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论文编号：	8146
作者编号：	2220132343
上传时间：	2016/5/24 14:44:16
中文题目：	汉典制药经典中成药产品营销沟通策略研究——以参苓白术颗粒为例
英文题目：	Study of the Marketing Communication Strategy for Classical Chinese Patent Medicine from Han Dian Pharmaceutical Co,.Ltd.
指导老师：	吴晓云
中文关键字：	汉典制药；市场营销；产品营销；沟通策略；参苓白术颗粒
英文关键字：	Handian Pharmacy；Marketing Management；Product Marketing；Communication Strategies；Shen Ling Bai Zhu granules
中文摘要：	中医药是中华民族的瑰宝，是中华文化的重要组成部分。继承和发扬中国传统中医药文化，在继承中创新发展、挖掘开发产品；继承中医药文化精髓，服务人民，增进人民健康福祉；促进中医药产业经济发展是中医药从业人员的使命。 面对西方医学的强势进入，科技研发和营销手段，在吸收其技术与理论精华的基础上，探索出中医药营销的成功策略和方法，是继承和光大中医药文化的要求。 营销沟通策略是营销管理的重要组成部分。在提供合格的、高质量的产品，在渠道、价格等策略之外，洞察消费者的需求，如何传递产品的相关信息，传递什么样的信息等是营销沟通策略的重要组成。 本文以上述问题为研究对象，以相关市场营销理论为基础，通过研究医药行业的案例，洞察消费者心智，研究消费者行为特征，分析研究汉典制药营销管理的实践过程，理论结合实际，提出了汉典经典中成药产品参苓白术颗粒的营销沟通策略。在这一探索过程中发现，几千年来在中医药文化的浸润下，中医药文化的精髓已经在国人的心智中沉淀，成为或逐渐成为概念，其内涵与意义在被记忆和传承。这些概念是制定成功的营销沟通策略的重要部分。这对于如何继承和发展中医药文化，发展和壮大中医药产业，促进经济的发展，探索中医药走向世界，在世界范围内传播中医药文化可能具有一定的意义或参考价值。
英文摘要：	Traditional Chinese Medicine (TCM), treasure of our nation, is an important part of our culture. It’s the mission of TCM practitioners to promote the economic development of TCM industry by inheriting and carrying forward the TCM culture. In other words, we should make innovation and development through inheritance, exploit connotation of the products, and in the meanwhile inherit the essence of TCM culture in order to serve people and enhance people’s health well-being. In facing of the strongly introduced western medicine, it requires Chinese medicine enterprises to explore successful strategies and methods of management in respect of technology research and management means, basing on absorbing the essence of foreign technologies and theories, in order to inherit and flourish the TCM culture. Marketing communication strategy is an indispensable part of enterprises management in providing high-qualified products. It is the vital part of marketing communication strategies to discern the requirement of consumers, what information we want to transfer and how to do it besides strategies for prices and channels of products. Taking the above issues as the research subject and based on related marketing theories, this paper put forward some suggestions on account of the management communication strategies for the Shenlingbaizhu granules–one of the classical Chinese patent medicines of Han Dian Pharmaceutical Co.Ltd. by combining theories and practice after studying representative cases of the medicine industry, mentality insight and behavioral characteristics of consumers, and the practice process in management of Han Dian Pharmaceutical Co.Ltd.’s. During this researching process, we have found that the essence of the TCM culture has already been rooted in the mentality of our countrymen with the influence of TCM culture which has become or is gradually becoming concepts whose meaning and significance are memorized and inherited. Those concepts are important parts of successful marketing communication strategies. To some extent those findings may be meaningful and can be reference for how to inherit and develop the TCM culture, strengthen the TCM industry, promote the economic development, introduce the TCM to the world and spread the TCM culture worldwide.
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