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论文编号：	3629
作者编号：	2220070920
上传时间：	2011/11/4 15:30:13
中文题目：	沈阳三生制药有限公司益比奥营销战略和策略研究
英文题目：	Study Of EPO Marketing Strategy and Tactics ForShenYang Sunshine Parmaceutical Company Limited
指导老师：	韩德昌
中文关键字：	关键词：益比奥;医药营销;营销战略
英文关键字：	Keywords: EPO;Parmaceutical marketing; marketing strategy
中文摘要：	步入新世纪，我国医药行业获得了较大的发展，这在很大程度上得益于我国对药品生产经营流通领域部分管制的放开。随着我国市场经济的进一步发展，同其他行业一样，医药行业也面临着严峻的市场竞争的挑战。这无疑警示我们，必须注重对药品营销的研究。值得注意的是，医药产品不同于一般的商品，有其自身的特殊性，所以医药产品营销有其自身的特殊规律。而在现实中，我们越来越深刻的意识到，负责医药产品营销的相关销售与管理人员大都缺乏相应的营销知识和技巧，因此，迫切需要加强这方面知识的培训与学习。在实际工作中，我们应该着重强调的是，在使相关人员学习和掌握医药产品营销的基本原理和技巧的基础上，要重视对国际上有关市场营销理论的新观点和新思维的学习与吸收。目前，作为一种朝阳产业，我国医药产业正处于初期发展阶段。在医药产业的发展过程当中，既要面临市场竞争的挑战，又要正确把握和运用各项相关的政府政策和法规。在现代营销中，一个重要的营销理论即关系营销，正在越来越强烈的影响着中国医药市场的营销，这在某种程度上导致医药营销带上了医药公关的色彩。不过，随着我国医药改革措施的陆续出台，医药产业必然发生巨大的变化，这其中就包括，医药产业营销从关系营销向询证医学营销转变。同任何的产品营销一样，在市场经济环境中，我们始终要明确一点，顾客是上帝，因此顾客的需求才是唯一的导向，只有针对消费者的需求，开发出适销对路的产品，同时做好医药产品的市场营销策略，才能获得消费者的青睐，从而在激烈的市场竞争中保持持续的竞争优势。本文主要针对阳三生制药公司新产品“益比奥”的市场营销战略的构建和相关营销策略的选择进行研究。文章以市场需求为导向、消费者为目标，结合沈阳三生公司的实际能力，通过对药品市场的现状分析，综合运用市场营销理论，探索“益比奥”新产品上市的市场营销战略和策略模式，并在此基础上提出了相关建议。
英文摘要：	As China gradually loosens its restrictions on the production and circulation of the pharmaceutical industry, it allowed for unprecedented growth and development within the industry. With the expansion of the socialist market economy in China, the market for pharmaceutical products has become an area of fierce competition. This undoubtedly indicates the importance of placing a greater emphasis towards the study of pharmaceutical marketing strategies. However, it is crucial to realize that medical products differ from everyday goods. Therefore, the marketing strategies for medicine are unique, but they must also conform to the general rules of marketing as well. In reality, many professionals nowadays involved in the marketing and sales of pharmaceutical products have insufficient knowledge and skills required to perform their duties in a growing market. Thus, there is an urgent demand for the comprehensive training of employees and the improvement of their personal marketing knowledge. In order to satisfy the demand, employees must first understand the basic theory behind pharmaceutical marketing. After that has been achieved, they should familiarize themselves with the latest theories and methods that are being introduced globally. As a blooming industry, many pharmaceutical enterprises will face significant pressure from its competitors. On top of that, they must also deal with relevant government policies and regulations. A major branch of marketing known as “relationship marketing” is rapidly becoming a dominant force in the sales of pharmaceutical products. To some extent, relationship marketing has become too prominent in business negotiations for the sale of medicine. However, with the reform of the medical industry in general, it is inevitable that the pharmaceutical industry will face significant changes as well. One of the major differences is the shift from relationship marketing to evidence based medicine marketing. Regardless of any type of marketing, it is pinnacle to grasp the concept of consumer sovereignty. Hence, production of products is oriented around consumer demand. Since consumer demand is a major driving force of production, only the projects aimed at satisfying customer demands will gain public approval. At the same time, planning a well-researched marketing strategy is necessary as well. When both objectives are achieved, the corporation will successfully maintain its contending abilities in a competitive environment. The Study of EPO’s Marketing Plan will primarily focus on the development of EPO’s marketing strategy. This paper is from a market-oriented perspective, which also integrates solutions to meet consumer demand. It analyzes the potential of EPO, assesses the current conditions of the pharmaceutical market, and then directly applies relevant marketing theory to explore possible implementation of strategies and tactics for the overall improvement of the company.
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