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论文编号：	12812
作者编号：	2320190388
上传时间：	2021/12/9 13:45:40
中文题目：	HR药业中药配方颗粒产品营销策略及其实施研究
英文题目：	Research on the Marketing Strategy and Implementation of HR Pharmaceutical Co. Traditional Chinese Medicine Granules.
指导老师：	杜建刚 教授
中文关键字：	中药配方颗粒；HR药业；目标市场定位；营销组合策略
英文关键字：	Traditional Chinese medicine granules；HR Pharmaceutical Co.；Target market positioning；Marketing mix strategy
中文摘要：	中药配方颗粒以传统中医理论为指导，结合现代制剂技术，采用工业化生产；其组方灵活，符合中医“辨证论治，随证加减”的特点，是对传统中药饮片的替代与补充。近年来国家政策的逐步放开，已经有更多的公司进入中药配方颗粒领域，尤其是2021年2月，国家药监局等四部委发布《关于结束中药配方颗粒试点工作的公告》宣告中药配方颗粒试点工作将在今年终止。随着政策逐步落地执行，中药配方颗粒的市场容量将进一步扩大，市场格局也将面临巨大变化。HR药业作为是全国仅有的六家试点制药企业之一。HR药业配方颗粒业务目前市场占有率位居全国第二，占集团营业收入的50%以上，政策放开后，也即将面临巨大挑战和市场冲击，如何发挥既有优势，在激烈的市场角逐当中保住市场地位，扩大销售规模，成为了企业发展面临的重大问题。 本文根据HR药业的实际情况，首先采用 PEST模型，分析了HR药业营销外部宏观环境，包括政策法规的影响、社会经济发展、民众生活需求和产业技术现状；其次利用波特五力模型对竞争环境做出了分析，包括市场对用户的选择、新进入的竞争对手的威胁、替代品以及同行业竞争对手的分析；用SWOT分析方法分析了HR药业中药配方颗粒产品的营销现状并找出存在问题；以STP理论和4P理论为基础，从目标市场、产品、价格、渠道和促销方面分别阐述营销策略的选择以及保障措施。 本文希望通对HR药业中药配方颗粒营销策略的研究，来探索新政策出台后，对医药市场环境的影响，帮助企业更好的应对市场变化，为研究中药配方颗粒市场发展提供参考。
英文摘要：	The traditional Chinese medicine prescription granule is guided by the traditional Chinese medicine theory, combined with the modern preparation technology, and adopts industrial production; the prescription is flexible, conforms to the characteristics of traditional Chinese medicine of "treatment based on syndrome differentiation, addition and subtraction according to syndrome", and is a substitute and supplement for traditional Chinese medicinal decoction pieces. In recent years, with the gradual liberalization of national policies, more companies have entered the field of traditional Chinese medicine formula granules, especially in February 2021, the State Food and Drug Administration and other four ministries and commissions issued the Notice on Ending the Pilot Work of Traditional Chinese Medicine Formula Granules, announcing that the pilot work of traditional Chinese medicine formula granules will be terminated this year.With the gradual implementation of the policy, the market capacity of traditional Chinese medicine formula granules will be further expanded, and the market structure will also face tremendous changes. HR Pharmaceutical is one of the only six pilot pharmaceutical enterprises in China. At present, the market share of HR Pharmaceutical's formula granules business ranks second in the country, accounting for more than 50% of the group's business income. After the policy is liberalized, it will also face enormous challenges and market shocks. How to give full play to its existing advantages, maintain its market position in the fierce market competition and expand its sales scale has become a major issue facing the development of enterprises. According to the actual situation of HR pharmaceutical industry, this paper first uses PEST model to analyze the external macro-environment of HR pharmaceutical industry marketing, including the impact of policies and regulations, social and economic development, people's living needs and industrial technology status; Secondly, using Porter's five forces model to analyze the competitive environment, including the choice of market for users, the threat of new competitors, the analysis of substitutes and competitors in the same industry, using SWOT analysis method to analyze the marketing status of HR Pharmaceutical's traditional Chinese medicine granules products and find out the existing problems;Based on the STP theory and 4p theory, this paper expounds the choice of marketing strategy and the safeguard measures from the aspects of target market, product, price, channel and promotion. This paper hopes to explore the impact of the new policy on the pharmaceutical market environment through the research on the marketing strategy of HR Pharmaceutical Co., Ltd., to help enterprises better respond to market changes, and to provide reference for the development of the Chinese medicine prescription granules market.
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