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论文编号：	13439
作者编号：	2320180761
上传时间：	2022/6/23 15:42:56
中文题目：	石家庄以岭药业公司营销策略研究
英文题目：	Research on the Marketing Strategy of Shijiazhuang Yiling Pharmaceutical Company
指导老师：	刘建华
中文关键字：	中医药企业；以岭药业；营销策略
英文关键字：	Traditional Chinese medicine enterprises; Yiling pharmaceutical company; marketing strategy
中文摘要：	2021年国务院印发《关于加快中医药特色发展的若干政策措施》36，发布促进中医药产业加速转型的若干重要举措，中医药企业转型步伐有望加快。中医药作为中华文化的精粹，具有治疗效果好、治疗费用低、发展潜力空间巨大等特点；除了青蒿素在治疗疟疾上的新发现，此次席卷全球的新型冠状病毒肺炎治疗过程，中医药企业也发挥了不小的作用。在国际国内医药行业竞争日益激烈的环境下，中医药企业应抓紧国家重大产业发展政策时机加速企业转型升级，探索多种中医药企业发展路径，制定合理的发展战略和对策，从而获取中医药企业品牌及产品销量等商业价值的持续增长。 中医药在我国有较深的文化底蕴，传承了我国几千年来的医疗实践经验，因此被科学应用在现阶段的临床治疗中，越来越多的患者倾向中药治疗。再加上中医药在抗击疫情中发挥了不可忽视的积极作用，这也为中医药产品带来了巨大发展空间。近年来，我国不断加强对处方药的监管，药企纷纷进入中医药领域，造成国内中医药市场竞争愈演愈烈。以岭药业中医药产品在我国社会市场中具有较高知名度，同时拥有专利保护等优势。面对如此激烈的国内市场环境以及空前的发展空间，以岭药业要想持续科学发展并在中医药市场中占有一席之地，还需要在营销环节制定针对性的营销策略。 本文以以岭药业为研究案例，从国内外环境、行业内竞争两个维度进行探讨，制定并优化以岭药业公司的营销策略，对中医药企业打造新的竞争优势有借鉴意义。本文首先阐述了选题的背景、目的、意义，明确研究内容与方法以及论文框架。在文献回顾部分选择PEST、SWOT、五力环境分析工具，选择STP理论和7P理论作为本文的理论框架。然后，从以岭药业的自身营销现状提出问题，逐步研究了公司市场定位及营销策略并提出实施保障。最后，结合中国市场环境，为以岭药业公司营销策略建言献策。 关键词: 中医药企业；以岭药业；营销策略
英文摘要：	In 2021, The State Council issued several Policies and Measures on Accelerating the Development of TCM(traditional Chinese medicine) Characteristics, and issued several important measures to accelerate the transformation of TCM industry, which is expected to accelerate the pace of transformation of TCM enterprises. As the essence of Chinese culture, TCM has good therapeutic effect, low therapeutic cost, great development potential and space. In addition to the new discovery of artemisinin in the treatment of malaria, TCM has also played a significant role in the treatment of COVID-19 sweeping the world, which provides a new opportunity for the development of TCM enterprises. In the international and domestic pharmaceutical industry increasingly competitive environment, the enterprise should grasp national major industry of TCM development policy time to accelerate transformation and upgrading of enterprises, and explore a variety of TCM enterprise development path, make reasonable development strategies and countermeasures, so as to obtain the continuous growth of commercial value such as brand and product sales of traditional Chinese medicine enterprises. Traditional Chinese medicine has a deep cultural heritage in China and has inherited China's medical practice experience for thousands of years. Therefore, it has been scientifically applied in the current clinical treatment. More and more residents prefer traditional Chinese medicine treatment. In addition, traditional Chinese medicine has played a positive role that can not be ignored in combating the epidemic, which has also brought huge development space for traditional Chinese medicine products. In recent years, China has continuously strengthened the supervision of prescription drugs, and pharmaceutical enterprises have entered the field of traditional Chinese medicine, resulting in increasingly fierce competition in the domestic traditional Chinese medicine market. Yiling pharmaceutical company's traditional Chinese medicine products are well-known in China's social market and have the advantages of patent protection. In the face of such a fierce domestic market environment and unprecedented development space, Yiling pharmaceutical company needs to formulate targeted marketing strategies in the marketing link in order to maintain scientific development and occupy a place in the traditional Chinese medicine market. Taking Yiling pharmaceutical company as a research case, this paper discusses from the two dimensions of domestic and foreign environment and intra industry competition, formulates and optimizes the marketing strategy of Yiling pharmaceutical company, which can be used as a reference for traditional Chinese medicine enterprises to create new competitive advantages. Firstly, this paper expounds the background, purpose and significance of the topic, and defines the research content, methods and framework of the paper. In the literature review part, PEST, SWOT and Porter's Five Forces environment analysis tools are selected, and STP theory and 7Ps theory are selected as the theoretical framework of this paper. Then, it puts forward problems from the current marketing situation of Yiling pharmaceutical company, gradually studies the company's market positioning and marketing strategy, and puts forward the implementation guarantee. Finally, combined with the Chinese market environment, suggestions and suggestions are made for the marketing strategy of Yiling pharmaceutical company. Key words：Traditional Chinese medicine enterprises; Yiling pharmaceutical company; marketing strategy
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