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论文编号：	14233
作者编号：	2320213777
上传时间：	2023/12/9 10:12:50
中文题目：	海思科医药公司皮肤局麻药品市场营销策略研究
英文题目：	Research on Marketing Strategy of Skin Local Anesthetics Drugs of Haisco Pharmaceutical Company
指导老师：	刘建华
中文关键字：	医药行业；皮肤局麻药品；营销策略；
英文关键字：	Pharmaceutical industry; Drugs for local anesthetic drugs for the skin; Marketing strategy;
中文摘要：	随着经济不断发展，居民生活水平的提高，人们在医疗保健方面的意识逐步增强，在医疗保健方面的支出逐年增多。人们自我医疗保健意识增强对建设健康中国有重要的意义。而人们不仅仅对医疗保健意识方面增强，并且要求在部分皮肤局部手术治疗过程中可以减少痛觉。例如，激光手术治疗、小儿包皮手术治疗、生殖器黏膜手术治疗等。患者对就诊过程中的这种需求，正是符合舒适化诊疗的理念。舒适化诊疗在儿外科、皮肤科、医美整形科、麻醉科等科室越来越收到重视。医生希望除了提高自身医术水平外能够有合适的药品可以应用于患者治疗过程，以达到减少患者痛苦的目的，推动舒适化诊疗进程。部分医药公司为了满足医生、患者的舒适化诊疗需求，也在不断的投入精力研发可用于皮肤局部麻醉的药品。舒适化诊疗的提出和发展，体现了人们在治疗疾病的基础上有了更高的要求，同时，推动舒适化诊疗也体现了以人为本的人文理念。可以说，皮肤局麻药品可以缓解患者手术过程中的痛觉，这一药品的上市，符合市场的需求。 传统定义中，皮肤局麻药品是一种用于在手术治疗过程中可逆的引起局部组织痛觉消失的药品，并且患者在手术过程中是保持清醒的状态。目前，皮肤局麻药品在市场上可供选择的品种和厂家并不多。正因看好该产品的广阔市场前景，而受到各大医药公司的关注，以期在皮肤局麻药品领域占得一席之地，从而为企业的发展注入新的血液，提高企业的营业利润，促进企业的发展。 海思科医药公司成立于2000年，是一家专注于新药研发，集生产、制造、销售于一体的专业化医药上市公司。在2023年5月该公司的皮肤局麻药品利丙双卡因（商品名：海乐舒）上市，该产品是相对于阿斯利康的原研药利丙双卡因首仿上市，上市后通过国家药监局规定的一致性评价。海思科医药公司的利丙双卡因一经上市，对部分市场的现有竞争产品形成了一定的冲击作用，使得已经形成的皮肤局麻药品市场格局被打破。在海思科医药公司的皮肤局麻药品上市后不久，乳源东阳光药业公司生产的利丙双卡因也同样上市。目前，海思科面临的市场局面是，既有已经抢先占有大片市场的现有竞争者，又有强有力的新上市竞争者，不仅如此，未来1年还会有多家公司上市利丙双卡因。这使得海思科医药公司不得不尽早占有市场，以期在未来市场竞争中占据领先地位。故而制定适合企业发展、适合市场现状的市场营销策略，帮助企业快速做好市场准入，提高销量，提高该产品销售额，是海思科医药公司在利丙双卡因市场推广过程中需要解决的重要问题。 本文是结合本人在海思科医药公司销售部从事市场营销工作近一年半的实际工作心得体会，联系当下医药行业所面临的宏观市场环境，以及海思科医药公司在新产品市场推广过程中所需要面对的竞争环境。以海思科医药公司皮肤局麻药品为研究对象，通过PEST分析模型深入剖析当下医药行业在政治、经济、社会、技术四个方面所面临的宏观环境，每个行业对不可避免的受到市场宏观环境的影响，企业在深入了解所处的宏观市场环境后才能做出更符合市场现状的营销策略。在分析市场宏观环境的基础上，本文又结合波特五力模型分析海思科医药公司在市场上面对的竞争现状，波特五力模型主要是从现有竞争者分析、潜在竞争者分析、替代品的威胁、供应商的议价能力和客户的议价能力五个方面进行分析，对市场竞争环境的分析有利于海思科医药公司了解在医药行业的基本竞争态势，从而在行业中找出最有优势的竞争位置。最后通过对海思科医药公司皮肤局麻药品内部环境进行SWOT分析，总结得出皮肤局麻药品的优劣势以及在市场中的机会与威胁。通过SWOT分析，得出海思科医药公司皮肤局麻药品仍然具有广阔的市场机会，符合市场需求，并且公司在专业化学术推广方面的优势远超竞争者。在对内外部环境分析的基础上，进一步运用STP分析理论对海思科医药公司皮肤局麻药品做了市场细分、目标市场选择和市场定位三个方面的阐述。在对市场细分做了准确定位后，最终运用7Ps营销理论从产品、定价、渠道、促销、人员、过程及有形展示几个方面提出营销策略优化，根据所提出的营销策略优化以期能够为海思科医药公司皮肤局麻药品提高市场准入数量，增加市场份额占有率。在营销策略优化提出的同时，为保证营销策略的顺利实施，提出针对性的保障措施。保障措施主要提出在组织与制度保障、企业文化与资金保障、信息系统保障及危机公共保障这几个方面，海思科医药公司为皮肤局麻药品营销策略推广有序推进有必要做出相应的完善措施保障。最后，为了快速拓展市场，提高市场份额，海思科医药公司在了解所面临的宏观环境、微观环境后，利用产品与竞品相比年龄段适用更广、安全性优势明显等方面，聚焦二三级公立等级医院的手术科室，尽快争取科室需求认同，准入市场。同时，需要快速布局医美整形民营医疗机构市场和线上销售渠道。在市场推广方面提高专业化销售能力和人员素质，争取获得差异化优势。 本文的研究分析，一方面为海思科医药公司皮肤局麻药品上市之初提出了营销策略优化方案，有利于海思科医药公司在皮肤局麻药品市场推广上较快的提高市场份额，提高产品盈利能力，助力海思科医药公司不断更好更快向前发展。同时，该研究分析也为其他制药企业提供一定的营销策略参考。
英文摘要：	With the continuous development of the economy and the improvement of the living standard of the population, people's awareness of health care has gradually increased, and the expenditure on health care has increased year by year. The increase in people's awareness of self-medical care is of great significance to the construction of a healthy China. People are not only more aware of health care, but also demand that pain can be reduced during some of the localized skin surgical procedures. For example, laser surgery, pediatric circumcision, and genital mucosal surgery. This demand for patient care is in line with the concept of comfort care. Comfort care is receiving more and more attention in pediatric surgery, dermatology, medical aesthetics and plastic surgery, anesthesiology, and other departments. Doctors hope that in addition to improving their own medical skills, they can have the right medicines to be applied to the patient's treatment process, in order to reduce the patient's pain, and to promote the process of comfort-oriented diagnosis and treatment. In order to meet the needs of doctors and patients for comfortable treatment, some pharmaceutical companies are also continuously investing in the research and development of drugs that can be used for local anesthesia of the skin. Comfort diagnosis and treatment of the proposed and