联系我们

论文查询结果	返回搜索

论文编号：	12780
作者编号：	2320190553
上传时间：	2021/12/8 21:57:29
中文题目：	SHKB公司皮肤病用药的营销策略研究
英文题目：	Research on Marketing Strategy of SHKB Company’s Dermatology Drug
指导老师：	梁峰
中文关键字：	皮肤病用药;营销策略;营销模式
英文关键字：	Dermatological Drugs;Marketing strategy;Marketing model
中文摘要：	伴随着人类社会的进步与发展，皮肤病患者数量持续增长，年龄日趋年轻化。由于皮肤病具有发病率高、病型种类多、病情易反复、病程长等特点，给患者生理及心理上带来极大困扰。2019年我国公立医疗机构市场中皮肤病用药的销售额约87.9亿元，同比增长11.58%，在药品销售增长整体放缓的市场形势下，皮肤病用药仍然呈现出很强的市场需求。近年来，我国医疗体制改革不断深化，在“三医联动”政策和医疗机构供给侧结构性改革的背景下，医药产业格局重构。面对医药生态的新格局，SHKB公司能否做出适时有效的战略性决策，并能在行业竞争中生存与发展是本篇论文研究的主要目的。 本文以SHKB公司为代表，对其皮肤病用药产品管线的营销策略进行研究。为了积极应对医药市场大环境的变动，SHKB公司做出一系列营销策略的变革与调整，整合内、外部资源，从公司战略高度得出营销模式创新转型的决策，向全渠道新的营销模式转型。首先，整体框架内容以研究背景与研究意义开篇，对营销、战略管理相关理论如STP理论、商业模式环境分析模型、PEST分析法、波特五力分析模型、SWOT分析法、4P营销组合策略进行了系统陈述。其次，对影响皮肤病用药行业的内、外部环境进行剖析，结合公司近几年的销售数据，并对其皮肤病用药产品管线的营销现状和问题进行系统分析。再次，借助STP理论、4P营销组合策略，从目标市场选择与市场定位、产品策略、定价策略、渠道策略、宣传策略五个方面对SHKB公司皮肤病用药的营销策略进行全方位地设计。最后，公司从制定营销策略实施方案、人员保障措施、制度保障措施等方面为SHKB公司皮肤病用药营销策略得以顺利实施及有效运行提供支持与保障，并得出研究结论，提出展望。 本文通过案例分析方法，对SHKB公司皮肤病用药产品管线的营销策略研究改进，不仅对SHKB公司，对同类其他医药企业未来发展也具有一定的参考、借鉴价值。
英文摘要：	With the progression and development of the human society, the number of patients with skin diseases continues to grow, and their age is becoming younger and younger. Because of the high incidence rate, diseases variety, reoccurrences of the diseases and long course of disease, skin diseases have caused great psychological and psychological problems. In 2019, the sales of Dermatological Drugs in the market of public medical institutions in China was about 8.79 billion yuan, with a year-on-year increase of 11.58%. Under the market situation of overall slowdown in drug sales growth, dermatological drugs still showed a strong market demand. In recent years, the reform of China's medical system has been deepened. Under the background of the ‘three medical linkage’ policy and the supply side structural reform of medical institutions, the pattern of pharmaceutical industry has been reconstructed. Facing the new pattern of pharmaceutical ecology, whether SHKB company can make timely and effective strategic decisions and survive and develop in the industry competition is the main purpose of this paper. Taking SHKB company as an example, this paper studies the pipeline marketing strategy of its dermatological drug products. In order to actively respond to the changes in the general environment of the pharmaceutical market, SHKB company has made a series of marketing model changes and adjustments, integrated internal and external resources, obtained the decision of marketing model innovation and transformation from the height of the company's strategy, and transformed to a new omni-channel marketing model. Firstly, the overall framework starts with the research background and significance, and systematically states the relevant theories of marketing and strategic management, such as STP theory，business model environment analysis method，PEST analysis method，Porter's five forces analysis model，SWOT analysis method and 4P marketing mix strategy. Secondly, analyze the internal and external environment affecting the dermatology drug industry, combined with the company's sales data in recent years, and systematically analyze the marketing status and problems of its dermatology drug product pipeline. Thirdly, with the help of STP theory and 4P marketing mix strategy theory, SHKB company's dermatological drug marketing strategy is designed in an all-round way from five aspects: target market selection and market positioning, product strategy, price strategy, channel strategy and publicity strategy. Finally, the company provides support and guarantee for the smooth implementation and effective operation of SHKB company's dermatology drug marketing strategy from the aspects of formulating marketing strategy implementation plan, personnel guarantee measures and system guarantee measures, draws research conclusions and puts forward prospects. Through the method of case analysis, this paper studies and improves the pipeline marketing strategy of dermatological drug products of SHKB company, which has certain reference value not only for SHKB company, but also for the future development of other similar pharmaceutical enterprises.
查看全文：	预览  下载(下载需要进行登录)