本文選題：YZ公司 + 醫(yī)藥　； 參考：《南昌大學(xué)》2017年碩士論文

【摘要】：隨著世貿(mào)的打開,中國(guó)醫(yī)藥企業(yè)也紛紛走出國(guó)門,邁向海外市場(chǎng)。醫(yī)藥國(guó)際貿(mào)易額逐年增加。雖然我國(guó)的西藥都以仿制藥為主,但在海外市場(chǎng)因合適的市場(chǎng)營(yíng)銷策略站住腳跟。而作為我國(guó)唯一具有自主知識(shí)產(chǎn)權(quán)的中藥,隨著海外政府大門的逐漸放開,發(fā)展?jié)摿薮�。本文以YZ公司為背景,就YZ公司開發(fā)東南亞市場(chǎng)的營(yíng)銷策略進(jìn)行較深入的研究。首先,確定了本文的研究背景及意義,并對(duì)國(guó)際營(yíng)銷的基本理論等進(jìn)行了綜合描述。其次,從開發(fā)東南亞市場(chǎng)的外部環(huán)境和企業(yè)的內(nèi)部環(huán)境進(jìn)行了細(xì)致的分析,從而得出YZ公司開發(fā)東南亞市場(chǎng)的優(yōu)勢(shì)有:公司資源優(yōu)勢(shì)、產(chǎn)品優(yōu)勢(shì)以及市場(chǎng)優(yōu)勢(shì);劣勢(shì)有:產(chǎn)品水平和技術(shù)創(chuàng)新能力薄弱、市場(chǎng)開拓力度等。最后提出了本文的重點(diǎn),通過對(duì)前面的分析以及對(duì)東南亞市場(chǎng)的細(xì)分和定位,分別從營(yíng)銷4P策略中得出切實(shí)可行的營(yíng)銷方案。
[Abstract]:With the opening of the WTO, Chinese pharmaceutical enterprises have also gone abroad to enter the overseas market. The international trade volume of medicine is increasing year by year. Although the western medicine of our country is mainly made of generic medicine, it has a foothold in the overseas market because of the appropriate marketing strategy. As the only Chinese medicine with independent intellectual property rights, with the opening of overseas government door, the development potential is huge. In this paper, YZ Company as a background, YZ Company to develop the marketing strategy of Southeast Asia in-depth study. Firstly, the research background and significance of this paper are determined, and the basic theories of international marketing are comprehensively described. Secondly, from the development of Southeast Asia market external environment and the internal environment of the enterprise to carry on the detailed analysis, thus obtains the YZ company to develop the Southeast Asia market superiority: the company resources superiority, the product superiority and the market superiority; Weaknesses include: weak product level and technical innovation ability, market development strength, and so on. Finally, the emphasis of this paper is put forward. Through the analysis of the previous analysis and the segmentation and positioning of the Southeast Asian market, the feasible marketing scheme is obtained from the marketing 4p strategy.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.72;F125;F274

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