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论文编号：	13449
作者编号：	2320200618
上传时间：	2022/12/2 19:25:33
中文题目：	L公司抗抑郁药品营销策略研究
英文题目：	Research on Marketing Strategy of L Company’s Antidepressant Drug
指导老师：	杜建刚
中文关键字：	抗抑郁药；跨国药企；市场营销；4P；7P
英文关键字：	Antidepressant；International pharmaceutical companies；Marketing strategy；4P；7P
中文摘要：	医药行业与人们的健康紧密相关，我国医药市场规模持续快速增长。新冠疫情肆虐以来，社交模式改变、活动范围受限等问题，对人们的心理健康状态产生较大影响，导致抑郁症高发。目前我国抑郁症患者约6500万，随着国家一系列呼吁关注心理健康的政策出台，抗抑郁药品市场显示出强大的增长动力。 L公司是一家丹麦制药公司，于2018年在中国上市了一款新型抗抑郁药，可有效改善抑郁症多维度症状。在抑郁症患病率持续增加、患者治疗需求提升及国家政策支持等多项利好下，该产品有着巨大的市场空间。但抗抑郁药市场竞争激烈，L公司要充分发挥优势，制定合适的市场营销策略，抢占市场份额。 本文参照PEST、SWOT、STP、营销组合理论，对L公司抗抑郁药品的环境、竞争格局进行分析，并全面分析了该产品的营销现状，提炼出目前营销策略的局限性。L公司抗抑郁药品存在着产品定位无法满足客户需求、价格略高、销售渠道单一、营销活动接受度低、服务流程不清晰、有形展示难以令人信服、人员服务意识薄弱等问题。 本研究结合STP理论，进行了细分市场分析、选择目标市场。结合营销组合理论，构建了L公司抗抑郁药品市场营销策略，并从组织保障、人员保障、资金与信息系统保障等维度，对营销策略的实施提出了保障措施。 L公司要结合当前我国医药市场的政策环境，抓住市场发展的机遇，做出适合中国国情的营销策略。选择一、二线城市及省会城市的精神专科医院以及有心理科的综合医院为目标市场。产品的设计要充分满足患者需求，根据患者习惯设计包装和药片。采取撇脂定价法，同时保持弹性定价，积极推动产品加入国家医疗保险报销目录。注重扩充渠道，包括医院渠道、互联网医院等，并补充经销商模式。要设计更加丰富的推广方式，明确服务流程，注重患者管理、提升有形展示的专业性及人员服务意识等。最后，为确保营销策略的顺利执行，企业要注重从组织保障、人力资源保障、资金与信息系统保障三个方面持续强化。 本研究聚焦于跨国制药企业L公司抗抑郁药品在中国市场营销策略的制定，这对跨国制药企业在未来制定中国市场营销策略具有借鉴意义。
英文摘要：	The pharmaceutical industry is closely related to people's health, and the scale of China’s pharmaceutical market continues to grow rapidly. Since the COVID-19 epidemic, problems such as changes in social patterns and limited scope of activities have had a greater impact on people's mental health, resulting in a high incidence of depression. At present, there are about 65 million depression patients in China. With the introduction of a series of national policies calling for attention to mental health, the antidepressant drug market has shown strong growth momentum. L Company, a Danish pharmaceutical company, launched a new type of antidepressant drug in China in 2018, which can effectively improve the multidimensional symptoms of depression patients. With the continuous increasing in the prevalence of depression, the increasing patients’ demand for better treatment and the support of national policies, the product has a huge market space. However, the competition in the antidepressant market is fierce. L Company should make full use of its advantages, generate appropriate marketing strategies, and seize higher market share. With reference to PEST, SWOT, STP, and 4P,7P theory, this research analyzed the environment and competition pattern of L company's antidepressant drug, comprehensively analyzed the current situation of the market, and extracted the limitations of the current marketing strategy. Company L's antidepressant drug has problems such as product positioning cannot meet the needs of customers, slightly higher prices, weak sales channels, low acceptance of promotion activities, unclear service processes, unconvincing tangible displays, and weak service awareness. According to the theory of STP, this research has carried out the market segmentation and selected the target market. According to the theory of 4P and 7P, the marketing strategy of L company's antidepressant products was constructed, and secure measures were put forward for the implementation of the marketing strategy from the dimensions of organizational security, personnel security, finance support and information system security. L Company should seize the opportunity of market development and make a marketing strategy according to the current policy environment of China's pharmaceutical market. L Company should select psychiatrist hospitals and general hospitals with psychology departments in first and second tier cities as the targeted market. The design of the product should fully meet the needs of patients, and the packaging and tablets should be designed according to the patient's habits. L Company should adopt the skimming pricing method while maintaining flexible pricing and try to be included in the National Medical Insurance Reimbursement. In addition, Company should focus on expanding channels, including hospital channels, online hospitals, etc. It is necessary to design richer promotion methods, clarify service procedures, especially patient management procedure, and strengthen the professionalism of tangible display. Finally, to ensure the implementation of the marketing strategy, L company should enhance the implementation guarantees of the marketing strategy from three aspects: organization guarantee, human resource guarantee, finance, and information system guarantee. This study focuses on the marketing strategy for antidepressant drug of L company, an international pharmaceutical company, and the study will have reference for international pharmaceutical companies to generate Chinese marketing strategies in the future.
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