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论文编号：	6867
作者编号：	2120122955
上传时间：	2014/12/8 0:40:43
中文题目：	XJP公司在中国市场营销策略研究
英文题目：	Study on Marketing Tactics of XJP in China
指导老师：	杜建刚
中文关键字：	医药市场;营销策略;营销环境
英文关键字：	medical market;marketing strategy;marketing environment
中文摘要：	随着中国改革开放的不断的深入，医药行业成为改革成效最明显的行业之一,同时也是中国改革开放后受益最多的行业之一。随着中国的改革开放及医药行业打破垄断坚冰，中国的医药行业市场也不断的吸收和容纳来自世界各地的跨国制药企业，这些企业带来它们优秀的产品和各个企业特有的文化。跨国企业在中国获取高额利润同时，也为中国在产品、就业机会、资金、理念、技术、营销模式、管理体制、人才等诸多方面带来了巨大改变。包括GSP、GCP等在内的国际标准很多都已经被中国引入，这些标准极大地弥补了国内医药行业政策法规的不足。此外，国内的医药行业还因为跨国企业的进入而获得了新的产品营销和推广方式。但是，近些年，尤其是2013年葛兰素事件之后，跨国制药企业迎来了越来越多的挑战，例如，国家价格控制策略、复杂的分配系统与假冒的药品、新医改等。 本论文系统、重点的研究行业内优秀跨国医药企业，研究他们较为先进的管理职能模式、营销架构模式、组织结构模式等。首先对目前的市场营销相关理论研究进行了回顾,系统整理分析了目前国内外关于市场营销研究进展；然后又分析了我国的跨国制药企业发展所处的大背景；最后以XJP公司为例，从相关的营销管理学理论出发，对跨国企业的营销策略展开重点研究：一、对XJP公司内部公司制度及外部医药行业环境进行剖析，借着中国医疗改革的红利，明确公司目前所面临的机遇和挑战，取长补短，发挥公司自身的优势。二、深入分析XJP公司目前营销管理模式，从企业的全国布局、医疗机构的选择、营销策略（包括产品进入医院渠道、产品性能、促销策略、价格策略、保障性措施等方面）等方面提出笔者的观点和改进的建议。
英文摘要：	With the deepening of China's reform and opening up constantly, the pharmaceutical industry has become one of the most obvious industry reform, and also be one of the most benefit industry after China's reform and opening up. As China's reform and opening up and the pharmaceutical industry has broken the monopoly of the ice, China's pharmaceutical industry market can also continuously absorb and accommodate multinational pharmaceutical companies from all over the world, these enterprises has brouht their outstanding products and unique culture. Multinational companies in China has obtained high profits at the same time, also for the Chinese in products, employment opportunities, capital, ideas, technology, marketing mode, management system, personnel, and many other aspects has brought the huge change. Many international standard also accompanied by multinational companies to enter China, such as GCP, GMP, GSP, etc., these standards after introduced into China, laws, regulations and policies related to form a good supplement to our country medicine industry. After glaxo events, however, in recent years, especially in 2013, ushered in the multinational pharmaceutical enterprises more and more challenges, for example, the national price control strategy, the distribution of the complex system and counterfeit drugs, the new health reform, etc. This paper focuses on the research in the industry outstanding multinational pharmaceutical companies, research, they are more advanced marketing management function model, architecture model, organization structure, etc. First of all, the current marketing it reviews the relevant theoretical research, analysis the system about marketing research progress at home and abroad; Then the multinational pharmaceutical companies Chinese medicine overall environment were analyzed; Finally for XJP company as an example, starting from the related theory of marketing management, marketing strategy of transnational enterprises focus on:First, for XJP company internal system and external medicine industry environment are analyzed, through the dividend of China's reform of medical treatment, play to the company's own advantage.Second, in-depth analysis of XJP company marketing management mode at present, the national layout, selection of medical institution from enterprise, marketing strategy (including products to enter the hospital channels, product performance, promotion strategy, price strategy, protection measures, etc) is put forward and the Suggestions on the author's point of view and the corresponding improvement measures.
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