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论文编号：	14047
作者编号：	2120213379
上传时间：	2023/6/8 8:50:20
中文题目：	DS药业公司降糖药品的整合营销传播策略研究
英文题目：	A Study on the Integrated Marketing Communications Strategy of Hypoglycemic Drugs in DS Medicine Co. LTD.
指导老师：	申光龍教授
中文关键字：	整合营销传播；利害关系者；营销传播管理者；4C营销组合；STP理论
英文关键字：	Integrated Marketing Communications; Stakeholders and Interest Groups; Marketing Communications Manager; 4C marketing Mix; STP theory
中文摘要：	摘 要 随着我们国家国民收入水平的提高，居民的生活水平质量也有了大幅度的提升，而糖尿病等一些慢性病也成为我们生活中非常常见的一种慢性病，数据显示，中国糖尿病患者人数高达1.3亿，将近占据我们总人口的9.3%。在糖尿病病例中，Ⅱ型糖尿病是目前主要的糖尿病类型，占据糖尿病总人数93%左右，针对该类糖尿病的治疗主要集中在两方面，一是口服药物，二是注射胰岛素，本文研究的是DS药业公司口服降糖药品的营销优化策略。在口服降糖药品市场上，除特有的中成药以外，西药品种基本都是国外的大型药企掌控，当前在国内市场上市的应用较为广泛的降糖药品都属于已过专利保护期的国外仿制药，目前国内对于此类产品仍然有巨大的需求而且厂家众多竞争激烈。DS药业公司降糖药品也在此竞争行列，国内相关药品的研究起步较晚，而且一般原研药的研发周期为15-20年，这个过程既需要时间的积累也需要消耗大量的人力和财力，所以国外大型药企的原研药品的价格要比国内的仿制药平均贵20%-30%，并且有些国外原研药品仅在国外市场上市。 在糖尿病发病率趋于年轻化的背景之下，降糖药品成为糖尿病患者每日所需药品，市场上降糖药品信息繁杂，治疗过程繁琐，药品价格多样。对于DS药业来说，面对巨大的糖尿病市场及多变的竞争格局，如何调整营销策略，重新焕发产品生机成为本研究的重要内容。为此，本文首先介绍降糖药品发展的基本情况，包括药品的分类及相关市场发展现状，首先对国内市场现状进行分析，利用五力模型理论对当前竞争状况进行分析，通过结合DS药业公司发展的基本情况，找出其存在的问题，利用STP理论对糖尿病市场进行目标市场的梳理和定位，结合4C’s的营销组合策略和整合营销传播理论、利害关系者理论优化DS药业公司营销策略，增加企业竞争能力。 本研究的成果主要包括以下三个方面：第一，分析整理出DS药业公司基于整合营销传播的营销策略。第二，构建基于营销传播管理者为中心的DS药业公司整合营销传播组织框架。第三，提出并设计基于利害关系联盟的绩效评估体系。
英文摘要：	Abstract With the improvement of China's national income level, the quality of life of residents has been greatly improved, and diabetes and other chronic diseases have become a very common chronic disease in our life. Statistics show that the number of diabetes patients in China is as high as 130 million, accounting for nearly 9.3% of the total population. With the onset of diabetes in younger age, the risk of diabetes is significantly increasing, which will seriously reduce the quality of life of Chinese people and become one of the public health problems affecting Chinese people, and the situation needs to be improved. In diabetes cases, type ii diabetes is the main type of diabetes at present, accounting for about 93% of the total number of diabetes. The treatment of this type of diabetes mainly focuses on two aspects, one is oral preparation and the other is insulin injection. This paper studies the marketing optimization strategy of DS Pharmaceutical in the oral preparation market. In the oral preparation market, except for proprietary Chinese medicines, western medicines are basically controlled by large foreign pharmaceutical companies. At present, domestic pharmaceutical companies do not have listed original diabetes drugs, and the widely used diabetes drugs listed in the domestic market are all foreign generic drugs whose patent protection period has expired. There is still a domestic demand for such products and many manufacturers compete fiercely. The drugs produced and listed by DS Pharmaceutical Company belong to this kind of generic drugs. Generic drugs have a huge market in China, and the related research and development process is simpler than the original drugs, and the profit cycle is shorter. The research on related drugs in China started late, and the research and development cycle of the original drugs is generally 15-20 years, which not only takes time to accumulate but also costs a lot. In the case of diabetes is becoming more common, more and more of the diabetes drug become over-the-counter or prescription by doctors start can also be convenient to buy prescription drugs, the same or different series of drugs are of similar condition has the same effect, and a series of pharmaceutical production in different drug firms also have different brand name, Therefore, the information of drugs commonly used to treat diabetes in the market becomes more complex, the treatment process is complicated, and the prices of drugs are diverse. For DS pharmaceutical, in the face of the huge diabetes market and the changeable competition pattern, how to break out of the cocoon through its own adjustment and rejuvenate the product has become an important content of this study. To this end, this paper first introduces the basic situation of the development of diabetes drugs, including the classification of drugs and relevant market development status quo,using the five forces model theory to analyze the current competition situation, through the basic situation of DS pharmaceutical company development, find out its shortcomings. Using STP theory to re-select and position the target market of diabetes market, using 4C-based marketing strategy to design the marketing mix strategy of DS Pharmaceutical Company, and then using integrated marketing communication, stakeholder theory combined with the case of DS pharmaceutical company diabetes drug marketing optimization strategy to refine my views. The results of this study mainly include the following three aspects: First, analyze and sort out DS pharmaceutical company integrated marketing communication stakeholder positioning and demand. Second, construct the integrated marketing communication organization framework of DS Pharmaceutical Company. Third, innovate product marketing ideas, integrate Internet medical, medical digital marketing and other ways to improve the comprehensive advantages of products. In addition, this study proposes a performance evaluation system based on stakeholder alliance, and introduces corporate social responsibility to design corporate evaluation.
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