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论文编号：	9006
作者编号：	2120142835
上传时间：	2016/12/16 21:51:30
中文题目：	S医药集团心脑血管类新特药品营销策路研究
英文题目：	Research on Marketing Strategies of New and Special Drugs for Cardio-cerebral Vascular Diseases of S Pharmaceutical Group
指导老师：	李东进
中文关键字：	市场营销；新特药；营销策略
英文关键字：	Marketing; new and specific drugs; marketing tactics
中文摘要：	医药行业在各行业可以说同国民百姓的关系最为密切，被称为“朝阳产业”，我国是一个拥有世界人口五分之一的大国，因此十三亿人的健康是一个十分重大的事情。伴随着社会的进步，经济实现了快速地发展，人民的生活水平日益提高，在此基础上，人们的健康意识也逐渐深化，估计在2020年，我国将会成为仅次于美国的第二大医药市场。 在中国经济的发展过程中，区域经济特色逐步表现出来，京津冀区域已成为中国经济的发展新动力和第三增长级。经济增长较快，群众对医疗资源的需求度亦逐渐升高。 S医药集团是在改革中求发展的一个典型案例，从一个军队体制内制药厂逐步实现转型升级，在一次次的体制转型中，脱颖而出，而今成为国内医药工业的一股重要力量。 随着国家对医药行业加大宏观调控力度，医药企业竞争压力空前，如何提高自身企业的竞争力，有效地调整各种策略来适应不断变化的外部环境，是目前每个医药销售负责人面对的迫切问题。 在这样的环境下，S医药集团面临的一大重要问题就是如何提升自身竞争力，以应对营销实践中存在的种种困难和挑战。 基于上述问题，本文的绪论部分，主要介绍了研究背景、研究意义、研究方法和思路。 其次，笔者针对医药营销相关的概念和理论进行了系统的梳理和回顾，尤其是本文涉及到的理论，分析工具和方法。 第三，笔者主要采用SWOT和PEST等分析工具对S医药集团市场销售现状和进行了详细讨论，分析了S医药集团在市场上面临的营销挑战。 第四，笔者以S医药集团在全国市场上的五个代表药物为例，运用STP理论给出了市场细分目标市场选择的建议。 第五，笔者运用PEST组合营销理论对S医药集团产品的营销策略调整给出建议，希望能够进一步增强S医药集团在心脑血管类药物市场上销售额，从而增强S医药集团的市场占有份额，提高患者的忠诚度，实现S医药集团长期的战略发展。 第六，笔者提出了营销策略的实施保障方案。 最后是结论和总结部分。
英文摘要：	The pharmaceutical industry in the industry can be said that the relationship with the people most closely, known as the "sunrise industry", China is a world population of one-fifth of the country, so 1.3 billion people's health is a very important thing. With the progress of the society, the economy has developed rapidly and the people's living standard has been improved day by day. On this basis, people's health consciousness has gradually deepened. It is estimated that in 2020, China will become the second largest after the United States Pharmaceutical market. In the course of China's economic development, the regional economic characteristics are gradually manifested. S Pharmaceutical Group in the reform and development of a typical case, from a military system within the pharmacy to gradually realize the transformation and upgrading, in a time of system transformation, stand out, and now has become an important force in the pharmaceutical industry. As the state of the pharmaceutical industry to increase macro-control efforts, pharmaceutical companies unprecedented competitive pressures, how to improve their competitiveness, effectively adjust the strategy to adapt to changing external environment, is currently responsible for each pharmaceutical sales face Of the urgent problems. In this environment, S Pharmaceutical Group is facing an important issue is how to enhance their competitiveness, in response to marketing practices exist in the difficulties and challenges. Based on the above problems, the introduction part of this paper, mainly introduces the research background, research significance, research methods and ideas. Secondly, the author systematically reviews and reviews the concepts and theories related to pharmaceutical marketing, especially the theories, analytical tools and methods involved in this paper. Third, the author mainly uses SWOT and PEST analysis tools to analyze the sales situation of S Pharmaceutical Group in detail, and analyzes the marketing challenges faced by S Pharmaceutical Group. Fourth, the author uses the five representative drugs of S group on the market as an example, using STP theory gives the market segmentation target market selection proposal. Fifth, I use the PEST combination of marketing theory on the S Pharmaceutical Group's marketing strategy to adjust the recommendations, hoping to further enhance the S Pharmaceutical Group cardio-cerebral vascular drug sales on the market, thereby enhancing the S Pharmaceutical Group's market share , Improve patient loyalty, and achieve long-term strategic development of S Pharmaceutical Group. Sixth, I put forward the implementation of marketing strategies to protect the program. Finally, conclusions and conclusions.
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