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论文编号：	7987
作者编号：	2120132764
上传时间：	2015/12/9 16:16:56
中文题目：	上海卡乐康公司薄膜包衣业务营销战略研究
英文题目：	Marketing Strategy Research on Film Coating Business Unit of Shanghai Colorcon Company
指导老师：	周建教授
中文关键字：	营销战略；药用辅料；薄膜包衣业务；解决方案销售
英文关键字：	Marketing strategy; Pharmaceutical excipient; film coating business; Solution Selling
中文摘要：	卡乐康公司是一家固体制剂药用辅料的全球领先的供应商，给全世界的制药企业提供固体制剂的相关技术和产品。上海卡乐康公司成立二十多年来，其主营的薄膜包衣行业得到飞速的发展。随着行业政策的不断变化，市场竞争也日趋激烈，上海卡乐康公司的发展受到了前所未有的挑战，如何抓住市场新的机遇和应对国内众多同行业对手的挑战是亟待解决的问题。 本论文聚焦在上海卡乐康公司的薄膜包衣业务单元，面对全球竞争最激烈的中国，如何制定切实有效的营销战略来应对复杂的市场环境。本文首先分析了国内外辅料行业的发展现状，以及上海卡乐康公司面临的营销环境，对其所处的营销外部环境用波特的五力模型做了具体阐述，运用SWOT方法深入分析了公司的竞争态势；其次，本文研究了上海卡乐康公司薄膜包衣业务在中国的市场定位和营销战略的选择，包括相关的产品策略、定价策略、渠道策略、促销策略以及服务营销策略，并根据作者工作的实践，提出了针对目前存在问题的一些解决方案；在具体的营销战略实施方面，着重阐述了关于实施“全员营销”的重要意义，以及在销售模式方面实行“解决方案销售”的紧迫性和必要性。 本论文以药用辅料的外资企业为研究对象，在理论分析的基础上运用针对性的工具，聚焦上海卡乐康公司薄膜包衣业务的客观状况，提出了有效可行的营销策略，对该公司未来制定营销战略有一定的借鉴价值，同时对同行业的其他企业也有一定的参考意义。另外，通过本论文的研究，检验了作者自身的理论知识，对于以后的营销工作实践有巨大的指导意义。
英文摘要：	Colorcon is one advanced excipient supplier of solid of oral forms worldwide which provide relative products and technical service. Shanghai Colorcon was built over twenty years ago, its primary business is film coating unit which has made great progress and Market reputation. According to the market change and fierce competition, Shanghai Colorcon meet with unprecedented challenge. The thesis focus on shanghai Colorcon’s film coating unit, researches on how to establish feasible and effective marketing strategy to face the intense competition. Firstly it analyze the international and domestic excipient’s current situation and uses the five forces model to analyze external environment of enterprises, and SWOT model on the competitive situation of shanghai Colorcon. It researches the targeted market positioning and marketing strategy of film coating business chosen by shanghai Colorcon. Particularly describes the implementation of product strategy, place strategy, price strategy and service marketing strategy of shanghai Colorcon film coating business unit in China market. Finally illuminate the update of marketing concept and development of sales team is extremely critical for shanghai Colorcon. The thesis regards pharmaceutical excipient as research object. It adopts the specific tools on the basis of theoretical analysis and focus on the objective situation of shanghai Colorcon’s film coating business in China market, put forward practical and effective marketing strategies which has certain practical guidance for shanghai Colorcon and other same type companies. Meanwhile, it inspect author’s theoretical knowledge which will improve his sales work in future.
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