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论文编号：	11696
作者编号：	2120172912
上传时间：	2020/6/19 18:39:50
中文题目：	新医改背景下3S医药企业营销策略研究
英文题目：	Research on Marketing Strategy of 3S Pharmaceutical Enterprises under the Background of New Medical Reform
指导老师：	周建
中文关键字：	新医改；企业营销；策略管理；3S医药企业
英文关键字：	new medical reform；Enterprise marketing；Strategic management；3S pharmaceutical enterprise
中文摘要：	近几年，我国不断加大对医疗体制的革新，新医改深刻影响着医药企业的营销策略，尤其是《“4+7”城市药品集中采购文件》发布后，随即在医药行业掀起热议，外企和内企都在考虑战略转型，要达到公司目标和产业政策规定之间的平衡，首先要对战略转型的方向目标找到理论依据，在新医改政策的规划下，政府更鼓励创新，扶持振兴民族工业，使更多的原研创新药品在国内畅销然后销往全球，从而带动创新药物的研发、生产、营销网络的创新和建高，从而带动政府企业的税收，为中国创新产业的发展做出贡献。基于这些考虑，在现行医药改革趋势下，医药企业发展创新性药物研发转变营销组织发展模式的战略转型势在必行。 文章通过对3S医药企业的发展现状进行概述，详细描述了3S医药企业的营销体系和营销现状，并对3S医药企业内外部营销环境进行分析，指出了3S医药企业在营销方面存在的问题；其次，文章采用STP理论，对3S医药企业的市场细分和目标市场进行定位，并在此基础上，制定了3S医药企业营销战略转型思路，并从产品、价格、渠道和促销策略四个方面，对战略思路进行具体化；最后，文章从构建战略实施外部保障体系和内部保障体系两大方面，对3S医药企业营销战略的实施进行措施保障。 文章研究得出：（1）3S医药企业在药品研发方面主要集中在生物药品领域，其集药品的研发、生产、销售为一体，公司研发出的重组和基因工程蛋白类药物在市场当中具有较强的竞争能力，但随着新医改政策的实施，倒逼3S医药企业转变营销思路，实施新的营销战略；（2）药品营销应结合医药行业的特性，不仅满足产品从生产制造商到消费者手中通道的构建，还应该满足患者和医生对于产品的有效需求特性，这就要求3S医药企业在生产过程当中，要加强研发，从而使得药品的特性能够满足患者的治疗和医生处方的需要；（3）3S医药企业在实际发展的过程当中必须要重视差异化战略以及聚焦化战略的，掌握外部发展条件的优势，目标市场以及受众群体的实际情况进行具体的营销管理工作，广泛开展与各专业的医学会进行合作，从而在学术交流与技能培训中确立了更有效的营销策略。
英文摘要：	In recent years, rising to the innovation of medical system in our country, the new reform deeply affects the marketing strategy of pharmaceutical enterprises, especially the "4 + 7" city drug centralized purchasing documents "after the release, then in the pharmaceutical industry buzz, foreign enterprise and the enterprise are considering strategic transformation, to achieve the balance between the company goals and industry policy, the first thing to find the theoretical basis to the direction of the strategic transformation target, under the new medical reform policy planning, the government and encourage innovation, to support the revitalization of national industry, make more of the original drug research innovation in the best-selling domestic and exported to all over the world, In this way, the innovation and construction of innovative drug research and development, production and marketing network will be promoted, and the tax revenue of government enterprises will be driven, contributing to the development of China's innovative industry. Based on these considerations, under the current trend of pharmaceutical reform, it is imperative for pharmaceutical enterprises to develop innovative drug r&d and transform the development mode of marketing organizations. By summarizing the development status of 3S pharmaceutical enterprises, this paper describes the marketing system and marketing status of 3S pharmaceutical enterprises in detail, analyzes the internal and external marketing environment of 3S pharmaceutical enterprises, and points out the existing problems in marketing of 3S pharmaceutical enterprises. Secondly, this paper adopts STP theory to position the market segmentation and target market of 3S pharmaceutical enterprises, and on this basis, develops the marketing strategy transformation thinking of 3S pharmaceutical enterprises, and concretized the strategic thinking from the four aspects of product, price, channel and promotion strategy. Finally, this paper takes measures to guarantee the implementation of marketing strategy of 3S pharmaceutical enterprises from the aspects of constructing external and internal guarantee systems for strategic implementation. Article study: (1) 3 s pharmaceutical enterprises in drug research and development mainly focus in the field of biological medicine, its collection of drug research and development, production, sales as one, the company developed the restructuring of the protein and genetic engineering drugs have stronger ability to compete in the market, but with the implementation of the new medical reform policy, reversed transmission 3 s pharmaceutical enterprise marketing idea, the implementation of new marketing strategy; (2) pharmaceutical marketing should be combined with the characteristics of the pharmaceutical industry, not only satisfy the products from manufacturers to consumers' hands channel construction, should also meet the patients and doctors, the effective demand for the product characteristics, which requires 3 s pharmaceutical enterprises in the production process, must strengthen the research and development, so as to make the characteristics of the drug can satisfy the need of the treatment of patients and doctors prescription; (3) the development of 3 s pharmaceutical enterprises in the actual process of must attaches great importance to the differentiation strategy and focus strategy, to grasp the advantage of external development conditions, the actual situation of the target market and audience for specific marketing management work, extensive cooperation with various professional association, which established in academic exchanges and training more effective marketing strategy.
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