development, reflecting the people in the treatment of disease based on a higher demand, at the same time, to promote comfort diagnosis and treatment also reflects the humanistic concept of people-oriented. It can be said that skin local anesthesia drugs can relieve patients' pain during surgery, and the listing of this drug meets the market demand. In the traditional definition, the skin local anesthetic drugs are a kind of drugs used in the surgical treatment process can be reversible to cause the local tissue pain sensation disappearance, and the patient is awake during the surgical process. At present, the skin local anesthesia drugs available on the market are not many varieties and manufacturers. Because of the product's broad market prospects, and by the attention of major pharmaceutical companies, with a view to occupying a place in the field of skin anesthesia drugs, so as to inject new blood into the development of enterprises, improve business profits, and promote the development of enterprises. Founded in 2000, Haisco Pharmaceutical Co., Ltd. is a publicly traded pharmaceutical company specializing in the research and development of new drugs and integrating production, manufacturing and sales. In May 2023 the company's dermal local anesthesia drug Rilprednisolone (trade name: Haileshu) was launched on the market, which is a first generic version of AstraZeneca's originator drug Rilprednisolone, and has passed the consistency evaluation stipulated by the State Administration of Pharmaceutical Affairs after the launch. Once Haisco Pharmaceuticals' Ribocaine was listed on the market, it formed a certain impact on the existing competitive products in some markets, making the already formed market pattern of dermal local anesthetic drugs broken. In the Haisco Pharmaceutical Company's skin local anesthesia drugs on the market shortly after the lactic source of Dongyangguang Pharmaceutical Company's production of rilprednisolone is also on the market. Currently, Haisco is facing a market situation where there are existing competitors who have already taken over a large part of the market, as well as strong new competitors on the market, and not only that, there will be several companies listing Ribocaine in the next year. This makes it imperative for Haisco Pharmaceuticals to capture the market as early as possible in order to take the lead in future market competition. Therefore, the development of a marketing strategy suitable for the development of the company and the current market situation, to help the company to quickly do a good job of market access, increase sales, and increase the sales of this product is an important issue that Haisco Pharmaceuticals needs to solve in the process of rilprednisolone market promotion. This paper is a combination of my sales department in Haisco Pharmaceutical Company engaged in marketing work for nearly one and a half years of practical work experience, in connection with the current pharmaceutical industry is facing the macro-market environment, as well as Haisco Pharmaceutical Company in the process of marketing new products need to face the competitive environment. Haisco Pharmaceuticals skin anesthesia drugs as the object of study, through the PEST analysis model in-depth analysis of the pharmaceutical industry in the current political, economic, social, technological four aspects of the macro-environment faced by each industry is inevitably affected by the macro-environment of the market, the enterprise in a deeper understanding of the macro-market environment in order to make a more in line with the current state of the market marketing strategy. On the basis of analyzing the market macro-environment, this paper also combines the Porter's Five Forces model to analyze the competition status quo faced by Haisco Pharmaceuticals in the market, the