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| 论文编号： | 11764 | |
| 作者编号： | 2320170381 | |
| 上传时间： | 2020/6/20 17:30:54 | |
| 中文题目： | A制药公司降糖药市场营销策略研究 | |
| 英文题目： | Research on Marketing Strategy of Company A’s Anti-diabetic Drugs | |
| 指导老师： | 吴晓云 | |
| 中文关键字： | 营销策略；降糖药；制药企业 | |
| 英文关键字： | marketing strategy；anti-diabetic drugs；pharmaceutical enterprise； | |
| 中文摘要： | 摘 要 我国糖尿病发病率高，降糖药市场规模大，增长前景可观，吸引着各大医药公司布局该治疗领域。A制药公司作为全球规模前十的制药企业之一，其降糖药业务的开展相比公司其他治疗领域的业务较晚，目前仍处于成长期，是公司未来增长的重要来源。自2012年糖尿病业务部成立至今，A制药公司在中国市场耕耘数载，取得了远超市场平均水平的业绩。但是在一系列新政策实施的背景下，A制药公司想要维持降糖药的业绩的高增长，继续扩大市场份额，就必须对目前所处的市场环境进行科学理性地分析，并且有针对性地进行营销策略的改进与优化。 本文运用市场营销相关理论知识，结合作者在A制药公司的工作经验，对A制药公司降糖药业务的市场营销环境进行了分析。通过STP分析，对当前A制药公司降糖药的目标市场进行了有效的细分，根据当前公司实力和发展情况选择了理想的目标市场，继而针对所选择的目标市场进行合理的定位。结合公司的营销战略实现营销战术上的改进，通过4Ps策略的运用，从产品、价格、渠道、促销四个方面优化营销策略，并从人力资源建设、建立患者为中心的服务平台、公司内外部风险控制三个维度为A制药公司降糖药营销策略的顺利实施制定了保障措施。 本文总结了A制药公司降糖药营销的成功之处，也指出其曾经走过的弯路，为公司降糖药业务下一步发展提供了建设性意见，也为行业内其他公司在研究和制定慢病产品营销策略时提供了一定的参考性。 | |
| 英文摘要： | Abstract Pharmaceutical industry is an important component of our national economy, it significantly influence the public health and sanitary service, maintain the society stability and safeguard the development of the economy. In order to guarantee the development of the pharmaceutical industry, series of policies and laws has been published since 2009, situations have changed tremendously. At the same time, Chinese residents’ consciousness of healthcare improved remarkably, accompanied by the development of economy and increased individual welfare. However, the imbalance distribution of healthcare resources, tensions between doctors and patients are still serious problems of our society. Diabetes incidence rate boost both globally and domestically. Anti-diabetic drugs’ market is huge and promising; several well-known pharmaceutical companies have taken part in the competition of this therapeutic area. The quantity of diabetes patients in China is high but only a few have taken medical treatment. This phenomenon means a big market chance for pharmaceutical companies. As one of the top ten pharmaceutical companies in the world, company A is well-known world-widely and has a tremendous history. In the field of digestive and respiratory therapy, company A owns a large number of classic medicines, have brought the company great reputation. Anti-diabetic drugs’ market, however, is entirely a brand new domain for company A. Established in 2012, company A’s diabetes mellitus business unit grew fast and achieved great successes. This paper identifies opportunities and challenges currently, puts forward innovative marketing strategy suggestions for the current special circumstance of enterprises, and provides direction and reference for the follow-up operation of Company A’s diabetes mellitus business unit based on the current situation and strategy. Firstly, this paper reviews several marketing theories. Secondly, it briefly introduces the general situation of company's A products and market status, carries out PEST analysis of its marketing environment, SWOT analysis of company A's current situation combined with the current market environment, and summarizes company A's advantages and disadvantages, chance and challenge. Then, take anti-diabetic drugs as example, this paper describes the formulation of 4P marketing strategy, makes suggestions on promoting the existing strategies of product, place and promotion, introduce the current practices of service marketing strategy and customer relationship management. Finally, carry out organizational structure optimization, human resources management and risk management and control, the implementation guarantee of anti-diabetic drug marketing in company A is clarified, provide some reference and suggestions for the future development of company A. | |
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