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论文编号：	7718
作者编号：	2220140530
上传时间：	2015/12/1 20:51:33
中文题目：	拜耳制药在中国女性健康市场的营销策略研究
英文题目：	Operation and marketing research on women healthcare sector in the PRC by Bayer
指导老师：	白长虹
中文关键字：	拜耳制药;市场营销;营销策略
英文关键字：	Bayer; Marketing; The marketing strategy
中文摘要：	随着中国经济的逐渐发展，中国的医药健康市场正成为新的商业蓝海，特别是女性健康市场，已经成为近年来各大医药集团争相抢占的商业高地。作为中国女性健康市场重要的参与者之一，成立于20世纪60年代初期的拜耳中国依托于德国拜耳公司，以跨国药企为后盾，努力实现市场营销的不断创新，有效调配各种资源，力求获取更大利润，其生产的产品蜚声全球。本文通过对拜耳中国在女性健康市场上营销策略的研究，从理论和实践的层面分析拜耳中国的市场细分、市场定位、营销策略，结合具体的案例，进一步剖析其营销策略存在的问题及原因，拜耳中国在经历了20年的市场沉淀之后，在激烈的市场竞争中要保持现有的高速增长态势，就需要在现有的营销优势基础上实现不断的完善和创新。通过本研究对拜耳制药的女性健康市场的营销策略有了详尽的研究，初步对其在女性健康市场的营销中存在的问题进行分析，并提出解决方案，以期对有关问题的研究和解决提供有益借鉴。
英文摘要：	As China's economic development, the Chinese medicine health market is becoming a new blue ocean business, especially the women's health market, in recent years has become each big medicine group rushed to grab business highlands. As one of the important participants in the women's health market in China, was founded in the early 1960 s of the Bayer(China)based on Bayer(Germany), is backing with multinational drug companies, efforts to achieve marketing innovation, effective deployment of resources, and strive to obtain greater profits, its products are famous all over the world. This article through to the Bayer(China)marketing strategy in the market for women's health study, from the aspect of theory and practice of the analysis of market segmentation, market positioning, marketing strategy in the Bayer, combining with specific cases, further analyzes the marketing strategy of the existing problems and causes, Bayer(China)after 20 years of market precipitation, in the fierce market competition to maintain the existing high-speed growth, will need to be on the basis of the existing marketing advantage to achieve continuous improvement and innovation. Through the research of Bayer, market marketing strategy of women's health has thorough research, preliminary in the women's health in the market marketing the analysis of existing problems, and put forward solutions, in order to provide beneficial reference issues related to research and solve.
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