Porter's Five Forces model is mainly from the analysis of the existing competitors, potential competitors, the threat of substitutes, the bargaining power of the supplier and the bargaining power of the customer to analyze the five aspects of the market competitive environment is conducive to the analysis of the market for Haisco Pharmaceuticals to understand the basic competitive situation in the pharmaceutical industry, which is the most important factor in the market. The analysis of the competitive environment helps Haisco Pharmaceuticals to understand the basic competitive dynamics of the pharmaceutical industry and to identify the most advantageous competitive position in the industry. Finally, through the SWOT analysis of the internal environment of Haisco Pharmaceuticals' dermal local anesthesia drugs, the strengths and weaknesses of dermal local anesthesia drugs as well as the opportunities and threats in the market are summarized. Through the SWOT analysis, it is concluded that Haisco Pharmaceuticals' dermal local anesthesia drug still has a broad market opportunity, in line with the market demand, and the company's advantage in specialized academic promotion far exceeds that of its competitors. Based on the analysis of the internal and external environment, the STP analysis theory is further applied to explain the market segmentation, target market selection and market positioning of Haisco's dermatological anesthesia drugs. After the accurate positioning of the market segmentation, the final use of 7Ps marketing theory from the product, pricing, channels, promotions, people, process and physical display of several aspects of the proposed marketing strategy optimization, according to the proposed marketing strategy optimization in order to be able to increase the number of market access for the Haisco Pharmaceuticals dermatological anesthesia drugs to increase the market share of the market. In the marketing strategy optimization proposed at the same time, in order to ensure the smooth implementation of the marketing strategy, proposed targeted security measures. Safeguard measures are mainly proposed in the organization and system security, corporate culture and financial security, information system security and crisis public security in these areas, Haisco Pharmaceuticals for the skin local medicine marketing strategy to promote the orderly promotion of the necessary to make the corresponding perfect measures to protect. Finally, in order to rapidly expand the market and increase the market share, Haisco Pharmaceuticals, after understanding the macro-environment and micro-environment faced by the company, utilizes the product to focus on the surgical departments of the second and third level public hospitals with a wider range of age groups compared with competitors and obvious advantages in terms of safety, to strive for the department's recognition of the demand as soon as possible to gain access to the market. At the same time, the need for rapid layout of medical plastic private medical institutions market and online sales channels. In the market promotion to improve the specialized sales capacity and quality of personnel, in order to obtain differentiated advantages. The research and analysis of this paper, on the one hand, for Haisco Pharmaceuticals, Inc. skin local anesthetic drugs listed at the beginning of the marketing strategy optimization program, which is conducive to Haisco Pharmaceuticals, Inc. in the skin local anesthetic drug marketing faster to increase market share, improve product profitability, and help Haisco Pharmaceuticals, Inc. to continue to better and faster forward development. At the same time, the study also provides certain marketing strategy reference for other pharmaceutical companies.
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