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论文编号：	14882
作者编号：	2320223871
上传时间：	2024/12/5 9:59:04
中文题目：	YS公司抗精神病药长效针剂营销策略研究
英文题目：	Research on marketing strategy of YS Company antipsychotic long-acting injection
指导老师：	张永强
中文关键字：	抗精神病药；长效针剂；营销策略；营销渠道
英文关键字：	marketing strategy；marketing channel；antipsychotic drugs；long-acting injection
中文摘要：	近年来，随着生活节奏的加快，精神疾病的发病率越来越高，对患者和家庭带来威胁的同时，也给社会的平安建设带来了隐患。因此抗精神病药的销售和使用越来越受到关注。既往抗精神病药物的使用主要是口服药，YS公司的长效针剂作为精神科的创新药品，也加入到激烈的市场竞争中。在激烈的竞争环境中，YS公司需要利用自身优势与外部机会，进行营销策略的调整，更好的服务患者和大众。 本文对YS公司抗精神病药长效针剂营销策略进行了研究。第一章分析了研究背景及意义，介绍了研究内容与方法。第二章回顾了本文所涉及的营销学理论及环境分析工具，包括市场定位理论和4P营销理论以及PEST分析、波特五力模型、SWOT分析法。第三章介绍了YS公司的基本情况、分析其外部环境和竞争环境、并对长效针剂进行了SWOT分析。第四章介绍了产品的营销现状，并通过市场调研进行了问题分析。第五章对YS公司抗精神药长效针剂营销策略进行了优化设计，主要从市场定位、产品、价格、渠道、宣传5个方面进行优化。在产品策略维度，产品矩阵组合及升级、加快新适应症拓展、加大新药研发和临床实验投入；在定价策略维度，依托药物经济学和政府政策指导，科学合理制定药物价格，预估多种支付方案；在渠道策略维度，核心重点医院加快准入、基层医院项目合作及线上渠道的布局；在推广策略维度，学术交流加强、公众平台展示与公共关系维护，塑造企业形象，完善推广模式。第六章从人员保障、制度保障、产品投诉和内控保障三个维度提出保障措施需求。最后得出了结论并提出展望。
英文摘要：	In recent years, with the acceleration of the pace of life, the incidence of mental illnesses has been increasing, posing threats to patients and their families while also posing hidden dangers to social stability. Consequently, the sales and use of antipsychotics have received increasing attention. Previously, antipsychotics were mainly administered orally, but YS Company's long-acting injectable, as an innovative psychiatric drug, has also entered into the fiercely competitive market. In this intense competitive environment, YS Company needs to leverage its internal strengths and external opportunities to adjust its marketing strategies and better serve patients and the public. This paper studies the marketing strategy of YS Company's long-acting antipsychotic injectable. Chapter One analyzes the research background and significance, introducing the research content and methods. Chapter Two reviews the marketing theories and environmental analysis tools involved in this paper, including market positioning theory, the 4P marketing theory, as well as PEST analysis, Porter's Five Forces model, and SWOT analysis. Chapter Three introduces the basic situation of YS Company, analyzes its external and competitive environments, and conducts a SWOT analysis of the long-acting injectable. Chapter Four presents the current marketing situation of the product and analyzes the problems through market research. Chapter Five optimizes the marketing strategy of YS Company's long-acting antipsychotic injectable, mainly focusing on five aspects: market positioning, product, price, place (distribution), and promotion. In terms of product strategy, it involves product matrix combination and upgrading, accelerating the expansion of new indications, and increasing investment in new drug research and clinical trials. In terms of pricing strategy, it relies on pharmacoeconomics and government policy guidance to scientifically and reasonably set drug prices and estimate various payment schemes. In terms of place strategy, it focuses on accelerating access in core key hospitals, project cooperation with grassroots hospitals, and the layout of online channels. In terms of promotion strategy, it strengthens academic exchanges, showcases on public platforms, maintains public relations, shapes corporate image, and improves the promotion model. Chapter Six proposes safeguard measures from three dimensions: personnel support, system support, product complaints, and internal control support. Finally, the paper concludes with findings and future outlooks.
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