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论文编号：	14071
作者编号：	2320200503
上传时间：	2023/6/8 17:19:19
中文题目：	S医药公司互联网营销策略研究
英文题目：	Research on the Development of Internet Model of S Company
指导老师：	李亚
中文关键字：	互联网+；药企营销；营销策略；医药行业
英文关键字：	Internet plus；Pharmaceutical Enterprise；Marketing Strategy；Pharmaceutical Industry
中文摘要：	随着国内人民生活水平的提高和对医疗保健需求的的增大，我国经济也在持续发展，老百姓的生活水平和生活质量不断提升，与此同时，人们对于自身健康也更加关注。医药行业和人类的健康息息相关，医药行业在我国的国民经济中的地位也逐渐凸显，中国医药行业市场规模在疫情下也一直保持快速增长，随着新冠疫情政策调整后，医疗需求也得到进一步的释放，预期会有更进一步的增长。为了更好的满足人民群众对于健康的更高追求，我国也一直在进行医疗行业产业的规范和升级创新，近几年经济一体化的进程在加速，医改政策也在不断的推进和深入，国务院政策不断出台推动了药监部门加快创新药品和器械的审批效率。医保目录调整进度近些年不断加速深化，2016年起医保部门开始直接与药企进行谈判，通过降低价格换取医保报销，分批次进行了集采，也为我国医保进一步降低支出，降低我国人民的就医费用上做了很大的推进。加之我国人口老龄化的现象也越发严重，老龄人口的增多也意味着慢性病用药需求的增大，对于医疗的需求更大。在众多因素的影响下，我国医药行业中的大小企业迎来了新的发展机会同时也面临新的挑战，一方面伴随着外部环境的变化，医药行业迎来了新的需求，市场规模逐步增大，发展水平逐步提升，政府不断的加大了对医疗卫生产业的投入，对于医疗行业的逐步规范，医药企业也获得了发展的更多机会。另一方面，随着全球化的进程的持续推进，在政策的不断调整下，医药行业的竞争格局也发生了巨大的变化，不仅限于产品和渠道，更多的聚焦于创新和对相关疾病患者的管理，提供更加完善便捷的医疗服务，竞争更加的激烈。 随着互联网经济的到来，互联网和移动互联网不断发展壮大，网络信息化快速扩张，逐渐渗入金融、商业、农业、教育及生活服务等各个传统行业。“互联网+”在近些年的发展中已为中国众多行业持续开展创新、突破、多元化的业务模式提供了更多的机会，也取得了不错的成就。互联网相关企业在几年前开始暗中布局互联网医药赛道，为医药行业的创新带来了更加广阔的空间，不仅是将购药、问诊转移到线上，还通过数字化赋能进而升级医药产业的相关上下游链条。为了在激烈的市场竞争中更好的立足和发展，抓住新的机会，从而增强自身在市场上的竞争能力，很多企业在发现互联网连通性的特质后都在尝试实施互联网商业的营销策略，与自身现在的发展模式进行融合，整合优势资源从而形成以提高企业的经营能力，形成更大的竞争优势。医药行业在多年传统营销的发展基础上，也在不断寻求更加有效的营销策略，自2013年，我国医疗政策对于使用互联网电子商务等平台进行医药营销条件的放开，增加了医药企业尝试和推广互联网营销模式的决心，企业营销模式的改变也使得企业的绩效在“互联网+”的背景下有了更大的提升空间，越来越多的医药企业也将实施互联网营销策略作为重要的战略主线，在不同维度开始尝试互联网的营销策略的推进，比如创新支付、便捷配送、患者服务、健康管理等多个环节进行探索尝试。 总体来看，中国医药电子商务发展在其他行业电子商务的发展之后，在新冠病毒疫情防控期间，更加唤醒了医生患者对于线上医疗服务的需求，但由于关系民生和消费基数大的的特点，也具备较大的发展潜力，近年来，国内的网络巨头也在关注和投资医药电商以及医药相关的数字化产业。国家及个地方政府也相继出台相关政策鼓励医疗和医药互联网的发展。S医药公司作为一家以中国作为主要市场的医药公司，专注于肿瘤和感染领域，既往一直坚持线下传统的医药营销和学术推广的方式。在2019年开始通过互联网这一现代社会的基础设施之一，构建更大的营销体系，开始尝试互联网营销。包括了与第三方购药平台的合作、第三方诊疗平台的合作、和相关商保平台的合作、拥有线上服务和业务的智慧药房合作、互联网医院的合作，同时也在自建互联网的诊疗平台。尝试了诸多不同的互联网营销模式。但互联网营销模式的创新，尚不能真正的取代传统医药企业的营销模式，因此研究互联网营销和传统医药企业的经营结果相关性就具有十分重要的意义。 本文通过文献分析方法和案例分析法来发现互联网营销策略对于医药企业发展的影响，从而提出相关的对策和建议。本文首先分析了战略理论和市场营销相关理论，通过国内外文献来梳理近些年医改相关的政策以及国内外学者对于医药企业开展互联网营销模式的探索和结果，之后通过宏观市场和竞争环境分析S公司开展互联网营销虽有一定的成长土壤和竞争优势也面临着较大的竞争压力。后续通过分析S公司的概况以及S公司进行互联网营销的动因，来看出目前营销模式存在的问题以及目前开展互联网营销的四个阶段，每个阶段的意义和问题，在此基础上制定了“互联网+医药”背景下医药公司的市场营销策略，从4P到4C，从顾客看的见的营销策略到顾客可以体验的营销策略方面，对S公司的互联网营销策略进行完善和优化，并制定相应的策略实施的保障。本文的研究目的主要是为S公司在这些年进行的互联网推广模式进行分析，为公司后续构建出更加完善的互联网营销策略，同时，也可以为医药行业内的企业有计划或者正在进行互联网营销策略提供相应的研究依据和参考。
英文摘要：	With the improvement of people's living standard and the increase of the demand for medical care, our economy is also developing continuously. People's living standard and quality of life are constantly improving. At the same time, people pay more attention to their own health. The pharmaceutical industry is closely related to human health, and its position in China's national economy has gradually become prominent. The market scale of China's pharmaceutical industry has maintained rapid growth despite the epidemic. With the further release of medical demand after the adjustment of the COVID-19 policy, further growth is expected. In order to better meet the people's higher pursuit of health, China has been carrying out the standardization and upgrading innovation of the medical industry. In recent years, the process of economic integration is accelerating, and the medical reform policy is also continuously advancing and deepening. The continuous release of policies of The State Council has promoted the drug administration to accelerate the approval efficiency of innovative drugs and devices. In recent years, the progress of the adjustment of the medical insurance catalog has been accelerated and deepened. Since 2016, the medical insurance department began to negotiate directly