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论文编号：	6786
作者编号：	2120122748
上传时间：	2014/12/6 11:40:58
中文题目：	糖尿病治疗新药DGAT-1抑制剂的市场定位与营销策略研究
英文题目：	Research on Positioning and Marketing Strategy for a New Drug for Diabetes——DGAT-1 Inhibitor
指导老师：	吴晓云
中文关键字：	糖尿病;市场定位;DGAT-1抑制剂;营销策略
英文关键字：	diabetes;positioning;DGAT-1inhibitor;marketing strategy
中文摘要：	随着经济、科技、生活水平不断提高，人们的生活方式、饮食结构的变化以及人口老龄化等诸多因素的影响，糖尿病的发病率迅速增加，已成为继心脑血管疾病和恶性肿瘤之后第三大严重威胁人类健康的慢性疾病。据统计全球糖尿病患者已达3.82亿，到2035年将增至5.92亿。我国糖尿病患病人数已达1.14亿，约占全球糖尿病患者总数的三分之一，其中Ⅱ型糖尿病患者占93%-95%。我国已成为全球糖尿病患病人数最多的国家。2012年全球糖尿病药物市场规模已达424亿美元，在全球药物市场中排名第四。我国糖尿病用药市场2013年已达到173.77亿元的销售额。随着患病人数的不断增多，糖尿病药物市场具有广阔的发展空间。 DGAT-1（二酰基转移酶-1）抑制剂是一种通过调节类脂物代谢而发挥降血糖机制的新型糖尿病治疗药物。BAY 74-4113是这类药物治疗Ⅱ型糖尿病、肥胖症和血脂异常等其他与脂质代谢失调相关的疾病的核心物质。不同于其他类型的糖尿病治疗药物，大多通过选择性的与相应的受体结合或是通过促进胰岛素分泌发挥稳定或降低血糖的功效，DGAT-1抑制剂直接作用于甘油三酯合成的关键步骤，改善缺陷的β细胞对胰岛素及瘦素的敏感度，同时发挥调节血糖和抵抗肥胖的作用。在糖尿病药物市场激烈的竞争中，根据产品自身的特点，通过精准度市场定位和有效的营销策略，实现市场开发并逐步扩大占有率，是DGAT-1抑制剂面临的最大挑战。本文对DGAT-1抑制剂的市场定位和营销策略研究，主要是通过对糖尿病治疗药物市场需求和营销现状的概述，从DGAT-1抑制剂产品的特点出发，对其优势劣势以及面临的市场机遇和威胁进行了综合的分析；通过对细分市场的筛选评估，确定了DGAT-1抑制剂的目标市场和市场定位；最后在结合产品自身特性和市场定位的基础上，制定了DGAT-1抑制剂的营销策略组合：即以产品生命周期为主导的产品策略；以市场撇脂最大化为目标的价格策略；以自主营销和分销相结合的渠道策略；以专业化推广和口碑营销相结合的促销策略。
英文摘要：	With the impact of continuous development of the economy, science and technology, improvement of the living standards, and some other factors such as people's lifestyle and diet structure changing and population aging, the incidence of diabetes is rapidly increasing. Now diabetes is the third disease following cardiopathy and cancer.According to statistics, the global diabetes of 382 million is expected to rise to 592 million by 2035. The number of diabetes in China has reached 114 million, one-third of the world total, including type 2 diabetes accounted for 93% -95%. China has become the country with the largest number of diabetics in the world. In 2012, the market scale of the global diabetes drugs has reached $ 42.4 billion, ranking fourth in the global. In 2013, the sales of diabetes drugs in our country has reached 17.377 billion yuan. With the increasing number of diabetics, the diabetes drugs market has a broad space for development. DGAT-1 (diacylglycerol acyltransferase-1) inhibitor is a new drug for diabetes by regulating?lipid?metabolism to play a hypoglycemic mechanism. BAY 74-4113 is the core material for treating type 2 diabetes, obesity, dyslipidemia and other?diseases?associated with lipid metabolism disorders. DGAT-1 inhibitor directly effects on the key step of the synthesis of triglyceride, improving the sensitivity of the beta cells to insulin and leptin, while playing the role of regulating blood sugar and resistance to obesity. Different from other types of diabetes drugs, most of which controlling or reducing blood sugar through selectively binding to the receptor or promoting insulin secretion. In the fierce market competition of diabetes drugs, the hardest challenge to DGAT-1 inhibitor is according to the?characteristics of the product itself?to develop market and gradually expand the share, through precise positioning and effective marketing strategy. In this paper, the research on positioning and marketing strategy for DGAT-1 inhibitor is to make a comprehensive SWOT analysis, starting from the characteristics of DGAT-1 inhibitor, mainly through making an overview of the market demand and the present situation for diabetes drugs; to determine target market and positioning for DGAT-1 through screening and evaluating for the market segment; finally,?on the basis of the combination of product characteristics and positioning?to establish marketing strategy combination for DGAT-1 inhibitor: a product strategy dominated by the product life cycle; a pricing strategy aimed at maximizing market skimming; a channel strategy in combination of marketing and distribution; and a promotion strategy combined with professional promotion and word of mouth marketing.
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