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论文编号：	2768
作者编号：	2120082290
上传时间：	2010/11/29 21:31:30
中文题目：	新医改背景下恒瑞医药公司营销策略研究
英文题目：	The Marketing Strategy Research of HengRui Pharmaceutial Company Under The Background of The New Medical Reform
指导老师：	张永强
中文关键字：	医药市场　新医改　恒瑞医药公司 营销策略
英文关键字：	Pharmaceutical market New medical reform HengRui Pharmaceutial Company Marketing Strategy
中文摘要：	药品是一种特殊的商品，关系到公众的健康和生命安全。制药企业在药品生产、销售和宣传等方面都受到政府部门严格的管理。同时由于消费者缺乏医药知识，对于药品的选择和购买在很大程度受到处方医生的影响。因此医药企业的营销策略随着制药行业的特殊性而呈现出不同的特点，在处方药领域和非处方药领域、专利期药品和非专利期药品的管理都由于政府部门所采取的不同管理措施和市场特点的不同而各有侧重。 当前，我国新医改的方向、目标和体系基本明确，就是在人人享有基本医疗卫生服务的目标下，医改须回归到公益性质，理顺医药企业、医院和患者之间的关系。医疗改革将对现有医药市场产生巨大的影响，将会扩大医药市场、促使医药分家，使医药产业链的各种关系趋向和谐透明。 在我国，制药行业的新产品开发能力和与发达国家相比还有很长一段距离，制药企业的规模较小，技术水平相对落后，生产力也比较分散，但我国人口众多，随着我国经济的高速发展，预计在2050年我国将成为世界最大的药品市场。面对一个具有巨大潜力并快速成长的朝阳行业，制药企业如何在新医改的背景下赢得优势，在迅速扩大的市场中占据主动是必须面临和思考的问题。 本文共分七部分。第一章是绪论，简要介绍本文论题，新医改背景下医药企业营销策略的研究背景、研究目的和意义、分析方法、分析框架及主要内容。第二章主要内容是本文所涉及到的相关理论回顾，营销组合理论和环境分析方法，环境分析方法又包括PEST分析法和SWOT分析法。第三章是医药市场营销环境分析，从国际和国内两个角度对医药市场的营销环境做详细分析，并提出国内宏观环境对医药企业的具体影响。第四章是对当前国家实行的新医改政策的剖析解读，以及新医改政策对医药市场与医药企业的影响。第五章主要内容是对恒瑞医药公司企业概况的介绍，并运用SWOT分析方法对企业的优势劣势、机会威胁进行分析。第六章是全文最重要的部分，通过前几章分析了医药市场环境、新医改政策的影响，针对恒瑞医药公司的实际情况，为恒瑞医药公司的营销策略选择提出一些相关的建议。第七章是全文的结论部分。
英文摘要：	Medicines are special merchandise, which was related to public health and safety .It is different from other merchandises. Government strictly regulates the production, sale and advertisement of medicaments in the pharmaceutical industry. Because customers are lack of knowledge about medicines, their acts of choice and purchase of drugs are heavily affected by doctors who can prescript the medicaments. Due to the specialty of pharmaceutical industry, pharmaceutical industry operation strategy has its own characteristics. The strategies for pharmaceutical companies in prescript drugs and non-prescript drugs, patent protected drugs and drugs. Out of patent protection are different due to the different regulation from the government and market characteristics. At present, China's new health care reform direction, goals and system has been basically clear, in access to basic medical and health services goal, health reform must return to the public good and straighten out the pharmaceutical companies, hospitals and patient relationship. Health care reform to the existing significant impact the pharmaceutical market, pharmaceutical market will expand to promote the separation of medicine, so that all relations between pharmaceutical industry tend to chain a harmonious and transparent. The capability and technology for pharmaceutical industry to discover and develop new drugs are relatively low in China. The pharmaceutical companies in China are also relative smaller. Compare to developed countries, there is a big gap for Chinese pharmaceutical companies to catch up. However, China is largely populated country and the Chinese economy is rapidly growing. It is expected that China will become the largest drug market in 2050.In this huge potential and rapidly growing industry, it is very important for the pharmaceutical companies to develop strategy in order to occupy the advantage position in the highly competitive and rapidly expending market. The pharmaceutical companies must face and think about how to develop long-term business strategy according to the companies’ characteristics and present situation. This paper is divided into seven parts. The first chapter is briefly introduced in this paper, the introduction of new topics, under the background of medical pharmaceutical enterprise marketing strategy research background, research purpose and meaning, analysis method, the analysis framework and main contents. Chapter 2 main contents in this paper is involved in the relevant theories of review, marketing combination theory and environmental analysis method, environmental analysis method, it also includes SWOT analysis and PEST. The third chapter is medicine marketing environment analysis, from the two aspects of international and domestic pharmaceutical market marketing environment for detailed analysis, and put forward the macro environment of domestic pharmaceutical companies concrete influence. The fourth chapter are on the current state of the new medical policy analysis, and interpretation of new medical policies pharmaceutical market with pharmaceutical enterprise influence. The fifth chapter is main content of HengRui pharmaceutical companies enterprise summary introduction, and use the method of SWOT analysis on enterprise's advantage, weakness, opportunities threat analysis. The sixth chapter is the full text, through the most important part of the preceding chapters pharmaceutical market environment, analyzed the influence of the new policy of medical HengRui pharmaceutical companies, aiming at the actual situation, HengRui medicine for the company's marketing strategy choice puts forward some relevant Suggestions. Chapter 7 is the full text of the conclusion.
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