联系我们

论文查询结果	返回搜索

论文编号：	9786
作者编号：	2120152870
上传时间：	2017/12/11 11:38:59
中文题目：	浙江海正药业国际市场营销战略研究
英文题目：	The study of international marketing strategy of Hisun Pharmaceutical
指导老师：	韩德昌
中文关键字：	海正药业;国际市场;营销战略
英文关键字：	Hisun pharm;International market;Marketing strategy
中文摘要：	随着世界经济的发展、人口总量的不断增长、人口老龄化程度的逐步提高，全球医药市场规模持续增加。2010年全球医药市场销售额增长到8564亿美元，五年复合增长率为6.2%。从市场份额看，得益于较高收入及健全的医保支付体系，发达国家市场占全球市场总份额为70%。根据国际知名医药咨询公司IMS提供的报告，全球医药市场规模从2008年的7950亿美金，增长到2013年的9890亿美金，预计到2018年，会增长到1.28万亿至1.31万亿美金。从这个数据上看，医药市场的规模和增长潜力都是值得期待的。另外，从每年的人均医疗支出看，排名前五的国家分别是：美国（1100美金／人），日本（750美金／人），加拿大（600美金／人），德国（590美金／人），法国（590美金／人）。 可以看出，发达国家医药市场依旧处于全球医药市场的主流位置，如何在发达国家医药市场中占有一席之地，不仅对我国医药企业的销售增长至关重要，更体现了我国医药企业的国际市场营销能力。同时，我国医药企业通过国际市场营销，参与到发达国家医药市场的竞争中，相应国外市场对我国医药企业的研发、生产、质量管理等方面都提出了更高的要求，企业在这些方面的改进和提高，对自身的发展大有益处。 海正药业作为我国原料药出口起步很早的医药企业，自20世纪90年代开始，向国外出口原料药品，经过多年的发展，积累了丰富的原料出口经验和国际市场客户和渠道资源。如何将这些实践经验提炼升华，形成海正的国际市场营销战略，是本文研究的核心。 本文通过回顾产品生命周期理论和市场营销理论，分析了海正国际市场营销环境，提出了其国际市场营销战略如何选择与实施，以及战略的实施保障。
英文摘要：	With the development of global economy，the increase of the whole population and the aging population, the market size of he global pharmaceutical market is keeping on growing. In 2010, the turnover of the global pharmaceutical market is reaching 856.4 billion USD, and the CAGR of five yearsis 6.2%. From the point of view in the market share, thanks to the high income and mature reimbursing system, the developed countries account for 70% of the global pharmaceutical market. According to IMS, the turnover of global pharmaceutical market is changing from 795 billion USD in 2008 to 989 billion USD in 2013.And it is estimated to reach 1280 billion USD to 1310 billion USD in 2018. In this case, the turnover and growth rate of the global pharmaceutical market is very promising. Besides, the expense on the pharmaceutical product per head of the top five countries are: USA (1,100 USD/head), Japan(750 USD/head), Canada (600 USD/head), Germany(590 USD/head), France(590 USD/head) It is obvious that the developed countries are still the main stream in the global pharmaceutical market. How to achieve the turnover in the pharmaceutical market in the developed countries, is not only vital to the company growth, but also reflects the international marketing ability of Chinese pharmaceutical companies. Meanwhile, when Chinese pharmaceutical companies enter the developed countries pharmaceutical markets, the foreign governments has more requirement on the research and development, production, quality system of the companies. The Chinese companies will benefit from the improvement on the above issues as well. Hisun pharm is one of the leading manufacturer of the API (Active Pharmaceutical Ingredient) and export their product to the global market from 1990s. They accumulating abundant experience of the exporting business. How to transform the actual experience in to the international marketing strategy is the main point of this paper. In this paper, it reviews the product life-cycle and marketing theory. Then, it analyze the internationalization market situation of Hisun, propose the internationalization marketing strategy and how to implement the strategy, as well as how to guarantee the implementing of the strategy.
查看全文：	预览  下载(下载需要进行登录)