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论文编号：	8156
作者编号：	2220130094
上传时间：	2016/5/25 15:44:30
中文题目：	新医改背景下中国制药企业处方药品的营销策略研究
英文题目：	Research on Marketing Strategies of Pharmaceutical Companies in China for Prescription Drugs under the New Medical Reform Background
指导老师：	张玉利
中文关键字：	新医改；制药企业；处方药；营销策略
英文关键字：	New Health Care Reform, pharmaceutical companies, prescription drugs, marketing strateg
中文摘要：	医药产业作为一个多学科先进技术和手段高度融合的高科技产业，关乎国民的身体健康，社会的稳定运行以及经济的快速发展，是世界公认的最具发展前景的国际化高技术产业之一，也是世界贸易增长最快的产业之一。2009年新医改启动以来，随着各项医改政策文件的颁布实施，我国制药企业既迎来了发展机遇也面临着巨大的挑战，新医改形势下制药企业适时调整其营销策略成为企业未来生存发展的关键。 本论文从市场营销管理的理论角度出发，在研究我国的制药企业发展历程的基础上，结合“新医改”的政策背景，对中国制药企业处方药品的市场营销进行深入研究探讨，总结我国当前制药企业在处方药营销策略方面的经验和不足，分析新医改政策对我国制药企业药品市场容量、药品市场需求结构等的影响，探究处方药营销面临的机遇与挑战，并结合笔者多年的医药营销工作经验及国外的营销实践，提出完善我国制药企业处方药品市场营销策略的相关建议。 本文结合市场营销理论中的4P理论，研究发现新医改政策推行以来，对我国制药企业产生的影响主要有：产品方面，药品的需求结构发生变化，价格较低、疗效确切的基本药物的用药需求增加；药品定价与价格维护方面趋于合理，且国家正逐步与国际接轨，放开对药品的政府定价；渠道方面，基层市场及第三终端兴起；促销手段方面逐渐规范化，重点向专业化学术推广发展但是仍需政府的引导，网络营销、绿色营销、品牌营销等创新营销模式正逐渐兴起。 基于此，本文从4P理论的四个方面针对提出了制药企业处方药营销策略的调整建议。制药企业应坚持以顾客为导向的产品策略，加强自主研发、促进产品创新；坚持以成本为导向的价格策略，加强成本控制、形成价格优势，针对不同的产品采取不同的定价方法；坚持以便利为宗旨的渠道策略，加强渠道管控、促进终端开发，加强与中间商密切合作，形成渠道联盟，同时开发第三终端，增强渠道覆盖力；坚持以沟通为手段的促销策略，实施文化营销、加强学术推广等。 本论文的研究成果，对我国制药企业在新医改背景下如何正确认清其面临的机遇与挑战、如何适时地调整本公司处方药营销策略以在未来的市场竞争中立于不败之地有一定的现实指导作用。
英文摘要：	As a high-technology intensive industry integrated with multi-disciplinary advanced technologies, the pharmaceutical industry attaches great significance to citizens’ health, society’s stable operation and the rapid development of economy, thus regarded as one of the fastest growing and the most promising high-tech industries in the world. In 2009 the State Council promulgated several policy options on deepening the medical and health system reform, which brought enormous development opportunities and challenges as well to pharmaceutical companies in China. It has become a heating issue for China's pharmaceutical enterprises to adjust their development and marketing strategies so as to survive in the future under the new medical reform background. From the theoretical perspective of marketing management and on the basis of the history research on pharmaceutical enterprises in China, this paper investigates the current status of Chinese pharmaceutical enterprises’ marketing strategies for prescription drugs in-depth, analyzes the impacts of new medical reform policies on China's pharmaceutical market capacity, the pharmaceutical market demand structure, etc., explores the opportunities and challenges of prescription drugs marketing for pharmaceutical companies, and finally puts forward suggestions and recommendations to improve the prescription drug marketing strategies for China's pharmaceutical enterprises under the new medical reform background based on the research result and the author’s working experience in pharmaceutical marketing. Based on 4P marketing theory, the study summarized the following impacts imposed by the new medical reform on China's pharmaceutical companies: in term of Products, the pharmaceutical market demand structure has changed and the demand of inexpensive and effective essential drugs increases; in term of Price, the State has implemented rational and scientific pricing regulation for pharmaceuticals; in term of Places, the rise of primary pharmaceutical market and third drug retail terminal is obvious; and in term of Promotion means, they have become gradually standardized, and specialized academic promotion attaches an increasing attention but still needs the government’s guidance, and some innovative marketing models such as Internet marketing, environmental marketing, brand marketing and many other strategies. It is also based on the 4P marketing theory that the paper proposes optimization suggestions on prescription drug marketing strategies from the four aspects of the theory. It is recommended that pharmaceutical companies in China should: (1) adhere to customer-oriented Product Strategy and strengthen independent research and development of drugs and promote product innovation; (2) adhere to cost-oriented Pricing Strategy by focusing on cost control and taking a differential pricing strategies for different products; (3) adhere to convenience-oriented Place Strategy through strengthening channel control, promotion of retail terminal development, promoting close cooperation with intermediaries so as to establish Channels Union, and meanwhile developing the third retail terminal in order to enhance channel covering force; and finally (4) adhere to communication-oriented Promotion Strategy by implementing cultural marketing and strengthening specialized academic promotion. The research results of this thesis could be referred by domestic pharmaceutical companies in way of recognizing the opportunities and challenges and timely adjusting the companies’ prescription drug marketing strategies under the new medical reform background. Keywords：New Health Care Reform, pharmaceutical companies, prescription drugs, marketing strateg.
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