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论文编号：	15602
作者编号：	2320233844
上传时间：	2025/12/8 8:45:10
中文题目：	SP公司药用乳糖代理业务的整合营销传播战略研究
英文题目：	Research on Integrated Marketing Communications Strategy of Pharmaceutical Lactose Agency Business of SP Co. Ltd.
指导老师：	申光龍
中文关键字：	药用乳糖；整合营销传播；营销战略；利害关系者；客户关系管理
英文关键字：	Pharmaceutical Lactose; Integrated Marketing Communications; Marketing Strategy; Stakeholders; Client Relationship Management
中文摘要：	近年来，中国药用辅料行业呈现品种多元化、质量稳步提升、创新能力增强 的发展态势。药用乳糖作为关键药用辅料，在药品制剂及保健品领域作用显著： 既可作为赋形剂应用于片剂、胶囊剂等常规剂型，通过调节药物密度、流动性及 可压性提升制剂稳定性；又能在冻干制剂中充当保护剂，维持生物活性成分结构 完整性；还可在缓控释制剂中调节释放速率实现精准递送，其理化特性的可控性 使其成为现代药物制剂研发的重要辅料。 随着医药市场扩大、仿制药一致性评价政策深化与创新药研发管线拓展，广 大人民群众对药品质量要求提高，推动行业迎来结构性机遇，尤其在新药研发与 制剂技术创新驱动下，高品质药用辅料需求持续增长。但与发达国家相比，中国 药用辅料行业在高端产品研发、生产工艺及质量控制等方面仍有提升空间。药用 乳糖因中国乳制品行业发展限制，高度依赖进口，欧美主要乳糖生产商纷纷进入 中国市场，代理营销模式成为重要方式，代理权和客户的争夺成为各代理商关注 的焦点。 SP公司是以进口药用辅料为主营产品的营销企业，其主要产品之一是代理 德国美剂乐两合公司生产的药用乳糖，并凭借多年深耕已建立起稳定的客户基 础与市场份额。然而，面对行业竞争加剧，客户对产品质量稳定性、供应链保障 及技术服务响应提出更高要求，传统营销模式适应性不足，亟需构建系统动态的 营销体系。本文结合产业实践与理论研究，采用文献资料法、案例分析法等研究 方法，结合整合营销传播、利害关系者及客户关系管理等理论。首先概述药用乳 糖特性、应用场景及整合营销传播理论，结合宏观政策、行业竞争及消费需求变 化分析中国药用乳糖营销现状与趋势，进而从战略定位、渠道优化、品牌建设、 客户服务层面提出 SP 公司整合营销传播战略框架及实施保障措施，旨在为 SP 公司摆脱营销困境、构建可持续竞争优势奠定理论与实践基础。
英文摘要：	In recent years, China's pharmaceutical excipient industry has shown a development trend characterized by diversified product varieties, steady quality improvement, and enhanced innovation capabilities. Pharmaceutical lactose, as a key pharmaceutical excipient, plays a significant role in drug formulations and health products. It can serve as a diluent for tablets, capsules, and other conventional dosage forms to enhance formulation stability by adjusting drug density, flowability, and compressibility; act as a protective agent in lyophilized preparations to maintain structural integrity of bioactive components; and regulate release rates in sustained-release formulations to achieve precise delivery. The controllable physicochemical properties of pharmaceutical lactose make it an essential excipient in modern drug formulation research and development. With the expansion of the pharmaceutical market, the deepening of generic drug consistency evaluation policies, and the extension of innovative drug R&D pipelines, public demand for improved drug quality has driven structural opportunities for the industry. Particularly under the impetus of new drug development and formulation technology innovation, the demand for high-quality pharmaceutical excipients continues to grow. However, compared with developed countries, China's pharmaceutical excipients industry still has room for improvement in high-end product R&D, production processes, and quality control. Especially regarding pharmaceutical lactose, due to restrictions in China's dairy industry development, there is heavy reliance on imports. Major European and American lactose producers have entered the Chinese market, making agency marketing models a crucial approach. The competition for agency rights and clients has become a focal point for all agents. SP Company is a marketing enterprise mainly engaged in imported pharmaceutical excipients, and one of its main products is pharmaceutical lactose produced by MEGGLE GmbH & Co. KG of Germany, which has established a stable client base and market share through years of dedicated efforts. However, in the face of intensified industry competition, clients are placing higher demands on product quality stability, supply chain assurance, and technical service responsiveness. The traditional marketing model lacks adaptability and urgently requires the establishment of a systematic and dynamic marketing system. This thesis integrates industrial practice and theoretical research, employing methods such as literature review and case analysis, combined with theories of integrated marketing communications, stakeholder management, and client relationship management. First, it outlines the characteristics, application scenarios, and integrated marketing communication theory of pharmaceutical lactose. By analyzing macro policies, industry competition, and evolving consumer demands, it examines the current status and trends of pharmaceutical lactose marketing in China. Subsequently, it proposes SP Company's integrated marketing communication strategy framework and implementation safeguards from perspectives of strategic positioning, channel optimization, brand building, and client service. The aim is to establish both theoretical and practical foundations for SP Company to overcome marketing challenges and build sustainable competitive advantages.
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