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论文编号：	7001
作者编号：	2120122996
上传时间：	2014/12/9 20:05:12
中文题目：	三生制药公司国际市场营销策略研究
英文题目：	The research of international marketing strategy for Sunshine Pharmaceutical
指导老师：	张金成
中文关键字：	生物制药;国际市场营销;营销策略;客户维护
英文关键字：	Biopharmaceutical; International marketing; Marketing strategy; Customers maintenance
中文摘要：	经过了20多年的发展，核心为基因工程药物的我国生物制药产业已经颇具规模，新开发出的生物制药产品解决了过去常规生产方法和技术无法解决的问题，治疗肿瘤、心脑肺血管、免疫性、内分泌等威胁人类健康的疑难病症也有着非常显著的疗效。 三生制药公司是一家集生物药品的研发、生产、销售和出口一体化的高新技术企业，公司进入生物制药国际市场营销已接近十年，属于较早实现出口的生物制药企业之一。目前，生物制药产业国际市场竞争异常激烈，越来越多原来仅从事国内市场营销的大型企业开始进入国际市场，加大了生物制药的研究开发和投资，逐渐注重成品制剂的出口和国际营销。目前在国内，生物制药的蛋白同化制剂、干扰素等产品的生产厂家非常多，虽然三生制药公司在发展过程中一直取得了不错的成绩，但是随着生物制药产业化的发展，国际市场竞争也会越来越激烈。 因此，本论文以三生制药公司为研究对象，在市场营销战略理论指导下，通过对三生制药公司的发展历程、行业背景、内外部环境、营销状况、存在问题等进行了充分的分析，也运用SWOT分析模型对三生制药公司的优势、劣势、机会和挑战进行了科学的分析，针对三生制药公司的具体情况，本文对其进行了国际市场营销的策略制定，从市场细分、目标市场选择、到产品定位都进行了相应的分析和研究，从而制定出适合三生制药公司国际市场营销的产品策略、价格策略、客户维护策略和相应的保障措施。为三生制药公司国际市场营销策略提供了科学的、有建设性的解决方案，继而为三生制药公司的快速发展提供了新的参考，为公司管理层提供决策依据。
英文摘要：	After more than 20 years of development, biopharmaceutical industry in China has been scaled largely and mainly focused on the research and development of biopharmacy by gene engineering technology. A large number of powerful drugs have been developed and marketed for treatment of tumor, cancer, cardiovascular and cerebrovascular disease, immune and endocrine system with significant efficacy. Sunshine Pharmaceutical is one of the leading biopharmaceutical company in China, engaged in R&D, manufacture, marketing, sales and export of biopharmaceutical products. Sunshine Pharmaceutical entered international market and their recombinant or genetically engineered protein-based products have been launched in the international markets for years. With growing competition, more and more enterprises, who only focused on domestic market before, have now started their steps into international market with increasing investments and researches. Now in China, there are lots of manufacturers for peptide hormones and interferon. Although Sunshine Pharmaceutical has gained excellent marketing in the past, the competition situation in the international market is still very serious and brutal with growing number of competitors. Thus, this paper gives complete analysis about development history, industrial background, internal and outer situation, marketing status and problems of Sunshine Pharmaceutical, and evaluates the strength, weakness, opportunities and threats by SWOT analysis. According to actual circumstances, this paper draw up the STP strategy of international marketing for Sunshine Pharmaceutical, makes detailed analysis and research about market segmentation, target market selection and product positioning, and therefore gives out the suitable product strategy, price strategy, customers maintenance strategy and corresponding safeguard measures for international marketing of Sunshine Pharmaceutical. By means of formulating and implementation marketing strategy, this paper provides scientific and constructive proposals for international marketing strategy of Sunshine Pharmaceutical, which is regarded as the new reference for rapid growth and development of Sunshine Pharmaceutical and important decision-making basis for senior executives of company.
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