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论文编号：	13553
作者编号：	2320200541
上传时间：	2022/12/4 15:02:27
中文题目：	YS中国公司抗肿瘤药物营销策略研究
英文题目：	Research on the Marketing Strategy of Anti-tumor Drugs of YS Company
指导老师：	许晖
中文关键字：	营销策略；营销渠道；抗肿瘤药物；医改政策
英文关键字：	marketing strategy ; marketing channel ; anti-tumor drugs ; health care reform policy
中文摘要：	随着社会的进步，人们生活中致癌因素越来越多，肿瘤发病率逐年增高。因肿瘤疾病治愈率低、致死性强的特点，每年全球因肿瘤疾病死亡的人数在增长，所占全部死亡人数的比例也在提升。因抗肿瘤药领域具有患者基数大、被治疗需求迫切、医学研究广泛、产品和治疗方案更新迭代速度快等特点，以YS公司为代表的外资制药企业早早便开始布局产品管线，进军抗肿瘤药领域。随着中国科学技术水平和经济水平的进步，国内制药企业也逐步加入抗肿瘤药研发生产的企业大军。近几年，由于国家政策的利好和留学人才归国的浪潮，国内又涌现一批实力强劲的创新药企业，抗肿瘤药领域的竞争变得更加激烈。随着新冠疫情常态化，制药企业传统的营销模式面临巨大的挑战。YS中国公司为保护其行业内的领军地位，利用自身优势及内外部资源，及时调整营销策略。 本文对YS中国的营销策略进行了研究。第一章介绍了疾病领域和相关企业的现状。第二章回顾了本文所使用的管理学工具，包括PEST、五力模型、SWOT分析法的环境分析理论，以及市场定位理论和4P营销理论的市场营销相关理论。第三章分析了YS中国公司抗肿瘤领域营销的外部环境和行业内部环境，并进行SWOT分析。第四章从市场定位、产品、价格、渠道、推广五个维度，对YS中国营销策略进行了详细分析。产品策略维度，YS公司创新新药研发模式、加大中国市场研发投入、加速中国市场新药上市速度、打造全新的治疗方案；定价策略维度，依托药物经济学和政府政策指导，预设患者支付方案，科学合理制定调整药物价格；渠道策略维度，经销商助力准入环节、开拓处方药特药药店和互联网市场渠道、覆盖更多广阔市场；推广策略维度，慈善援助、商业保险、患者关爱项目提升患者忠诚度，多方位树立企业形象，创新并完善企业推广模式。第五章进行策略实施保障性研究，包括人员、制度、产品投诉和内控三个方面。最后得出了结论并提出展望。 本文对YS中国当前营销策略的研究，不仅使营销策略中的重点和逻辑更加清晰明了，也对其后续执行过程中的保障实施进行了建议和补充，有助于其进一步调整和优化，其在新冠疫情大背景下营销模式的快速转变，能够为其他制药企业所借鉴和学习。
英文摘要：	With the progress of society, there are more and more carcinogenic factors in people's life, and the incidence of cancer is increasing year by year. Because of the low cure rate and strong lethality of tumor diseases, the number of deaths caused by tumor diseases in the world is increasing every year, and the proportion of all deaths is also increasing. As the field of anti-tumor drugs is characterized by a large number of patients, an urgent need for treatment, extensive medical research, and rapid iteration of product and treatment plan updates, foreign pharmaceutical enterprises represented by YS Company began to lay out product pipelines early and entered the field of anti-tumor drugs. With the progress of China's scientific and technological level and economic level, domestic pharmaceutical enterprises have gradually joined the ranks of enterprises engaged in the R&D and production of anti-tumor drugs. In recent years, due to the favorable national policies and the wave of returned overseas talents, a number of powerful innovative drug enterprises have emerged in China, and the competition in the field of anti-tumor drugs has become more intense. With the normalization of Xinguan epidemic, the traditional marketing model of pharmaceutical enterprises is facing huge challenges. YS China, in order to protect its leading position in the industry, used its own advantages and internal and external resources to adjust its marketing strategy in a timely manner. This paper studies the marketing strategy of YS China. The first chapter introduces the current situation of the disease field and related enterprises. The second chapter reviews the management tools used in this paper, including the environmental analysis theory of PEST, Five Forces Model, SWOT analysis method, and the marketing related theories of market positioning theory and 4P marketing theory. The third chapter analyzes the external and internal environment of YS China's anti-tumor marketing, and conducts SWOT analysis. The fourth chapter makes a detailed analysis of YS China's marketing strategy from five dimensions of market positioning, product, price, channel and promotion. In terms of product strategy, YS Company innovated new drug R&D mode, increased R&D investment in the Chinese market, accelerated the launch of new drugs in the Chinese market, and created a new treatment scheme; In terms of pricing strategy, based on the guidance of pharmacoeconomics and government policies, the patient payment scheme is preset, and the drug price is scientifically and reasonably adjusted; In terms of channel strategy, dealers help access links, develop prescription drug stores and Internet market channels, and cover more broad markets; Promotion strategy dimension: charity assistance, commercial insurance, patient care projects to enhance patient loyalty, establish a corporate image in multiple directions, and innovate and improve the corporate promotion model. The fifth chapter studies the guarantee of strategy implementation, including personnel, system, product complaints and internal control. Finally, the conclusion and prospect are given. The research on YS China's current marketing strategy in this paper not only makes the focus and logic in the marketing strategy clearer, but also makes suggestions and supplements for the implementation of its follow-up implementation process, which is helpful for its further adjustment and optimization. Its rapid transformation of marketing mode under the background of the new epidemic situation can be used for reference and learning by other pharmaceutical enterprises.
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