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论文编号：	525
作者编号：	2120052232
上传时间：	2008/6/19 0:13:58
中文题目：	MLF药业公司营销组合策略研究 t
英文题目：	Research on MLF medicine Compa
指导老师：	刘立雁
中文关键字：	医药企业;市场环境;营销组合策略
英文关键字：	medicine enterprise;market env
中文摘要：	2006—2007年是医药企业发展较为低迷的两年，国家相关政策进行重大调整，对医药企业的监控变得更加严格。一些主导产品的价格一直处于低价徘徊，原材料价格持续上涨，国家连续对制剂产品降价，人民币不断升值，企业的利润率持续走低。面对市场环境中的诸多不利因素，传统的药品营销模式能否在新的环境下生存，如何在不断变化的市场环境中调整营销策略，采用有效的营销模式实现企业的发展和盈利，已成为摆在每个医药企业面前急待解决的问题。 本文以MLF药业公司作为研究对象，运用现代市场营销理论对MLF药业公司的内外部环境进行综合分析，对企业的目标市场、产品定位及4P组合策略进行了细致的研究，提出企业应以第三终端市场作为主要目标市场的观点，并制定出详细的4P组合策略及实施方案，其研究成果期望对其它类似企业应对当前复杂多变的市场环境具有一定的参考价值。 全文共分七个部分：分别是绪论、相关营销理论回顾、药业公司的市场环境分析、MLF药业公司SWOT与STP分析、MLF药业公司营销组合策略分析、实施保障和结论。论文第一部分对MLF药业公司的环境背景、选题的意义做了阐述。第二部分为营销相关理论回顾，对本文涉及到的相关营销概念与理论做了阐述。第三部分运用PEST及波特五力模型对MLF药业公司的市场环境进行扫描，指出了MLF药业公司所面临的机会与威胁。第四部分对企业进行SWOT与STP分析，提出企业应采取的营销发展战略。第五部分运用4P营销组合策略，从产品、价格、渠道、促销四个角度进行详细的剖析，提出了四方面的具体营销策略。第六部分为营销组合策略实施保障部分，提出实施新营销策略时企业应改进的方面。第七部分是结论部分，对全文进行了总结。 本文是市场营销理论在MLF药业公司的应用研究，主要创新点包括：在新形势下，针对如何开拓第三终端市场提出具有创新意义的观点；对第三终端市场的渠道选择、渠道激励、渠道价格体系等方面进行了新的设计。对医药企业适应新的市场环境，寻求更好的发展具有现实指导意义。
英文摘要：	The year of 2006 and 2007 is the downturn year for medicine enterprise development. National relevant policies have been adjusted significantly which strict the supervision to medicine enterprise. Some leading product price lying in lower price; the raw material price is advancing constantly; the nation keeps series reduce price to preparation products; renminbi keeps appreciation and enterprise profit rate persists lowness. Facing more deterring factors in the market environment, each medicine enterprise is facing the problems like whether the traditional medicine marketing mode can survive under the new environment; how to adjust the marketing strategy in this variation market environment; and adopt effective marketing mode to realize enterprise development and profit. Based on the MLF medicine company, the thesis analysis the internal and external environment of MLF medicine company; makes meticulous research to enterprise target market, product positioning and 4P combined strategy; puts forward that the enterprise should make the third terminal market as the target market as well as executive plan by modern marketing theory. It is hoped that the research result will have certain reference value to other similar enterprises when facing current complex market environment. The thesis consists of seven parts: introduction, relevant marketing theory review, medicine company market environment analysis, MLF company SWOT and STP analysis, MLF medicine company marketing combined strategy analysis, implement guarantee and conclusion. The first part expounds MLF medicine company environment background and selection significant. The second part is marketing relevant theory review which comes down to the relevant marketing concept and theory. The third part states the market environment of MLF medicine company by utilizing PEST and Porter’s five-force model to point out the opportunities and threatens to MLF medicine company. The fourth part poses the market development strategy to enterprise in SWOT and STP analysis. The fifth part makes particular anatomy to product, price, channel and promotion by 4P combines strategy to hold up four aspects specific marketing strategy. The sixth part includes marketing strategy exertion guarantee part which lodge the improve aspects of the enterprise in implement of new marketing strategy. The seventh part is the conclusion which summarizes the whole thesis. The applied research of marketing theory in MLF manufacture company mainly include: under the new trend, how to exploit the third terminal market to put forward innovation opinion; and exert new design for the third terminal market in channel choosing, channel encouraging and channel price. This has reality guidance significant for medicine enterprise to adapt new marketing environment to seek more perfect development.
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