with pharmaceutical companies, and conducted batch collection by lowering the price in exchange for medical insurance reimbursement, which has made great progress in further reducing the expenditure of Chinese medical insurance and reducing the medical expenses of Chinese people. In addition, the aging of our population is becoming more and more serious. The increase of the elderly population also means the increasing demand for chronic disease medication and greater demand for medical treatment. Under the influence of many factors, the large and small enterprises in our pharmaceutical industry ushered in new opportunities for development but also face new challenges. On the one hand, with the changes in the external environment, the pharmaceutical industry ushered in new demands, the market size is gradually increasing, the level of development is gradually improving, the government continues to increase the investment in the medical and health industry, for the gradual standardization of the medical industry, Pharmaceutical companies have also gained more opportunities for development. On the other hand, with the continuous advancement of globalization and the continuous adjustment of policies, the competition pattern of the pharmaceutical industry has also undergone great changes. It is not limited to products and channels, but focuses more on innovation and the management of patients with related diseases to provide more perfect and convenient medical services, and the competition has become more fierce. With the arrival of the Internet economy, the Internet and mobile Internet continue to develop and expand, the rapid expansion of network information, gradually into finance, commerce, agriculture, education and life services and other traditional industries. In recent years, the development of "Internet Plus" has provided more opportunities for many industries in China to carry out continuous innovation, breakthrough and diversified business models, and has made good achievements. Internet-related enterprises began to secretly lay out the Internet medicine circuit several years ago, bringing a broader space for innovation in the pharmaceutical industry. They not only transferred the purchase of medicine and consultation online, but also upgraded the related upstream and downstream chain of the pharmaceutical industry through digital empowerment. In order to gain a better foothold and development in the fierce market competition, seize new opportunities and enhance their own competitiveness in the market, many enterprises are trying to implement Internet business marketing strategies after discovering the characteristics of Internet connectivity, integrate with their current development mode, integrate superior resources and thus improve their business ability. To form a greater competitive advantage. Based on the development of traditional marketing for many years, the pharmaceutical industry is also constantly seeking more effective marketing strategies. Since 2013, Chinese medical policies have relaxed the conditions for the use of Internet e-commerce and other platforms for pharmaceutical marketing, increasing the determination of pharmaceutical enterprises to try and promote the Internet marketing model. The change of enterprise marketing mode also makes the performance of enterprises have greater room for improvement under the background of "Internet +". More and more pharmaceutical enterprises also take the implementation of Internet marketing strategy as an important strategic main line and start to try to promote the Internet marketing strategy in different dimensions. Such as innovative payment, convenient