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论文编号：	9753
作者编号：	2120152765
上传时间：	2017/12/10 9:07:57
中文题目：	BI公司吉泰瑞产品的市场营销策略研究
英文题目：	Reaserch on Marketing Strategy for BI’S Giotrif
指导老师：	杨斌
中文关键字：	市场营销环境分析；市场细分STP；营销6C策略组合
英文关键字：	marketing environment analysis; Market segmentation; Marketing strategy portfolio 6C
中文摘要：	在全球医疗费用控制的前提下，大部分药品使用受到了限制。而肿瘤产品由于治疗的疾病恶性程度高，因此成为医疗保险目录或患者个人均愿意付费的少数领域之一。外资医药公司基于自身在新药研发领域的强大实力和肿瘤产品的抗降价能力的特点，许多国际医药企业调整了公司战略，在抗肿瘤领域投入巨资研发上市，希望肿瘤产品成为推动医药市场成长的主力军，且增加更多的利润贡献。基于人口基数，以及中国肿瘤市场未被满足的治疗需求，肿瘤产品更好的支付政策，新药审批加快和对于进口药品注册宽松，许多外资公司对中国市场有更好的期望，他们更多的把自己生产的抗肿瘤药物投放在中国市场，这就使得药品市场的竞争越来越激烈，并且意识到药品营销管理的重要性的医药公司越来越多。然而，怎样能做好新上市抗肿瘤药品的市场营销呢？又怎样能够让中国的消费者愿意接受购买这些药品呢？同时用什么方法能够在中国市场占有一席之地？一系列的问题都是国际医药公司亟待解决的重要问题，由此看来，抗肿瘤药品的市场营销策略越来越重要了。吉泰瑞药品（以下简称吉泰瑞）在中国的上市，对肺癌分子靶向的治疗领域的应用和市场营销策略的进步起到了较大的促进作用。本文的研究对象是勃林格殷翰公司吉泰瑞在中国制定的市场营销策略。根据分析和总结吉泰瑞市场营销策略的制定以及其在中国的实际开展情况，结合有关的市场营销理论，我们找到了一些关键因素和重要途径得以让跨国制药公司新上市靶向抗肿瘤药物市场营销策略取得成功。与此同时，还希望根据本文的描述，使中国制造企业的分子靶向抗肿瘤药物的市场营销能够得到一定的理论参考。首先，本文表明了选题的意义与根据，与此同时，还简略的描述本文的主要研究内容和思路。紧接着，对吉泰瑞的市场营销环境进行了外部分析，内部分析和SWOT分析。然后，从市场细分理论和营销组合理论这两个角度上剖析吉泰瑞的市场营销策略。最终，阐述出吉泰瑞营销管理策略中主要的结论。第一点，对产品所处的市场营销环境进行全面分析；第二点，通过市场细分，锁定目标市场并进行准确市场定位；第三点，结合产品自身特点，制定出合理有效的市场营销组合策略。
英文摘要：	Under the precondition of global medical cost control, most drug use is limited. As a result of the high degree of malignancy, tumor products have become one of the few areas in which the health insurance directory or patient per capita is willing to pay. Foreign pharmaceutical companies based on their own strength in the field of new drug research and development and the characteristics of tumor product price resistance, many international pharmaceutical companies to adjust the strategy, invested heavily in the field of anti-tumor research and development, hope to promote tumor products become the mainstay of medical market growth, and increase more profit contribution. Based on population, as well as China's market is not meet the demand of the treatment of tumor, tumor products better pay policies, new drug approval to accelerate and for imported drug registration, many foreign companies have better hopes for the Chinese market, the more they put their production of antineoplastic drugs in China market, this makes the pharmaceutical market in the increasingly fierce competition, and to realize the importance of drug marketing management of pharmaceutical companies more and more. However, how can the marketing of new antitumor drugs be prepared? How can Chinese consumers be willing to accept these drugs? At the same time, what method can be used to gain a foothold in the Chinese market? A series of problems is an important issue to be solved by international pharmaceutical companies. Therefore, the marketing strategy of anti-tumor drugs is becoming more and more important. In China, the market of Giotrif medicine (hereinafter referred to as "Giotrif") plays a major role in promoting the application of the targeted therapeutic area of lung cancer and the improvement of marketing strategy. The research object of this paper is the marketing strategy developed by the Boehringer-Ingelheim Giotrif in China. According to the analysis and summary, Giotrif and its marketing strategy formulation in China's actual situation, combined with related marketing theory, we find some key factors and important way to let the multinational pharmaceutical companies are listed on the new targeted anti-tumor drug marketing strategy to succeed. At the same time, it is hoped that according to the description of this paper, the marketing of molecular targeted anti-tumor drugs of Chinese manufacturing enterprises can get some theoretical reference. First of all, this paper shows the significance and basis of the topic, and meanwhile, briefly describes the main research contents and thoughts of this paper. Then, an external analysis, internal analysis and SWOT analysis were carried out on the marketing environment of Giotrif. Then, from the market segmentation theory and marketing combination theory, this paper analyzes the marketing strategy of Giotrif. In the end, this paper expounds the main conclusions of the marketing management strategy of Giotrif. The first point is to make a comprehensive analysis of the marketing environment of the product. Secondly, through market segmentation, target market is locked and accurate market positioning is carried out. Thirdly, combining the characteristics of the products, a reasonable and effective marketing mix strategy is developed.
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