联系我们

论文查询结果	返回搜索

论文编号：	8938
作者编号：	2120142766
上传时间：	2016/12/11 22:34:54
中文题目：	NN（中国）公司市场营销策略研究
英文题目：	Research on Marketing Strategy of N N（China）Co., Ltd.
指导老师：	杨斌
中文关键字：	市场竞争;市场营销策略;市场细分;产品组合
英文关键字：	Market competition;Marketing strategy;Market segmentation;Product portfolio
中文摘要：	糖尿病目前已经成为非常严重的社会公共卫生问题，全世界有近4亿的糖尿病患者，预计到2035年全球糖尿病患者数量将达到5.92亿。在这样的大环境下，由于生活水平的改善，饮食结构的变化以及生活节奏和少动多坐的生活习惯等多种原因，中国糖尿病患病率也呈飞速增长的趋势。目前，中国的糖尿病人数已经超过印度，接成为全球糖尿病第一大国。而在这个数据背后还有1.5亿人处于糖尿病前期，这些人随时都有可能成为新的糖尿病患者，另外还有一些高危因素人群，比如家族史，肥胖者，年龄超过45岁的人群，这些人也随时可能变为糖尿病前期和糖尿病。调查显示，仅有25.9% 患者血糖控制理想。针对这种严峻的态势，面对如此庞大的糖尿病市场，全球各大制药企业都在加大研发力度，不遗余力的推出和推广各种降糖产品。NN公司作为世界知名企业，一直是糖尿病领域的领导者，拥有最全面的产品线是全球糖尿病患者使用产品最多的制药公司。中国的糖尿病患者已达一亿之多，随着中国糖尿病市场的日益庞大，越来越多的竞争对手瞅准了这一机遇，越来越多的外企原研药和国内仿制药进入市场，竞争逐渐白热化。NN(中国)的市场份额（MS）最近几年呈下降趋势，领导者的地位正在受着冲击。本文首先介绍了内外部背景，探讨需要改进市场策略的重要意义，并提出了研究思路和框架。运用相关理论，对市场营销的概念，4P、PEST、STP理论方法、产品策略理论、领导者竞争战略、医药销售特点进行了探讨。随之对NN公司、人员、市场策略现状进行了详细分析，并提出问题。利用PEST分析方法对NN公司的宏观和微观环境进行分析，包括分析竞品和客户群体，结合SWOT分析使其明确自身在产品定位和产品组合方面的不足，帮其制定新的营销策略，包括市场定位、战略、产品组合策略、各产品市场策略、新产品开发、价格、渠道策略几方面。最后，提出市场策略保证实施，从销售队伍、奖金制度、部门沟通、企业文化、市场反馈、政府合作、患者教育七个方面进行阐述。以期望在日益激烈的市场竞争大环境下，能够帮助企业维护市场份额，确保领导者地位的稳固。
英文摘要：	Diabetes has become a very serious social health problem, and the world has nearly 200 million of patients with diabetes which is predicted to exceed more than 300 million. The prevalence of diabetes in China has also showed a trend of rapid growth. And now, China became the world's largest country of diabetes which has overtaken India. To be concealed in the data, there are 150 million pre-diabetes population, these people at any time are likely to become diabetic patients. In addition to, some people over the age of 45 have high risk factors, such as family medical history, adiposity, these people could become diabetes and pre diabetes if they do not pay attention to a healthy lifestyle. Survey shows that only 25.9% of patients with blood glucose control ideal. In view of this grim situation, the world's major pharmaceutical companies are increasing research and development efforts, sparing no effort to launch and promoting a variety of hypoglycemic products. NN is the world's leading bio pharmaceutical company which has became the world leader in the development and has the most comprehensive product line. With the development and enlarging of the market in China, more and more competitors including foreign companies and domestic branded generics market emerged the market, gradually intensified market competition. NN（China）market share (MS) in recent years has shown a declining trend, the leader's position is affected by the impact. This paper first introduces the internal and external background, discusses the need to improve the significance of the market strategy, and present the research ideas and framework. Then put forward the relevant theory, the concept of marketing, such as 4P, PEST, STP, and so on. To implement competitive strategy and pharmaceutical sales characteristics were carefully studied. Next, for instance, to analyze the environment of NN, personnel structure, marketing strategy in detail, and then find out the problem. Then, using the PEST analysis method to analyze the macro and micro environment of NN, competing products and customer groups, in virtue of SWOT analysis to identify the advantages and disadvantages, the clear deficiencies in product positioning and product portfolio, help develop new product strategy, including market positioning, strategy, product portfolio strategy, each product the market strategy, new product development, pricing, channel strategy aspects. Finally, the research put forward the market strategy to ensure the implementation of some measure in seven areas to elaborate, includes the sales team, the bonus system, the Department of communication, corporate culture, market feedback, government cooperation, patient education. In the increasingly fierce market competition, these can help enterprises to maintain market share, to ensure the stability of the leader.
查看全文：	预览  下载(下载需要进行登录)