本文關(guān)鍵詞：K公司仿制藥物M的營銷策略研究　出處：《首都經(jīng)濟貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 營銷策略 仿制藥物 醫(yī)藥行業(yè)

【摘要】：隨著人口老齡化和疾病譜改變等因素的影響,我國高血壓患者呈現(xiàn)明顯逐年遞增的趨勢。作為一種以老年人為主要患病人群的慢性病,高血壓不但需要長期服藥,控制不佳還易引發(fā)心絞痛、腦卒中、動脈硬化等各類并發(fā)癥,給社會和患者造成了較大的經(jīng)濟負擔(dān)。與此同時,人們對抗高血壓藥物的需求也越來越大,為此類藥物帶來了廣闊的市場前景。而如何抓住機遇擴大市場,同時盡量減緩醫(yī)改等降低藥價因素對產(chǎn)品價格的影響,正是本研究所關(guān)注的。本文通過K公司仿制藥物M所處宏觀環(huán)境、競爭狀況等外部環(huán)境和內(nèi)部優(yōu)劣勢的分析,對藥物M進行市場定位,并針對“質(zhì)量與原研比肩,長期治療更具性價比的抗高血壓藥物”這一產(chǎn)品定位,制定相應(yīng)的市場營銷策略。在營銷策略制定上,本研究結(jié)合經(jīng)典的“4P”理論,分別從產(chǎn)品策略、價格策略、渠道策略和促銷策略進行全面分析:在產(chǎn)品策略上,仿制藥物M具有“達到國際先進水平仿制藥”的核心價值,并通過用藥咨詢、對不良反應(yīng)的密切關(guān)注向患者提供附加價值;在價格策略方面,分析了影響藥物定價的各個因素,并最終以競爭導(dǎo)向為主,在考慮目前藥品招標(biāo)的現(xiàn)實狀況下,確定了產(chǎn)品的售價;在渠道策略方面,采取辦事處推廣和區(qū)域招商相結(jié)合的模式,并通過合作商業(yè)公司的遴選和戰(zhàn)略性合作等方式,實現(xiàn)渠道的全面覆蓋和高效運作;在促銷策略方面,本研究從產(chǎn)品購買決策的三方(招采機構(gòu)人員、醫(yī)院醫(yī)生、社區(qū)患者)入手,通過信息普及、政策配合、學(xué)術(shù)推廣、患者教育等方式加大上述客戶對產(chǎn)品國際認證和相關(guān)優(yōu)勢的認可,推進產(chǎn)品銷售的最終實現(xiàn)。除此之外,本研究還從機制確立、團隊建設(shè)、資金撥付和信息化應(yīng)用等方面,提出了上述營銷策略的實施保障。
[Abstract]:With the influence of aging population and disease spectrum, hypertension patients in China show a trend of increasing year by year. As a chronic disease, the elderly are the main diseased population. Hypertension not only needs long-term medication, but also easy to lead to angina pectoris, stroke, arteriosclerosis and other complications, to the society and patients caused a greater economic burden. The demand for antihypertensive drugs is also increasing, which brings a broad market prospect for these drugs. However, how to seize the opportunity to expand the market, and at the same time to reduce the impact of drug price factors such as medical reform on product prices as much as possible. It is the focus of this study. This paper analyzes the external environment and internal advantages and disadvantages of the imitation drug M in K Company, and analyzes the market orientation of the drug M through the analysis of the external environment and the internal advantages and disadvantages of the pharmaceutical M, such as the macro environment and the competitive situation of K company. And in view of the product positioning of "quality and original research shoulder, long-term treatment more performance-to-price ratio of antihypertensive drugs", the corresponding marketing strategy and marketing strategy formulation. This study combined with the classical "4p" theory, respectively from the product strategy, price strategy, channel strategy and promotion strategy for a comprehensive analysis: in product strategy. The generic drug M has the core value of "reaching the international advanced level of generic drugs", and provides additional value to patients through drug consultation and close attention to adverse reactions. In the aspect of price strategy, the factors influencing drug pricing are analyzed, and finally, the competitive orientation is the main factor. Considering the actual situation of drug bidding, the price of the product is determined. In the aspect of channel strategy, we should adopt the mode of combining office promotion and regional investment promotion, and realize the comprehensive coverage and efficient operation of channels through the selection and strategic cooperation of cooperative commercial companies. In the aspect of promotion strategy, this study starts with the tripartite of product purchase decision-making (recruitment agencies, hospital doctors, community patients), through information popularization, policy coordination, academic promotion. Patient education and other ways to increase the recognition of the above customers to the international certification of products and related advantages, to promote the final realization of product sales. In addition, this study also from the establishment of mechanisms, team building. Fund allocation and information application, put forward the implementation of the above-mentioned marketing strategy protection.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.72

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