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  本文關(guān)鍵詞：拜阿司匹靈的營銷策略研究　出處：《昆明理工大學》2013年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 拜耳 拜阿司匹靈 競爭力 市場營銷

【摘要】：隨著我國國民經(jīng)濟的快速發(fā)展,人民生活水平的不斷提高,一些危害人民健康的疾病發(fā)病率也隨之增高,其中心腦血管疾病發(fā)病率的上升尤顯突出,心肌梗塞、腦梗塞都是目前臨床上致死率、致殘率最高的疾病,而這些惡性疾病的發(fā)生發(fā)展都與血栓的形成有直接的關(guān)系。 隨著臨床上對抗血栓藥物的需求增加,抗栓藥物已成為全球藥物開發(fā)的熱門,不同品牌的抗栓藥物不斷涌現(xiàn)。拜阿司匹靈作為心腦血管預防第一領(lǐng)導品牌的抗栓藥物,面臨著巨大的市場競爭壓力。如何制定出符合市場環(huán)境和產(chǎn)品優(yōu)勢的營銷策略,提升競爭力,為企業(yè)的長期發(fā)展戰(zhàn)略奠定堅實的經(jīng)濟基礎(chǔ),在激烈競爭中保持并取得更有利地位,采取什么樣的市場營銷策略是本文研究的重點。 本研究以市場營銷STP理論、4P和4C理論為基本分析方法,對拜阿司匹靈市場進行了細分,在市場細分的基礎(chǔ)上,確定拜阿司匹靈的目標市場,并根據(jù)目標市場重新給予了市場定位,從而構(gòu)建了新的營銷渠道、促銷策略等；運用SWOT分析法,對拜阿司匹靈當前的內(nèi)、外部環(huán)境進行剖析,分析出拜阿司匹靈的優(yōu)勢和劣勢、在市場上面臨的機會與威脅,明確了拜阿司匹靈最有威脅的遠(氯吡格雷)、近(國產(chǎn)阿司匹林片)類競爭產(chǎn)品,針對競品分析找出在拜阿司匹靈在營銷方面存在的關(guān)鍵問題,結(jié)合拜阿司匹靈的產(chǎn)品特點以及中國醫(yī)藥市場推廣模式,并結(jié)合相關(guān)的營銷理論,認為拜阿司匹靈需要進一步鞏固拜阿司匹靈原研產(chǎn)品百年品牌、推廣其高品質(zhì)的精確腸溶工藝、結(jié)合消費群體不同推廣不同劑量和規(guī)格、拓寬銷售渠道以達到更廣闊的市場覆蓋,從而進一步增強拜阿司匹靈在抗栓領(lǐng)域的競爭力。 本文是在理論聯(lián)系實際的基礎(chǔ)上,結(jié)合多種方法和途徑搜集到了大量的市場營銷資料和內(nèi)部市場信息,運用案例分析法、比較說明法、圖表法、抽樣調(diào)查法、數(shù)據(jù)統(tǒng)計法等多種方法,從中國醫(yī)藥市場營銷的實踐中提出問題,再分析存在的問題,最后提出解決問題的方案和建議。
[Abstract]:With the rapid development of our national economy, the improvement of people's life, some harm to people's health, disease incidence rate also increased, the increased incidence of cardiovascular and cerebrovascular diseases was particularly prominent, myocardial infarction, cerebral infarction is currently in clinical disease caused by the highest mortality rate, disability rate, and the occurrence and development of these malignant disease and thrombosis have a direct relationship.
Along with the medicine against thrombus increased demand for antithrombotic drugs has become a hot global drug development, different brands of antithrombotic drugs are emerging antithrombotic drugs for treatment. A spirit for cardiovascular prevention first leading brand, facing the tremendous pressure of market competition. How to develop the market environment and product advantages marketing strategy, enhance competitiveness, to lay a solid economic foundation for the long-term development strategy of the enterprise, in the fierce competition to maintain and obtain a more favorable position, take what kind of marketing tactics is the focus of this paper.
Based on the marketing theory of STP, 4P and 4C theory as the basic analysis method of Bayaspirin market segmentation, on the basis of market segmentation, to determine the Bayaspirin target market, and according to the target market to give the market positioning, in order to build a new marketing channel, promotion strategy etc.; using SWOT analysis method, on Bayaspirin current, analyze the external environment, analyze the Bayaspirin advantages and disadvantages, facing the market opportunities and threats, the most threatening Bayaspirin far (clopidogrel Gray), close (domestic Aspirin Tablets competition) according to the analysis of products, competitive products to identify key issues in Bayaspirin in marketing exist, combined with Bayaspirin product characteristics and Chinese medicine marketing mode, and combined with the related marketing theory, think Bayaspirin need further Consolidate Bayaspirin original products hundred years of brand, promote its high-quality precise enteric technology, combined with the promotion of different consumer groups in different dosage and specifications, expand sales channels to achieve a more broad market coverage, to further improve the Bayaspirin on antithrombotic field of competitiveness.
This paper is based on the theory and practice, combined with a variety of methods and approaches of collected large amounts of marketing information and internal market information, using case analysis method, comparison method, chart method, sampling survey method, data statistics method, put forward the question from the practice Chinese of pharmaceutical marketing, and analysis the existing problems, finally puts forward solutions and suggestions.

【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.72

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