distribution, patient services, health management and other links to explore. In general, after the development of e-commerce in other industries, China's pharmaceutical e-commerce has awakened the demand of doctors and patients for online medical services during the prevention and control of the novel coronavirus epidemic. However, due to its relationship with people's livelihood and large consumption base, it also has great development potential. In recent years, Domestic Internet giants are also paying attention to and investing in pharmaceutical e-commerce and pharmaceutical related digital industries. National and local governments have also introduced relevant policies to encourage the development of medical and pharmaceutical Internet. As a pharmaceutical company with China as its main market, S Pharmaceutical Company focuses on the field of tumor and infection, and has always adhered to the traditional offline pharmaceutical marketing and academic promotion. In 2019, we began to build a larger marketing system through the Internet, one of the infrastructure of modern society, and began to try Internet marketing. It includes the cooperation with the third-party drug purchasing platform, the third-party diagnosis and treatment platform, the cooperation with the relevant commercial insurance platform, the cooperation with the smart pharmacy with online services and business, and the cooperation with the Internet hospital. Meanwhile, it is also building its own Internet diagnosis and treatment platform. Tried many different Internet marketing models. However, the innovation of Internet marketing model cannot really replace the marketing model of traditional medicine enterprises, so it is of great significance to study the correlation between Internet marketing and the business results of traditional medicine enterprises. Through literature analysis method and case analysis method, this paper finds the influence of Internet marketing strategy on the development of pharmaceutical enterprises, and puts forward relevant countermeasures and suggestions. This paper first analyzes the strategy theory and marketing theory, and reviews the policies related to medical reform in recent years through domestic and foreign literature, as well as domestic and foreign scholars' exploration and results on the Internet marketing model of pharmaceutical enterprises. After analyzing the macro market and competitive environment, although S Company has certain growth soil and competitive advantages in Internet marketing, it also faces great competitive pressure. Subsequently, by analyzing the general situation of S Company and the motivation for S Company to conduct Internet marketing, the problems existing in the current marketing model and the significance and problems of the four stages of Internet marketing are identified. On this basis, the marketing strategies of pharmaceutical companies under the background of "Internet + medicine" are formulated, from 4P to 4C. From the marketing strategy seen by customers to the marketing strategy that customers can experience, the Internet marketing strategy of S Company is improved and optimized, and the corresponding guarantee for the implementation of the strategy is formulated. The research purpose of this paper is mainly to analyze the Internet promotion mode carried out by S Company in recent years, so as to build a more perfect Internet marketing strategy for the company. At the same time, it can also provide the corresponding research basis and reference for the enterprises in the pharmaceutical industry to plan or carry out Internet marketing strategy.
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