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论文编号：	13533
作者编号：	2320200316
上传时间：	2022/12/4 11:08:05
中文题目：	N制药公司创新生物药“可善挺”中国市场营销策略研究
英文题目：	Research on marketing strategy of innovative biopharmaceutical "Cosentyx" of N pharmaceutical company in China
指导老师：	齐善鸿
中文关键字：	可善挺；创新生物药；营销策略；N公司；
英文关键字：	Cosentyx; Innovative biological drugs; marketing strategy; N Company;
中文摘要：	随着我国对“十四五”规划的全面推进，健康中国建设的持续加快，以人民健康为中心的理念逐渐取代以治疗疾病为中心的理念，国内医药市场进入了高质量发展阶段，生物制药领域迎来了空前的发展机遇，促进了企业将资源向生物创新药领域倾斜。这其中，跨国制药企业创新药在我国本土化的过程，也为我国的健康医疗事业做出了突出的贡献，将国际先进的疗法、治疗理念、创新药物带入我国，与我国本土制药企业共同推进我国医疗健康事业的发展。 N公司的可善挺为进入我国的第一个银屑病专科生物制剂，开启了我国银屑病治疗领域生物制剂疗法的新纪元，进入中国三四年便取得了出色的市场销售业绩，占据了超过90%的银屑病生物制剂市场份额，使银屑病相关靶点药物的研究成为了一个热点。然而在优秀的销售业绩背后，可善挺的推广仍然存在着很多挑战，2020年公司内部销售目标未达成，急需发现现有可善挺营销策略的不足与挑战，并针对下一阶段的市场变化积极改善。 本研究提出了销售目标未达成背后的原因，分析了最新的银屑病相关领域的市场变化，依托多种市场营销学工具，PEST模型、波特五力分析模型等宏观分析模型对现有宏观环境进行了系统分析，用SWOT分析法分析了内外部优劣势，再进一步使用市场营销学的STP理论进行市场定位，依据4P营销理论制定新的营销策略。 总之，新的市场形势促使制药企业将资源聚焦于创新，而这也是我国本土制药企业突破重围，改变创新药发展落后于欧美发达国家的现状，立足本土走向世界的必经之路。N公司的可善挺作为跨国制药企业重点战略产品在中国本土化的代表产品，其本土商业化进程和营销策略的更迭，都能为我国制药企业创新药商业化过程和其他跨国制药企业创新药中国本土化过程提供很好的借鉴。一方面，N公司自身要不断把握相关专业领域发展的前沿，不断思变，引领变革。另一方面对于我国制药企业来说，也要在发挥更了解国情的长处时，积极向世界领先企业学习，摒弃带金销售等低效率营销的老方法，逐渐向学术化、系统化、精细化的方向发展，与国际领先的跨国制药企业同台竞技，共同促进我国健康医疗事业的大发展。同时，其他跨国制药企业对其产品进行中国本土化过程中，也要在把握好新发展机遇下快节奏现状的情况下，做好多维度的营销配合，最大限度地提高营销和运营效率。
英文摘要：	With China's all-round promotion of the "14th Five-Year Plan" and the continuous acceleration of the construction of a healthy China, China's health undertakings have changed from focusing on disease treatment to focusing on people's health, the domestic pharmaceutical market has entered a high-quality development stage, and the biopharmaceutical field has ushered in unprecedented development opportunities, which has promoted enterprises to tilt resources toward the field of biological innovative drugs. Among them, the process of localization of innovative drugs by multinational pharmaceutical enterprises in China has also made outstanding contributions to China's health and medical undertakings, bringing internationally advanced therapies, treatment concepts and innovative drugs into China, and promoting the development of China's medical and health undertakings together with China's local pharmaceutical enterprises. Cosentyx of N Company has entered the first psoriasis specific biological agent in China, opened up and exploited a new era of biological agent therapy in the field of psoriasis treatment in China. After three or four years of entry into China, it has achieved outstanding market sales performance, accounting for more than 90% of the market share of psoriasis biological agents, making the research of psoriasis related target drugs a hot spot. However, behind the excellent sales performance, there are still many challenges in the promotion of Cosentyx. The failure to achieve the company's internal sales target in 2020 forced Cosentyx to actively discover the shortcomings and challenges of the existing marketing strategy, and actively improve against the market changes in the next stage. This study proposed the reasons behind the failure to achieve the sales target, analyzed the latest market changes in psoriasis related fields, relying on a variety of marketing tools, PEST model Porter's five forces analysis model and other macro analysis models systematically analyzed the existing macro environment, SWOT analysis method analyzed the internal and external strengths and weaknesses, and further used the STP theory of marketing to position the market and the 4P marketing theory to formulate new marketing strategies. In short, the new market situation urges pharmaceutical enterprises to focus their resources on innovation, which is also the only way for China's local pharmaceutical enterprises to break through the tight encirclement, change the current situation that the development of innovative drugs lags behind the developed countries in Europe and the United States, and go global based on their own. As a representative product of the localization of key strategic products of multinational pharmaceutical enterprises in China, the change of local commercialization process and marketing strategy of Cosentyx of N company can provide a good reference for the commercialization process of innovative drugs of Chinese pharmaceutical enterprises and the localization process of innovative drugs of other multinational pharmaceutical enterprises in China. On the one hand, N company can support itself by constantly grasping the forefront of the development of relevant professional fields, constantly thinking about change and leading change. On the other hand, for China's pharmaceutical enterprises, it is also necessary to actively learn from the world's leading enterprises while giving play to their advantages of better understanding of China's national conditions, abandon the old methods of inefficient marketing such as cash sales, gradually develop in the direction of academic, systematic and refined, compete with the world's leading multinational pharmaceutical enterprises, and jointly promote the great development of China's health and medical undertakings. At the same time, for other multinational pharmaceutical enterprises, in the process of localization of their products in China, they should also grasp the fast-paced status quo under the new development opportunities, do marketing cooperation in many dimensions, and maximize marketing and operation efficiency.
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