联系我们

论文查询结果	返回搜索

论文编号：	13956
作者编号：	2320190579
上传时间：	2023/6/6 22:41:55
中文题目：	华润三九公司易善复产品的营销策略及其实施保障研究
英文题目：	Research on marketing strategy and implementation guarantee of China Resources Sanjiu for Essentiale Forte N
指导老师：	李桂华 教授
中文关键字：	华润三九；易善复；带量采购；医药营销；营销策略
英文关键字：	China Resources Sanjiu；Essentiale Forte N；Purchase with quantity；Marketing strategy；Pharmaceutical enterprises
中文摘要：	中国改革开放四十年来，经济迅速发展，人民生活水平不断提高，随着国家对全民健康的重视，人民对健康意识的增强，对医疗行业的需求越来越大，要求也越来越高。中国一直是肝病大国，据估计，有20%的人口受到某种形式的肝脏疾病的影响。近些年，我国乙肝的新发感染率已经大幅度下降，但由于人口基数大，且以前流行率高，因此中国仍是世界上乙肝感染人数最多的国家。此外，生活方式和饮食习惯的改变导致中国大陆非酒精性脂肪性肝病（NAFLD）患病率增加，2016年，中国流行性NAFLD的总病例估计数为2.43亿，其中非酒精性脂肪性肝炎（NASH）为3261万例，肝硬化为109万例，肝细胞癌7000例。此外，由于我国人口众多，药物性肝损伤（DILI）也非常普遍，比如服用保健品和中药，抗结核药物、抗肿瘤药物的使用等都会引起DILI。我国是饮酒大国，也受到酒精肝的困扰。这些疾病都不同程度的损害了肝脏功能，因此在治疗原发疾病的同时也需要进行保肝治疗，中国保肝药市场仍然是一片蓝海。 华润三九公司从2017年代理销售易善复产品至今已经历六年，于2022年降价进入广东联盟集中带量采购目录，这必然会对易善复产品未来的营销活动带来巨大的影响。因此，本文通过研究发现企业推广易善产品过程中面临的问题，运用PEST理论和五力模型工具对宏观经济环境和竞争形势做出分析，使用SWOT分析工具，对易善复集中带量采购之后的做出营销战略选择，并运用STP理论进行目标市场选择、运用7Ps营销组合理论进行策略优化，最后，为营销策略优化方案的实施提出保障建议。本研究可为对华润三九公司对易善复产品在中国市场的营销战略实施提供理论依据，也为未来的营销实践提供有效的参考，同时，也能为我国医药企业制定具有竞争力的营销策略提供一定参考。
英文摘要：	Over the past 40 years of reform and opening up, China has witnessed rapid economic development and continuous improvement of people's living standards. As the country attaches great importance to the health of the whole people and the people's awareness of health is enhanced, the demand for the medical industry is growing and the requirements are getting higher and higher. It is estimated that China has been a major liver disease country, with 20 percent of the population affected by some form of liver disease. In recent years, the new infection rate of hepatitis B has been greatly reduced in China, but due to the large population base and high prevalence rate, China is still the country with the largest number of hepatitis B infections in the world. In addition, changes in lifestyle and dietary habits have led to an increase in the prevalence of non-alcoholic fatty liver disease (NAFLD) in the Chinese mainland. In 2016, the estimated total number of cases of epidemic NAFLD in China was 243 million, including 32.61 million cases of non-alcoholic steatohepatitis (NASH) and 1.09 million cases of cirrhosis. 7000 cases of hepatocellular carcinoma [1]. In addition, due to the large population, drug-induced liver injury (DILI) is also very common in China. For example, the use of health care products, traditional Chinese medicine, anti-tuberculosis drugs and anti-tumor drugs will cause DILI. Our country is a big drinking country, also suffers from alcoholic liver problems. These diseases have damaged liver function to varying degrees. Therefore, liver protection therapy is also needed to treat the primary diseases. China's liver protection drug market is still a blue ocean. China Resources Sanjiu Co., Ltd. has been selling Essentiale Forte N for six years since 2017. In 2022, it lowered the price and entered the centralized procurement catalog of Guangdong Alliance, which is bound to bring a huge impact on the future marketing activities of Essentiale Forte N. Therefore, this paper finds out the problems faced by enterprises in the process of promoting Essentiale Forte N through research, analyzes the macroeconomic environment and competitive situation by using PEST theory and five forces model tool, and uses SWOT analysis tool to make marketing strategy choices for Essentiale Forte N after the concentrated procurement. STP theory is used to select the target market, 7Ps marketing mix theory is used to optimize the strategy, and finally, the guarantee suggestions are put forward for the implementation of marketing strategy optimization scheme. This study can provide a theoretical basis for the implementation of marketing strategy of China Resources Sanjiu Company for Essentiale Forte N in the Chinese market, and also provide an effective reference for the future marketing practice. At the same time, it can also provide a certain reference for Chinese pharmaceutical enterprises to develop competitive marketing strategies.
查看全文：	预览  下载(下载需要进行登录)