【摘要】：A公司獨(dú)家引進(jìn)德國(guó)原產(chǎn)純植物藥M產(chǎn)品,填補(bǔ)了當(dāng)時(shí)國(guó)內(nèi)臨床應(yīng)用口服藥治療靜脈系統(tǒng)疾病的空白,M產(chǎn)品優(yōu)質(zhì)的治療效果,很快得到下肢靜脈疾病患者的青睞,成為下肢靜脈疾病保守治療患者長(zhǎng)期的口服用藥。經(jīng)過(guò)20多年的市場(chǎng)開(kāi)拓,目前M產(chǎn)品的年銷(xiāo)售額已突破8億元,正昂首挺胸向10億元,20億元邁進(jìn)。伴隨著國(guó)家新醫(yī)療改革的帶來(lái)的“限方”、“降價(jià)”等措施的影響,自2014年以來(lái),A醫(yī)藥公司的M產(chǎn)品市場(chǎng)增長(zhǎng)率開(kāi)始走低。A醫(yī)藥公司如何把握時(shí)代發(fā)展的脈搏,采取適應(yīng)當(dāng)下時(shí)勢(shì)的營(yíng)銷(xiāo)策略,不斷優(yōu)化運(yùn)營(yíng)能力,努力爭(zhēng)取在十三五的醫(yī)療改革浪潮中激流勇進(jìn),使M產(chǎn)品合規(guī)銷(xiāo)售穩(wěn)步有序向前推進(jìn),并牢牢占據(jù)市場(chǎng)領(lǐng)先地位,是A醫(yī)藥公司長(zhǎng)期可持續(xù)發(fā)展的重大課題。本文第一章主要論述了研究背景和研究意義,國(guó)內(nèi)外研究綜述和研究思路和論文的組成結(jié)構(gòu)。本文第二章論述了國(guó)內(nèi)外營(yíng)銷(xiāo)組合理論,國(guó)外處方藥的營(yíng)銷(xiāo)方式探析和國(guó)內(nèi)處方藥營(yíng)銷(xiāo)的現(xiàn)狀和趨勢(shì)。本文第三章主要論述了醫(yī)藥行業(yè)當(dāng)前的發(fā)展現(xiàn)狀和發(fā)展趨勢(shì),通過(guò)論述自2012年以來(lái)至2017年3月間醫(yī)藥行業(yè)的大事件,深入分析新一輪醫(yī)療改革對(duì)當(dāng)前醫(yī)藥企業(yè)的深遠(yuǎn)影響,并論述了新醫(yī)改下醫(yī)藥企業(yè)營(yíng)銷(xiāo)思路的轉(zhuǎn)變方向。本文第四章論述了A醫(yī)藥公司的背景,M產(chǎn)品的具體背景信息和M產(chǎn)品的銷(xiāo)售發(fā)展歷程。本文第五章通過(guò)PEST分析法分析A醫(yī)藥公司的外部營(yíng)銷(xiāo)環(huán)境,通過(guò)SWOT分析法分析M產(chǎn)品的現(xiàn)狀,展現(xiàn)醫(yī)藥公司的現(xiàn)有的營(yíng)銷(xiāo)體系和營(yíng)銷(xiāo)策略方面存在的主要問(wèn)題。通過(guò)上述分析,以4Ps理論為指導(dǎo),提出A公司M產(chǎn)品關(guān)于產(chǎn)品,價(jià)格,渠道,促銷(xiāo)等方面營(yíng)銷(xiāo)改進(jìn)策略及為實(shí)現(xiàn)上述營(yíng)銷(xiāo)策略實(shí)施的保障措施,為A公司長(zhǎng)期可持續(xù)發(fā)展提供建議。第六章是對(duì)全文內(nèi)容的總結(jié),并提出展望。
[Abstract]:Company A exclusively introduced German pure plant medicine M product, which filled the blank of domestic clinical application of oral medicine in the treatment of venous system diseases at that time. The high-quality therapeutic effect of M product quickly got the favor of patients with lower extremity venous disease. It has become a long-term oral medication for patients with venous diseases of the lower extremities. After more than 20 years of market development, the annual sales of M products have exceeded 800 million yuan, forward to 1 billion yuan, 2 billion yuan. With the impact of "limited party" and "price reduction" brought about by the new national health care reform, since 2014, the market growth rate of M products of A Pharmaceutical Company has begun to decline. How A Pharmaceutical Company grasps the pulse of the development of the times? Adopt the marketing strategy that adapts to the current situation, continuously optimize the operation ability, strive to advance bravely in the health care reform wave of the 13th five-year Plan, so that M product compliance sales advance steadily and orderly, and firmly occupy a leading position in the market. Is A pharmaceutical company long-term sustainable development of a major issue. The first chapter of this paper mainly discusses the research background and significance, domestic and foreign research review and research ideas and the composition of the paper. The second chapter discusses the marketing combination theory at home and abroad, the marketing mode of prescription drugs abroad and the current situation and trend of domestic prescription drugs marketing. The third chapter of this paper mainly discusses the current development situation and development trend of the pharmaceutical industry. By discussing the major events in the pharmaceutical industry from 2012 to March 2017, the paper deeply analyzes the far-reaching impact of the new round of medical reform on the current pharmaceutical enterprises. It also discusses the changing direction of marketing thinking of pharmaceutical enterprises under the new medical reform. The fourth chapter of this paper discusses the background of A pharmaceutical company, the specific background information of M products and the sales development of M products. In the fifth chapter, the external marketing environment of A pharmaceutical company is analyzed by PEST analysis method, and the current situation of M product is analyzed by SWOT analysis method, which shows the main problems existing in the existing marketing system and marketing strategy of pharmaceutical company. Through the above-mentioned analysis, guided by 4Ps theory, this paper puts forward the marketing improvement strategy of product, price, channel, promotion and other aspects of product, price, channel, promotion and so on, and puts forward the safeguard measures to realize the above-mentioned marketing strategy. To provide advice for the long-term sustainable development of Company A. The sixth chapter is the summary of the full text content, and puts forward the prospect.
【學(xué)位授予單位】：青島科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.72

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