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论文编号：	5826
作者编号：	2120112804
上传时间：	2013/12/5 9:05:58
中文题目：	天津医药集团营销策略研究
英文题目：	Study on Marketing Tactics of Tianjin Pharmaceutical Group
指导老师：	李东进
中文关键字：	天津医药集团，基本药物，市场细分，营销策略
英文关键字：	Tianjin Pharmaceutical Group, essential medicines, market segmentation, marketing tactics
中文摘要：	本文以国家基本药物制度的实施为研究背景，以天津医药集团（以下简称“集团”）为主要研究对象。先对基本药物的概念及其发展趋势做了简要的说明，接下来从宏观环境、竞争环境及集团自身的优势和劣势，面对的机会和威胁，对集团进行了营销环境分析。通过环境分析，得出以下结论，目前整个基本药物市场刚刚起步，具有较大的市场空间及较好的市场前景，集团拥有丰富的产品资源、资金资源以及政策资源，当然营销网络和销售队伍的薄弱也是制约集团发展的关键因素。目前集团存在的问题是面对基本药物制度，集团基本药物品种虽然众多，但没有系统的营销策略方案，营销网络和销售队伍不健全，主要依靠商业渠道分销，缺乏终端推广和终端维护，导致终端市场的覆盖率和产品的市场占有率偏低。为了解决这一问题，本文提出了营销策略方案。为了使营销策略更有针对性，本文将按照终端渠道对市场进行细分，包括第一终端大医疗市场，第二终端零售市场和第三终端社区医疗市场。从市场细分的角度对集团品种进行梳理，根据不同的目标市场选择与之匹配的产品，针对目标市场制定相应的营销策略，主要包括产品策略、价格策略、渠道策略、促销策略和服务组合策略五个方面，并根据营销组合策略从文化、制度、人员、资金及资源配置4个方面论述其实施保障。本文的创新点在于从市场的需求出发调整、制定营销策略，其针对性更强。另一方面本文以国家的新政策新制度为背景，从政府、企业、患者三方共赢的角度出发，进行营销策略研究，其可行性更强。当然本文也存在着一些不足之处，本文是在相关市场营销学理论基础上提出的营销方案，在实际中并未真正运用，还缺乏定量的事实验证；另外，本文只给出了营销方案，具体的实施还需要进一步进行研究。
英文摘要：	In this paper, the implementation of national essential medicines system as the research background, Tianjin Pharmaceutical Group 103 varieties of essential medicines as the main object of study. First the concept of essential medicines and the development trend of a brief description, followed by the macro environment, the competitive environment and the Group's own strengths and weaknesses, opportunities and threats facing the marketing environment of the group were analyzed. Through environmental analysis, the following conclusions, present the entire basic drug market has just started, with a larger market space and good market prospects, the Group has a wealth of resources, financial resources and policy resources, and of course marketing network and sales force weak also a key factor restricting the development of the Group. Group has a huge number of varieties of essential medicines, a wide range of sales base varies, generally low coverage of each end-market and product market share, in order to make more targeted marketing tactics, this paper will follow the terminal channels of market segmentation, including the largest medical market first terminal, a second terminal and a third terminal retail market community medical markets. From the perspective of the Group's market segmentation combing varieties, choose matching products according to different target markets, develop appropriate marketing strategies for target markets, including product tactics, pricing tactics, channel tactics, marketing tactics and service portfolio tactics five areas, according to the marketing mix strategies from concept to configure four aspects, systems, personnel, funds and resources to protect their implementation are discussed. The innovation of this paper is to depart from the adjustment to market demand, develop marketing strategies, and its more targeted. In this paper, on the other hand the country's new policy context of the new system, from government, business, win three patient perspective, marketing tactics studies, feasibility stronger. Of course, this article there are some shortcomings, this paper is the model conceived in the relevant marketing based on the theory put forward in practice not really use, but also the fact that the lack of quantitative verification; addition, this article only gives a theoretical model, Specific operational implementation requires further study.
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