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论文编号：	8933
作者编号：	2120142783
上传时间：	2016/12/11 18:19:37
中文题目：	MSD制药公司中国市场营销策略研究
英文题目：	Research on Marketing Strategy of MSD Pharmaceutical Company in China
指导老师：	薛红志
中文关键字：	营销策略;差异化营销;EBM&BMP营销;企业伦理
英文关键字：	Marketing strategy;Differentiated marketing;usiness ethics;EBM&BMP marketing
中文摘要：	中国的医药产业经济不单是中国国民经济和世界经济的重要组成部分，同时也在世界医药新兴市场中具有非常重要的地位。加入WTO之后，外资制药企业和其新产品及专利技术等不断涌入国内市场，对国内的市场格局更加白热化产生了一定的催化作用，加上国内政府一直在实施的医疗改革政策，也对医药产业市场中的企业的竞争能力、企业行为规范和责任等带来一定的考验。市场环境一直在竞争中变化，医疗改革给市场的增容带来了机会，这样的机遇使得外资制药企业和国内的大大小小的制药企业都加大了在医院处方药市场中的开发力度，不断创新策略去寻找价值的源泉。本文的研究对象MSD公司是一家具有领先地位的国际性制药企业，在中国市场已耕耘20年有余，但近几年该企业也遭遇了如同其他企业一样的困难和问题，竞争压力也越来越大。如何应对新的态势和机会，及时调整和实施营销策略以保证公司的可持续良性发展是当下企业需要面对的重要事宜。本文从介绍选题的背景和意义开始，借助相关的11Ps、4Cs、4Rs营销理论和营销理论分析工具对可以影响企业现阶段发展的因素进行分析并设计拟定实施的策略，运用五力竞争模型和SWOT工具结合MSD制药公司近几年的发展，从实际出发分析该企业的营销环境和现状，争取从员工构成管理、客户管理、市场通道管理、市场竞争分析及企业文化经营理念等角度出发为该公司制定有效的营销策略。医药营销策略如同营销理论体系中所有的营销策略一样，指导理念是一致的，这个动态化的管理过程也要根据企业所处变化环境而做出及时调整优化，以“变”应对“万变”，以创新策略应对竞争态势。同时，企业在竞争的同时应当遵守企业道德规范，肩负更多的社会责任，为建立更加健康的有序市场环境努力，从而保持企业全面的竞争优势和市场地位。本文旨在为MSD制药公司设计有效可行的营销策略，也意在为医药产业的生态发展和建立有序市场提供一定的思路参考和借鉴作用。 关键词：营销策略 差异化营销 EBM&BMP营销 企业伦理
英文摘要：	China's pharmaceutical industry economy is not only an important part of China's national economy and the world economy, but also has an important position in the emerging medicine markets of the world. After joining the WTO, foreign enterprises and its new products and patented technology continuously enter the domestic market, and have a dramatic impact on the domestic market. At the same time, our government has been implementing the medical reform policy. The market environment has changed because of the competition, health care reform has brought opportunities to the market capacity, and this opportunity makes the foreign pharmaceutical enterprises and domestic enterprises to increase its market-share in the hospital prescription drug market and by the aid of innovative strategies to find the source of value. MSD is a leading international pharmaceutical enterprise in the market, which has also encountered difficulties and problems like other enterprises. In the face of new situation and opportunities, timely adjust and implement marketing strategy to ensure the sustainable development is an issue that the enterprise needs to do some more at present. This paper starts from the background and significance of topics, using the marketing theory and relevant theory tools to analyze factors affecting the development of enterprises. The marketing management measure, including market analysis, customer management, marketing channel management and to promote corporate culture and business philosophy of the company, are all effective marketing strategies. Implementing marketing strategy is a dynamic management process for the enterprise, such as according to the changes of environment and carrying out timely adjustment and to adapt to the change with innovative strategies to deal with competition situation. At the same time, the enterprise shall abide by business ethics, and take more social responsibility to establish a healthy and orderly market environment, so as to maintain the overall competitive advantage and market position of enterprises. This paper aims to design an effective and feasible marketing strategy for MSD, and it is also intended to provide some ideas and reference for the ecological development of the industry and to establish an orderly market. Key words: Marketing strategy，Differentiated marketing， Business ethics，EBM&BMP marketing.
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