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论文编号：	14978
作者编号：	2320223900
上传时间：	2024/12/8 10:15:28
中文题目：	雷允上药业集团防治痴呆药品苁蓉益智胶囊营销策略研究
英文题目：	Research on the Marketing Strategy of Dementia Prevention and Treatment Drugs Congrong Yizhi Capsule of Lei Yunshang Pharmaceutical Group
指导老师：	杜建刚
中文关键字：	营销策略;防治痴呆药品;苁蓉益智胶囊
英文关键字：	Marketing Strategy;Dementia Prevention and Treatment;Congrong Yizhi Capsule
中文摘要：	在“健康中国”战略的引导下，中医药行业尤其是防治痴呆药品领域迎来了广阔的市场机遇和政策支持。近年来，雷允上药业集团作为行业内的领军企业，积极响应国家政策号召，推出了防治痴呆药品“苁蓉益智胶囊”，该药物专注于治疗血管性痴呆，凭借其独特的疗效和较为合理的价格，在市场中展现了广阔的发展前景。本文通过对医药行业宏观环境、竞争态势的深入分析，结合国家药品审批制度、医保支付方式改革、药品集采等政策，明确了苁蓉益智胶囊的市场机遇与挑战，并借助STP理论细分市场、选择目标市场，确立了其核心市场定位。 在市场营销策略的制定及优化方面，本文基于4P营销组合理论，详细探讨了苁蓉益智胶囊的营销路径。首先，在产品策略上，建议通过提升产品的疗效、拓展适应症、优化包装设计等方式，进一步增强其市场竞争力，并扩大适用群体。其次，价格策略上，雷允上药业集团应在维持现有价格竞争力的基础上，灵活应对医保谈判和集采政策的影响，确保苁蓉益智胶囊在医院及药店渠道中的可及性和竞争力。渠道策略上，雷允上药业集团应加强与基层医疗机构、社区医院的合作，进一步提升苁蓉益智胶囊在基层市场的渗透率，并积极利用电商平台和线上渠道扩大市场覆盖范围。促销策略上，雷允上药业集团应重点推进学术化营销，通过医生、药师等专业人员的推广，强化苁蓉益智胶囊在临床治疗中的应用。同时，借助品牌宣传、患者教育等方式，提升产品的市场认知度和信任度。 除了策略的制定及优化，本文还探讨了苁蓉益智胶囊营销策略的实施保障。雷允上药业集团需进一步优化组织架构，加强各部门协作，确保营销、生产和研发等环节的高效对接。此外，企业应加大对营销团队的培训力度，提升团队的市场应变能力与专业素养，确保能够有效应对不断变化的市场环境。在企业文化方面，应继续坚持“聚佰草、泽万民”的理念，关注终端的实际需求，从而推动营销策略的实施。同时，企业应注重市场风险管理，特别是在面对医保政策调整、价格谈判、市场竞争加剧等挑战时，保持灵活应对的能力，以保障企业在市场中的长期竞争力。 通过分析苁蓉益智胶囊的市场环境与竞争状况，本文认为，该产品在治疗血管性痴呆的领域具备显著的临床价值与市场潜力。雷允上药业集团应继续强化品牌建设，拓展市场覆盖面，尤其是进一步扩大在基层医疗市场的影响力。随着营销策略的不断优化，苁蓉益智胶囊有望在未来的市场竞争中保持领先地位，推动企业的长期可持续发展。本研究为雷允上药业集团未来的营销战略提供了理论支持，同时也为其他中成药企业在各疾病领域的创新药品推广中的策略制定及优化提供了有价值的参考。 关键词：营销策略；防治痴呆药品；苁蓉益智胶囊
英文摘要：	Under the guidance of the "Healthy China" strategy, Dementia Prevention and Treatment（DPT）, especially in the field of innovative Chinese patent medicines, has embraced broad market opportunities and policy support. In recent years, Leiyunshang Pharmaceutical Group, as a leading company in the industry, has actively responded to national policies by introducing the innovative DPT " Congrong Yizhi Capsule." This medicine focuses on the treatment of vascular dementia and has demonstrated significant market potential due to its unique efficacy and reasonable pricing. This study analyzes the macroeconomic environment and competitive landscape of the pharmaceutical industry, incorporating policies such as drug approval reform, medical insurance payment reform, and centralized drug procurement. It identifies the market opportunities and challenges for Congrong Yizhi Capsule and, utilizing STP theory, segments the market, selects target markets, and defines its core market positioning. Regarding the formulation of marketing strategies, this thesis applies the 4P marketing mix theory to explore the marketing pathways of Congrong Yizhi Capsule in detail. First, in terms of product strategy, it is recommended to enhance the product’s efficacy, expand its indications, and optimize packaging design to further strengthen its market competitiveness and broaden its user base. Secondly, for pricing strategy, Leiyunshang Pharmaceutical should maintain its current price competitiveness while flexibly responding to negotiations with medical insurance and procurement policies, ensuring the product's accessibility and competitiveness in hospitals and pharmacies. In terms of channel strategy, Leiyunshang should strengthen cooperation with primary healthcare institutions and community hospitals to further improve the market penetration of Congrong Yizhi Capsule, while also utilizing e-commerce platforms and online sales channels to expand market coverage. For promotion, the company should focus on academic marketing, encouraging professional endorsements from doctors and pharmacists to strengthen the use of Congrong Yizhi Capsule in clinical treatments. Additionally, brand promotion and patient education should be used to enhance market awareness and consumer trust. Beyond the formulation of these strategies, the thesis also examines the implementation safeguards for Congrong Yizhi Capsule’s marketing strategy. Leiyunshang Pharmaceutical should further optimize its organizational structure, enhancing inter-departmental collaboration to ensure the efficient coordination between marketing, production, and research and development. Moreover, the company should intensify the training of its marketing team to improve its market adaptability and professional competence, ensuring it can effectively respond to the changing market environment. Culturally, the company should continue to adhere to a “patient-centered” philosophy, addressing patients’ actual needs to drive the implementation of marketing strategies. Additionally, the company should focus on market risk management, especially in dealing with changes in medical insurance policies, price negotiations, and increasing market competition, maintaining the flexibility to ensure long-term competitiveness in the market. By analyzing the market environment and competitive landscape of Congrong Yizhi Capsule, this thesis concludes that the product holds significant clinical value and market potential in the treatment of vascular dementia. Leiyunshang Pharmaceutical should continue to strengthen its brand development and market expansion, particularly in increasing its influence in primary healthcare markets. With continuous optimization of its marketing strategy, Congrong Yizhi Capsule is expected to maintain a leading position in the future market, driving the company's long-term sustainable development. This research provides theoretical support for Leiyunshang Pharmaceutical’s future marketing strategies and offers valuable reference for other DPT companies in developing strategies for innovative drug promotion. Keywords：Marketing Strategy；Dementia Prevention and Treatment；Congrong Yizhi Capsule
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