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论文编号：	14302
作者编号：	2320213746
上传时间：	2023/12/11 15:48:20
中文题目：	A医药公司肝癌靶向药谷特营销策略研究
英文题目：	Research on the marketing strategy of A pharmaceutical company''s liver cancer targeting drug Gute
指导老师：	张永强
中文关键字：	A医药公司 肝癌靶向药物 集采中选 营销策略
英文关键字：	A Pharmaceutical Company, Targeted drugs for liver cancer, Centralized drug procurement, Marketing Strategy
中文摘要：	原发性肝癌是我国最常见、最具有危害性的恶性肿瘤之一，我国每年新发肝癌患者达到38万之多，是肿瘤发病率第四位，而死亡率却是肿瘤的第二位，其恶性程度之高严重威胁广大人民群众的生命健康。随着医学水平的进步，治疗肝癌的手段逐渐丰富，包括手术治疗，介入治疗，肝脏移植，消融治疗，系统治疗等，其中系统治疗是必不可少的手段，其中包括化疗、靶向药物和免疫药物等。 A医药公司的肝癌靶向药谷特是属于靶向治疗药物，是一种口服多靶点酪氨酸激酶抑制剂，是仿制进口原研药L药的仿制药品，并通过一致性评价。 鉴于此类药物的较好的市场前景，A公司2022年上市仿制药谷特并通过国家一致性评价标准，并在2022年7月第七批国家药物集采中标，仅是原研价格的25.7%，是能够让更多的肝癌患者用上便宜又高效的好药。然而，在2022年全年销额并不令人满意，本文通过文献分析、市场营销等方法对谷特进行多层面分析，找出既往的经营问题，聚焦问题做出相应的市场营销策略的调整，目的在于推动谷特的后续的发展，也为在国内医药市场中出现“叫好不叫卖”的产品市场营销提供借鉴。 本文共分为六部分：第一部分是绪论，主要阐述了论文的研究背景、研究意义，设计了论文的研究框架，拟采用的研究方法；第二部分回顾了市场营销相关理论和分析方法，作为本文的理论基础；第三部分对A医药公司的肝癌靶向药谷特进行现状和营销环境分析，找出产品的经营问题，并结合内外部优劣势分析问题；第四部分是聚焦经营问题的基础上，对A医药公司的肝癌靶向药谷特营销策略的选择，针对谷特的经营问题进行相应的STP战略营销和市场营销策略的选择；第五部分为针对前一部分的营销策略进行相关的实施保障，以确保相应策略的实施执行；最后一部分结论与展望总结了谷特的营销策略的选择以及对后续经营发展提出了对于谷特其他领域的布局和发展，扩大经营范围提高营收。 本文的创新点在于，以现代市场营销理论为指导，从针对性和实用性的视角,系统梳理 A 医药公司肝癌靶向药物谷特的营销新思路，为 A 医药公司的营销决策提供参考，也希望本文的研究成果能对我国医药企业的营销实践有所裨益。
英文摘要：	Primary liver cancer is one of the most common and harmful malignant tumors in China. Each year, the number of new liver cancer patients in China reaches 380000, ranking fourth in the incidence rate of tumors, while the mortality rate is second in tumors. The high degree of malignancy seriously threatens the lives and health of the masses of the people. With the advancement of medical technology, the methods for treating liver cancer are gradually becoming more diverse, including surgical treatment, interventional therapy, liver transplantation, ablation therapy, systemic therapy, etc. Among them, systemic therapy is an essential means, including chemotherapy, targeted drugs, and immune drugs. A Pharmaceutical Company's liver cancer targeted drug, Gute, is a targeted therapeutic drug that is an oral multi target tyrosine kinase inhibitor. It is a generic drug that imitates the imported original drug L and has passed consistency evaluation. Given the good market prospects of this type of drug, Company A launched a generic drug called Gute in 2022 and passed the national consistency evaluation standards. In July 2022, it won the bid for the seventh batch of national drug procurement, which was only 25.7% of the original research price. It is a good and cost-effective drug that can enable more liver cancer patients to use it. However, the sales volume for the entire year of 2022 was not satisfactory. This article conducts a multi-level analysis of Gute through literature analysis, marketing, and other methods to identify past business problems, focus on problems, and make corresponding marketing strategy adjustments. The purpose is to promote the subsequent development of Gute and provide reference for the marketing of products that are "good but not good" in the domestic pharmaceutical market. This article is divided into six parts: The first part is an introduction, which mainly elaborates on the research background and significance of the paper, designs the research framework of the paper, and proposes the research methods to be adopted; The second part reviews the relevant theories and analytical methods of marketing as the theoretical basis of this article; The third part analyzes the current situation and marketing environment of A Pharmaceutical Company's liver cancer targeted drug Gute, identifies the business problems of the product, and analyzes the problems based on internal and external strengths and weaknesses; The fourth part focuses on the selection of marketing strategies for A Pharmaceutical Company's liver cancer targeted drug, Gute, based on business focus. Corresponding STP strategic marketing and marketing strategies are selected for Gute's business problems; The fifth part is to provide relevant implementation guarantees for the marketing strategy of the previous part to ensure the implementation of the corresponding strategy; The final part of the conclusion and outlook summarizes the selection of marketing strategies for Gute and proposes the layout and development of other fields for Gute's subsequent business development, expanding its business scope and improving revenue. The innovation of this article lies in the guidance of modern marketing theory, from a targeted and practical perspective, systematically sorting out A Pharmaceutical Company's new marketing ideas for the liver cancer targeted drug Gute, providing reference for A Pharmaceutical Company's marketing decision-making. It is also hoped that the research results of this article can be beneficial to the marketing practice of Chinese pharmaceutical enterprises.
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