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论文编号：	14457
作者编号：	2320200592
上传时间：	2024/3/1 17:16:17
中文题目：	葵花药业普药连锁事业部营销策略优化研究
英文题目：	Research on Chain Business Division Marketing Strategy Optimization of Sunflower Pharmaceutical
指导老师：	武立东
中文关键字：	市场定位；营销组合理论；连锁药店；葵花药业；连锁事业部
英文关键字：	Market positioning;Marketing mix theory;Chain drugstore;Sunflower Pharmaceutical;Chain business department
中文摘要：	商务部在关于"十四五"时期促进药品流通行业高质量发展的指导意见中提出到2025年,药品零售百强企业年销售额占药品零售市场总额超过65%,药店连锁率接70%，现阶段各大上市连锁及区域龙头连锁都在扩张，连锁药店销售份额也被各医药工业企业愈发重视。 本论文选择了传统OTC药企葵花药业作为研究行业，将其下属普药分公司连锁事业部的药品营销策略作为研究对象，详细介绍了葵花药业的概况和组织架构以及葵花普药连锁事业部的发展现状，指出业务发展中存在的营销策略问题及问题产生的根源。 借助营销环境分析工具，对葵花药业普药连锁事业部所处宏观市场环境、竞争环境、自身现状等进行了较为全面的分析，结合STP理论，为葵花普药连锁事业部药品从企业客户和终端消费者两个维度设定相对精准的市场定位，运用4P’S营销组合理论，从产品、价格、渠道、促销四个方面优化葵花药业连锁事业部的药品营销策略；结合企业实际，从企业文化、组织架构、人员、营销制度、资金保障等多维度对营销策略的实施提出了保障措施。 本研究旨在通过对该公司普药连锁事业部药品营销策略的深入研究和探索，提出具有可行性的解决方案和措施，为工业企业的药品在零售连锁的业务开展供可借鉴的营销范例，同时为行业内医药企业成立连锁事业部提供创新的营销解决方案。
英文摘要：	In the guidance of the Ministry of Commerce on promoting the high-quality development of the pharmaceutical distribution industry during the "14th Five-Year Plan" period, it is proposed that by 2025, the annual sales of the top 100 pharmaceutical retail enterprises account for more than 65% of the total market value of the pharmaceutical retail market, and the chain rate of drugstores reaches 70%. At this stage, major listed chains and regional leading chains are expanding, and the sales share of chain drugstores is also increasingly valued by various pharmaceutical industrial enterprises. This thesis selects traditional OTC pharmaceutical enterprise Sunflower Pharmaceutical as the research industry, takes the drug marketing strategy of its general medicine branch chain business department as the research object, introduces in detail the overview and organizational structure of Sunflower Pharmaceutical and the current development status of Sunflower General Medicine Chain Business Department, and points out the marketing strategy problems and their root causes in business development. With the help of marketing environment analysis tools, a comprehensive analysis is made of the macro-market environment, competitive environment, and current situation of Sunflower Pharmaceutical General Medicine Chain Business Department. Combined with STP theory, a relatively accurate market positioning is set for Sunflower General Medicine Chain Business Department's drugs from two dimensions of corporate customers and end consumers. Using the 4P'S marketing mix theory, the drug marketing strategy of Sunflower Pharmaceutical Chain Business Department is optimized from four aspects: product, price, channel, and promotion. Combining with the actual situation of the enterprise, from multiple dimensions such as corporate culture, organizational structure, personnel, marketing system, and financial guarantee, measures are put forward to ensure the implementation of the marketing strategy. The purpose of this study is to propose feasible solutions and measures through in-depth research and exploration of the drug marketing strategy of this company's general medicine chain business department, provide a feasible marketing example for industrial enterprises' drug retail chain business, and provide innovative marketing solutions for pharmaceutical enterprises to establish chain business departments in the industry.
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