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论文编号：	14421
作者编号：	2320213682
上传时间：	2023/12/15 14:40:21
中文题目：	JY公司阿赛松药品营销战略优化研究
英文题目：	Research on optimization of drug marketing strategy of Asaxone of JY Company
指导老师：	马连福
中文关键字：	营销策略；7Ps 营销组合；制药企业；
英文关键字：	Marketing strategy, 7Ps marketing mix; Pharmaceutical enterprises;
中文摘要：	在国家医药改革背景下，以一致性评价为提前的带量采购常态化开展，很多医药企业面临着巨大的压力，迫使医药企业由高速发展转为高质量发展，独家制剂及创新药迎来空前的发展机会。 本文以 JY 公司激素类的营销问题为研究对象，阿赛松是 JY 公司 2023 年战略性产品，是 JY 公司的独家制剂，但是，由于阿赛松目前还处于市场导入期，医疗市场对其并不熟悉，目前的营销推广策略也存在诸多问题，如缺乏循证医学证据、产品价格缺乏竞争力、渠道建设缓慢且失衡、推广方式单一且低效、员工专业化程度欠缺、包装设计不够吸引人、销售流程繁琐且低速等，因此，优化阿赛松的营销策略，显得尤为重要。 在研究过程中，以阿赛松的市场营销战略为研究对象，以 7PS 理论为基本研究框架，通过文献研究法、案例分析法、问卷调研法、深度访谈法等研究方法，依据阿赛松的市场营销策略存在问题和成因分析，通过 STP 战略重新定位，得出了本文的研究结论，主要包括：一是符合临床需求的产品策略优化；二是迎合消费者期望价格策略优化；三是健全合作机制的渠道策略优化；四是借助新媒体多元促销策略优化；五是提高服务能力的人员策略优化；六是突出产品特色的展示策略优化；七是健全慢病管理的服务策略优化。最后，提出了保障措施。 本研究有助于 JY 公司阿赛松最终提升市场占有率，提升销售额，实现其营销目标。同时，本研究也为相关药企的类似产品的营销问题提供了有益的借鉴。
英文摘要：	In the context of the national pharmaceutical reform, with the normalization of volume procurement based on consistency evaluation as an advance, many pharmaceutical enterprises are facing enormous pressure, forcing them to shift from high-speed development to high-quality development. Exclusive formulations and innovative drugs face unprecedented development opportunities. This article focuses on the marketing issues of hormones at JY Pharmaceutical Company. A drug is a strategic product of JY Pharmaceutical Company in 2023 and an exclusive ormulation of JY Pharmaceutical Company. However, due to the fact that A drug is still in the market introduction period and the medical market is not familiar with it, there are also many problems with its current marketing and promotion strategies, such as a lack of evidence-based medical evidence, lack of competitiveness in product prices, slow and imbalanced channel construction, single and inefficient promotion methods Due to the lack of professionalism among employees, unattractive packaging design, cumbersome and slow sales processes, optimizing the marketing strategy of A drug is particularly important. In the research process, the marketing strategy of A drug was taken as the research object, and the 7PS theory was used as the basic research framework. Research methods such as literature research, case analysis, questionnaire research, and in-depth interviews were used to analyze the problems and causes of A drug's marketing strategy. Through the repositioning of STP strategy, the research conclusions of this article were drawn, mainly including: firstly, optimizing product strategies that meet clinical needs; Secondly, optimizing pricing strategies to meet consumer expectations; Thirdly, optimize the channel strategy of sound cooperation mechanisms; Fourth, optimize diversified promotion strategies through new media; Fifth, optimize personnel strategies to improve service capabilities; Sixth, optimize the display strategy that highlights product characteristics; Seventh, optimize the service strategy for improving chronic disease management. Finally, safeguard measures were proposed. This study helps JY Pharmaceutical Company A to ultimately increase market share, increase sales, and achieve its marketing goals. At the same time, this study also provides useful reference for similar product marketing issues of relevant pharmaceutical companies.
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