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论文编号：	2848
作者编号：	2120082284
上传时间：	2010/12/9 19:48:28
中文题目：	拜耳胰岛素在我国一线城市市场推广策略的研究
英文题目：	Research on marketing stradegy of Bayerhealthcare’ insulin in the main cities of China
指导老师：	许晖
中文关键字：	胰岛素市场 营销策略 市场推广 拜耳公司
英文关键字：	Market of insulin, Marketing promotion, Marketing strategy, Bayerhealthcare company
中文摘要：	早在1998年，中国就被列为全球糖尿病患者人数最多的三个国家之一。根据IDF（国际糖尿病联盟）公布的资料显示，预计到2025年，我国糖尿病患者总数将达到5900万人。而2010年初，由中华医学会糖尿病学会主任委员杨文英教授公布的我国糖尿病及糖尿病前期流行性调查显示，目前我国糖尿病及其前期患病人数已经达到9200万。 由此可见，我国糖尿病市场规模十分巨大，胰岛素占据整个糖尿病药品市场份额的三分之一强。近年来，胰岛素第三代产品胰岛素类似物逐渐成为我国胰岛素市场的主角。而胰岛素类似物的高额药价给患者造成巨大的经济负担。同时，也给国家医保经费造成了沉重压力。如何将优质优价的药品推荐给适合的病人，是每一个有社会责任感的制药企业应尽的责任。 目前我国胰岛素市场已经形成三足鼎立的局面，三家外资制药企业占据该领域95%以上的市场份额。拜耳公司逆势而上，推出胰岛素的第二代产品，旨在将优质的产品以经济的价格推荐给患者，减轻患者的经济负担，同时也为国家医保尽绵薄之力。该研究对拜耳公司的胰岛素新产品，在中国一线城市的推广营销策略进行了分析和评价，并给出了改进建议。 论文首先回顾了药品市场推广和市场营销的相关理论，之后对中国胰岛素产品的总体市场状况进行了详细的分析，包括市场内部的总体竞争态势、客户群体的需求特征，及主要竞争企业经营状况的详细分析。进一步研究了拜耳胰岛素重和林在中国的市场定位策略、市场推广策略和营销策略。最后指出了整篇论文研究的不足之处。
英文摘要：	In 1998, China was listed one of the three countries having the largest number of diabetic patients worldwide. According to the study essayed by IDF (International Diabetes Federation), it is predicted that the total number of diabetic patients will increase to 59 million till 2025. However, in early 2010, the survey released by the Chinese Diabetes Society chairman Professor Yang Wenying shows that the number of diabetes and its prevalence has reached to 92 million. Thus, China’s diabetes market is huge. The insulin takes up on-third share of diabetes market. In recent years, the third generation of insulin, something similar to insulin, has gradually become the protagonist of market. But the high price of the new product brings enormous financial burden to patients and causes a heavy pressure to the national health insurance fund. How to recommend good drugs to patients is the responsibility of every pharmaceutical company which has a sense of social responsibility. At present, there are three foreign pharmaceutical companies accounting for more than 95% of the market share. Bayer introduces the second generation of insulin products, aiming to give patients high-quality products with an affordable price to reduce the financial burden of patients and to contribute to national health insurance. The study analyzes and evaluates the marketing strategies of the new insulin product scilin made by Bayer, and gives suggestions for improvement. The essay first reviews the theories on the drug promotion and marketing, and then carries out a detailed analysis on China's overall market conditions of insulin, including the overall competitive situation within the market, the demand characteristics of customers, and the detailed analysis on the business condition among major competitors. As far as industry conditions’ concerned, to seek development in the Chinese market, insulin scilin of Bayer should give priority to solve two major problems: 1) How to acquire the expected market position in the fierce competition of the insulin market,; 2) how to deliver the medical information to customers that there is no obvious difference between the human insulin and something similar to insulin. Based on the understanding, the essay further studies positioning strategies, promotion strategies and marketing strategies of scilin in China's market, and gives some evaluation and recommendations. The study holds the view that Bayer's current treatment concept, integration solution to diabetes, is a strong market-driven weapon, But in order to solve the two strategic issues of maintaining market share changing customers’ concepts, Bayer’s scilin product group must strengthen the promotion of scilin syringe Pailin, reduce costs and carry out the strategy cooperation with the government at the strategic level. The essay also produces specific recommendations for Bayer on increasing penetration of scilin and strengthening sales management from the tactical level, combining the unique marketing characteristics of pharmaceutical industry.
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