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论文编号：	12504
作者编号：	2220160514
上传时间：	2021/6/14 12:53:30
中文题目：	TJ医药集团公司营销策略研究
英文题目：	Research on marketing strategy of TJ Pharmaceutical Group
指导老师：	白长虹
中文关键字：	营销策略；药企营销；营销环境；TJ医药集团公司
英文关键字：	Marketing strategy；Pharmaceutical marketing；Marketing environment；TJ Pharmaceutical Group Company
中文摘要：	宏观医改政策的变化以及市场环境的改变倒逼企业必须进行改革和创新。长期以来集团企业对药品的专业化推广重视程度不够、措施不力，导致企业的增长缺乏内生动力，也是集团发展的瓶颈所在。无论从外部环境变化的要求，还是企业内部发展的压力，都要求我们认真研究药品营销的发展方向和趋势，企业如何结合现状进行药品营销转型，探索推动集团企业药品营销转型，应对当前的挑战成为当务之急。 本文基于营销理论，探讨了TJ医药集团公司的营销情况，利用PEST分析法以及SWOT分析法分析了TJ医药集团公司的内外部环境。指出了TJ医药集团公司营销中虽然产品线很丰富，但是同质化现象突出，竞争力不足；研发药品少，仿制药品多；所生产的药品处方药居多，非处方药数量少等问题，使企业认识到在不断变化的市场环境下进行营销策略改进的重要性。进而本文提出了TJ医药集团公司营销策略的改进措施。产品方面，突出销售量好的重点品种，加大对保健食品的营销力度，加强中药新品的引入；渠道方面，强化连锁渠道的核心地位，坚持商业控销为主分销为辅的渠道策略，发挥第三终端渠道的辅助和补充作用，充分利用电商模式拓宽药品销售渠道；价格方面，确立顾客成本在药品定价中的中心作用，对保健食品采取低价策略；推广方面，在药品的营销推广中坚持差异化策略，对重点产品进行重点推广，同时兼顾其他品类。最后，提出了TJ医药集团公司市场营销策略实施的保障措施，在资金方面，要加强费用管理，对员工进行合理激励，加强应收账款管理；在制度保障方面，需加强合同管理、销售人员行为管理以及危机应急管理。
英文摘要：	The changes of macro health care reform policy and market environment force enterprises to reform and innovate. For a long time, the group enterprises have not paid enough attention to the professional promotion of drugs, and the measures are not effective, which leads to the lack of endogenous power in the growth of enterprises, and is also the bottleneck of the development of the group. No matter from the requirements of changes in the external environment, or the pressure of internal development of enterprises, we are required to seriously study the development direction and trend of drug marketing. How to combine the status quo to carry out the transformation of drug marketing, explore and promote the transformation of drug marketing of group enterprises, and deal with the current challenges has become a top priority. Based on the marketing theory, this thesis discusses the marketing situation of TJ Pharmaceutical Group Company, and analyzes the internal and external environment of TJ Pharmaceutical Group Company by PEST analysis and SWOT analysis. This paper points out that although TJ Pharmaceutical Group has rich product lines in its marketing, the homogenization phenomenon is prominent and the competitiveness is insufficient; there are few R & D drugs and more imitation drugs; there are more prescription drugs and less non prescription drugs produced by TJ Pharmaceutical Group, which makes the enterprises realize the importance of improving the marketing strategy in the changing market environment. Then this paper puts forward the improvement measures of TJ Pharmaceutical Group's marketing strategy. In terms of products, we should highlight the key varieties with good sales volume, strengthen the marketing of health food, and strengthen the introduction of new traditional Chinese medicine products; in terms of channels, we should strengthen the core position of chain channels, adhere to the channel strategy of commercial empty sales as the main part and distribution as the auxiliary part, give full play to the auxiliary and supplementary role of the third terminal channels, and make full use of the e-commerce mode to broaden drug sales channels; in terms of price, we should establish the market mechanism Customer cost plays a central role in drug pricing, and low price strategy is adopted for health food; in terms of promotion, differentiation strategy is adhered to in drug marketing, and key products are promoted, while other categories are taken into account. Finally, the paper puts forward the safeguard measures for the implementation of marketing strategy of TJ Pharmaceutical Group. In terms of funds, it is necessary to strengthen cost management, reasonably motivate employees, and strengthen accounts receivable management; in terms of system guarantee, it is necessary to strengthen contract management, sales staff behavior management, and crisis emergency management.
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