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论文编号：	4053
作者编号：	2220091880
上传时间：	2012/3/15 10:37:33
中文题目：	NJ医药公司营销战略研究
英文题目：	Research on Marketing Strategy of NJ Pharmaceutical Co., Ltd
指导老师：	韩德昌
中文关键字：	NJ医药;营销战略;产业链延伸;供应链管理
英文关键字：	NJ Pharmaceutical Co.;Ltd, Marketing Strategy;Industry chain Extension;Supply Chain Management
中文摘要：	目前，我国药品生产企业8679家，药品经营企业136839家，在册药物临床试验机构434家。我国医药企业数量庞大但规模较小，其中药品研发机构更为不足。我国的医药企业更多的以生产仿制药和重复品种药为主，而较少投入研发资金。通过2010年的新药数据分析，其中真正具有科技原创和技术领先的新药申请数量较少，相应的知识产权保护等问题还未因其相关企业的足够重视。随着经济社会的发展，医药产业已经在我国呈现出快速发展态势，人们的用药需求旺盛。基于我国原材料、劳动力以及环保、专利成本的低廉特征，医药产业中的化学药品、生物制药、中成药都具有相当大的发展潜力。目前我国已经步入医药产业全面竞争的时代，进出口压力和机会都给医药企业提供了新的竞争优势获取来源。面临如此严峻的竞争形势，NJ医药公司亟需设计和实施有效的营销战略适应市场变化和市场需求。本论文共分六章。第一章绪论，主要阐述了论文的研究背景和研究意义、研究内容以及研究框架。第二章回顾了相关的文献和理论，包括战略与营销战略、环境分析方法、供应链与供应链管理，为本文研究提供理论支撑。第三章从宏观与微观相结合的角度，对NJ医药公司的市场营销环境进行分析，包括、宏观环境、行业竞争环境、企业内部环境等三个层面，运用PEST和SWOT方法形成环境分析的结果。第四章根据NJ医药公司的环境分析结论，提出NJ医药公司的战略目标定位和战略选择。第五章从NJ医药公司营销战略的实施角度分别就其产业链延伸战略、市场扩张战略以及供应链管理战略进行战略实施的对策和策略分析。第六章结论，综述文章研究的脉络并对后续的研究提出展望。本文的创新点在于，从理论与实际相结合的角度，分析了NJ医药公司营销的优势、劣势、机遇和威胁。尤其从战略层面强调NJ医药公司的战略定位指导下的战略重点，并有层次地就NJ医药的战略重点进行战略实施的研究。在目前我国医药产业所面临的竞争环境下，本论文对NJ医药的研究有较强的实践应用价值。
英文摘要：	At present, the number of China's pharmaceutical production enterprise is 8679; drug distributor is 136839; registered drug clinical test unit is 434. The number of medicine enterprise in our country is huge but small in scale, including medicine research and development institutions more insufficient. China's medical enterprise more in the production of generics and repeat variety medicine is given priority to, R&D and less money. Through the 2010 years of new drug data analysis, including a truly original technology, technology leading new drug application quantity is less, the corresponding knowledge property rights protection is not because of its related enterprise paid enough attention. Along with the development of society and economy, the pharmaceutical industry in our country has been in the present situation, development and people's drug demand. Based on raw materials, labor and environmental protection in China, the characteristics of low cost of patent, medicine industry in the chemical medicine, biological pharmaceutical, traditional Chinese medicine is of great potential of development. At present our country has entered into medicine industry comprehensive competitive era, import and export opportunities to pressure and pharmaceutical enterprise provides a new competitive advantage for source. Faced with such serious competition situation, NJ pharmaceutical company needs to design and implement effective marketing strategy corresponding market changes and the market demand. This paper is divided into six chapters. The first chapter the introduction, this paper mainly expounds the thesis research background and significance of the research, the research content and research framework. The second chapter reviews the literature and the related theory, including the strategy and marketing strategy, environmental analysis method, supply chain and supply chain management, providing theoretical support for this article. Chapter 3 from the macro and micro combination of Angle, to the marketing of pharmaceutical company NJ environmental analysis, including, macro environment, industrial competition environment, the enterprise internal environment and so on three levels, using PEST and SWOT method form environment analysis result. The fourth chapter NJ pharmaceutical company according to the environmental analysis conclusion, and puts forward the strategic target of NJ pharmaceutical company positioning and strategic choice. Chapter 5 introduces NJ from pharmaceutical companies marketing strategy of the implementation of the Angle the industry chain respectively extension strategy, market expansion strategy and supply chain management strategy of the implementation of the strategic countermeasures and policy analysis. Chapter 6 conclusion, review articles in the context of research and the subsequent research prospected. This paper is the innovation points, from theory and practice, analyses the NJ pharmaceutical companies marketing strengths, weaknesses, opportunities and threats. Especially from strategy aspect, the paper focuses on the strategic positioning of NJ pharmaceutical company under the guide of the strategic emphasis, and a level to the strategic emphasis on NJ medicine of the implementation of the strategy. At present our country medicine industry faces competition environment, this paper studies have NJ medicine strong practice application value.
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