品，降低患者和国家社保资金负担具有积极意义。
英文摘要：	With the acceleration of population aging and urbanization in China, the number of patients with chronic diseases is increasing year by year, and diabetes is one of the main diseases of chronic diseases. Ⅱ diabetes is currently the most common types of diabetes, is also a group of patients with the largest number of species, Ⅱ diabetes prevention is urgently needed. Acarbose is the mainstay of treatment Ⅱ diabetes, import the original dominant products. The acarbose tablet of K company is a generic drug product that will pass the consistency evaluation and be put on the market. In this paper, the marketing strategy and implementation of acarbose tablet of K company are studied, so as to seize the market as soon as possible and accelerate the replacement of imported products by generic drugs. The 4P marketing mix theory, 4C marketing mix theory and STP marketing theory are applied in marketing strategy planning. Pharmaceutical industry in a new stage of health care reform at present, medical market management policy environment, great changes have taken place in this paper two votes policy implementation, generic consistency evaluation, auxiliary medication management, carry out specific analysis on gold 3 period, such as policy, and the pharmaceutical industry profoundly affect the way of environmental change. Aiming at the market of acarbose preparation, market segmentation was carried out from four perspectives and each market segment was evaluated. According to the market situation, the market positioning of acarbose tablet of K company was carried out to clarify the competitive strategy of the product. The marketing strategy of acarbose tablet is planned, which is elaborated from product strategy, distribution strategy, price strategy, promotion strategy, commercial distribution strategy and customer relationship management strategy. Finally, the implementation of marketing strategy needs necessary safeguard measures. To mature market and product, cost is competitive ability, control cost is to enhance competitive advantage. Under the new situation, the marketing strategy planning is more refined, and the implementation of marketing strategy needs a standardized business process to regulate the behavior of the relevant responsible person. In the terminal promotion of marketing strategy, the previous single structure of regional investment promotion manager has been unable to adapt to the new sales model, and has been transformed into a dual structure of regional investment promotion manager and regional promotion manager. In the face of increasingly strengthened supervision by the state, the health and long-term development of pharmaceutical enterprises cannot do without a compliant financial system. K company uses precise marketing strategies to promote the market expansion of the forthcoming acarbose tablet, which is a very important market growth point for K company. For the whole diabetes market, generic drugs replace imported original products and reduce the burden of patients and national social security funds.
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