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论文编号：	9232
作者编号：	2120142635
上传时间：	2017/6/12 22:21:50
中文题目：	NN中国公司糖尿病产品市场营销策略研究
英文题目：	Research on the Marketing Stratgey of the diabetes Products of NN Company In China
指导老师：	郑琦
中文关键字：	营销策略；医药行业；糖尿病产品；组合营销
英文关键字：	Marketing Strategy; Pharmaceutical Industry; Diabetes Products; Combination Marketing
中文摘要：	近年来，糖尿病已经成为严重危害国民健康的疾病，随着人民生活水平不断提高，糖尿病的发病率也逐年攀升，国家医疗负担逐渐加重。糖尿病已经成为社会各界非常重视的疾病之一。因此，国内外糖尿病产品的生产公司纷纷将中国视为战略要地。作为全球糖尿病领域的领先者，NN公司的市场营销策略无论是对于公司自身发展还是对于行业内其他公司借鉴，都有着深远的意义。因此本文将对NN中国公司糖尿病产品的在华营销策略进行系统研究 本文作者查阅了国内外文献资料，对NN中国公司的糖尿病产品在中国市场的营销组合策略进行了分析并提出了展望。首先介绍了研究的背景与意义，其次回顾了主要研究的方法及理论。着重对中国糖尿病总体市场状况进行了详细的分析，包括市场内外部的竞争分析和客户群体的需求分析。接着本文研究了NN中国公司的市场定位策略、产品组合策略、价格策略、市场推广策略和销售渠道策略。然后文章提出了策略实施保障，最后得出了结论并提出展望。 本文认为NN中国公司目前的产品升级换代、学术推广及患者教育等营销策略是有效的，但为了解决保持市场领先的战略性问题，以及适应新的医改形势，NN中国公司在战略层面上必须顺应形势，转换策略重点，改进营销模式，才能够在新形势下继续稳固市场地位。本文还结合医疗药品行业市场营销独有的特点，为NN中国公司如何更好的提高其产品渗透率和加强销售管理提出了建议。
英文摘要：	In recent years, diabetes has become a serious disease endangering people’s health. With the continuous improvement of living standard, the incidence of diabetes is rising year by year, which gradually increased the national medical burden. Diabetes has already become one of the diseases widely concerned by all walks of life. Therefore, the production companies of diabetes products from home and abroad, and China is regarded as the strategic area. As the global leader in the field of diabetes, NN’s marketing strategy is of great significance both for the development of the company and for reference to other companies in this industry. So this paper will systematically study the marketing strategy in China of the diabetes products of NN Company. In this paper, the author consults the domestic and foreign bibliographical information, analyzing the combined strategy of NN’s diabetes products in Chinese market, and a prospect is put forward. The author firstly introduces the research background and its significance, and reviews the main research methods and theories. There is a detailed analysis of the overall diabetes market situation in China, including the internal and external market competition and customer needs. Secondly, the author studies the market positioning strategy, product mix strategy, price strategy, marketing strategy and distribution channel strategy of NN Company. Afterward, an implementation strategy is put forward and finally comes to the conclusion and the prospect. We believe that the present marketing strategy of NN Company about the upgrading of products, academic promotion and patient education is effective. But in order to solve the strategic problem to maintain the market leading position and to adapt to the new situation of medical reform, NN Company has to comply with the situation, transform the strategic keynote and improve the marketing mode, so that it can stabilize the market position in the new situation. This paper also gives some suggestions on how to improve the product’s penetration rate and strengthen the sales management for NN Company combined with the unique marketing characteristic of pharmaceutical industry.
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