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论文编号：	11590
作者编号：	2220160624
上传时间：	2020/6/8 0:15:47
中文题目：	HR公司在中国抗生素市场的营销策略研究
英文题目：	The Study of Strategies of HR Company in China Antibiotic Market
指导老师：	徐晖
中文关键字：	抗生素药品；营销战略；营销组合策略
英文关键字：	Antibiotic drugs;Marketing strategy;Marketing mix strategy
中文摘要：	随着当前经济态势稳健运行，我国社会医疗体系日益完善，人口结构的老龄化趋势凸显，全民医疗意识水平不断提高，医药行业的主要消费者（患者和医疗机构）也逐渐成熟起来。不仅注重产品质量和服务，而且对产品的品牌和产品的创新，及其体现的“健康、专业、安全”理念有了更为理性的判断和需求。而随着全球网络化推动了资源的全球流动加速，中国因庞大人口基数和政府管控逐步松绑带来巨大市场。这为我国医药行业带来了历史性的发展机遇，吸引着世界各国优秀药企涌向中国，HR则是其中一家。 HR公司创建于1849年，迄今已有170年的历史，其产品覆盖了包括抗生素、生物制剂、疫苗、健康药物等诸多广泛而极具潜力的健康治疗领域，是全球最大的以研发为基础的生物制药公司。HR于90年代进入中国市场，因其卓越的创新研发实力和专业的医药产业服务能力，赢得了中国市场的广泛认可，业绩卓越。特别是国内的抗生素药品市场，HR是市场份额排名第一的公司，对中国抗生素市场具有引领示范作用。在过去的几年里，抗生素药品为HR业绩增长贡献很大。作为抗生素药品市场标杆企业，对我国抗生素药市场合理使用的常识普及，有不可推卸的社会责任。HR想要在日渐激烈市场竞争中保留既有市场占有份额，同时扩展市场容量，并防范降价及渠道整合威胁，必须结合自身特点，采取适宜有效的营销组合策略，寻找切入点扩张营销网络。 本文通过对目前市场环境和政策趋势的分析，对HR抗生素的营销战略及营销组合策略的实践研究，总结了HR取得当前市场营销优势的经验，也针对目前的业务痛点进行分析，并探索出HR未来营销战略，从而使HR把握住中国抗生素药品市场发展趋势和拓展机遇，进一步提升在中国市场份额，使得HR优质的抗生素能够惠及更多的患者，帮助临床医生解决临床的感染问题。本文首先回顾营销战略相关理论；第二部分将对HR所处的内外部环境进行分析，分析了HR的经营现状；第三部分针对HR的营销战略和营销组合策略进行分析评价；最后一部分给出HR抗生素药品营销战略实施与保障的建议。
英文摘要：	With the steady development of China's economy, the social medical system is increasingly improved, the aging population is becoming an emerging trend, the medical awareness of people is constantly improved, and the main consumers (patients and medical institutions) of the pharmaceutical industry are getting more mature. Consumers not only pay more attention to product quality and service, but also have more rational judgment and demand for product brand and product innovation, as well as the concept of "health, professionalism and safety" embodied. As the global Internet network accelerates the flow of resources around the globe, China's huge population base and the gradual decentralization of government controls formed a huge market. This has brought a historic development opportunity for China's pharmaceutical industry, attracting outstanding pharmaceutical companies from all over the world to China, and HR is one of them. Founded in 1849, HR has a history of 170 years. Its products cover a wide range of high potential treatment fields, including antibiotic drugs, biologics, vaccines and other healthcare products, and is the world's largest research-based biopharmaceutical company. HR entered China market in the 1990s and has been widely recognized in China for its outstanding innovative research and development capabilities, and professional service capabilities in the pharmaceutical industry. In particularly, in the domestic antibiotic market, HR ranks the first in market share and plays a leading and exemplary role in China antibiotic market. Antibiotics have contributed significantly to HR's growth over the past few years. As a benchmark enterprise in the antibiotic drug market, it has an unshakable social responsibility to popularize the common sense of rational use in the antibiotic drug market in China. In order to keep its existing market share in the increasingly fierce market competition, expand its market capacity, and guard against the threat of price reduction and channel integration, so HR must combine its own characteristics, and adopt appropriate and effective marketing mix strategy to look for an entry point to expand its marketing network. This thesis, through analyses of current market environment and policy trend, assessed marketing and marketing mix strategy implementation of HR antibiotics, summarized the key learnings from the successful marketing practice, analyzed the current business pain points of HR, and explored the future marketing tactics of HR, in order for HR to leverage China antibiotic drug market development trend and development opportunities, further enhance market share in China, enable HR to benefit more patients with quality antibiotics and help clinical doctors to cope with clinical infection. Firstly, this paper reviews relevant theories of marketing strategy. The second part, we analyze the internal and external environment of HR, and analyze the operating status of HR. Next, we analyze and evaluate HR's marketing and marketing mix strategy in the third part. The last part gives us some Suggestions on the implementation and guarantee of HR's antibiotic drug marketing strategy.
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