本文選題：藥業(yè)產(chǎn)品　切入點(diǎn)：營(yíng)銷(xiāo)問(wèn)題　出處：《湖南農(nóng)業(yè)大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近些年來(lái),伴隨著我國(guó)城市化、工業(yè)化進(jìn)程的不斷加快,人們反而更加期待回歸自然。中藥是我國(guó)祖先們發(fā)現(xiàn)并創(chuàng)造的民族瑰寶,主要來(lái)源于自然界,包括植物、動(dòng)物和礦物,是天然性藥物資源,加之其在預(yù)防和治療慢性病以及疑難雜癥等方面有比較好的效果,而且毒副作用小,成本比較低廉,這是化學(xué)藥物無(wú)法做到的,因此,這類(lèi)“天然藥物”越來(lái)越受到世界各地消費(fèi)者的關(guān)注。 湘南藥業(yè)有限公司位于湖南省衡陽(yáng)市,主要從事優(yōu)質(zhì)中藥材種苗培育、中藥材種植、中藥飲片加工等。公司產(chǎn)品遠(yuǎn)銷(xiāo)全國(guó)各地以及東南亞、歐洲、韓國(guó)等。本人在閱讀大量的國(guó)內(nèi)外關(guān)于藥品市場(chǎng)營(yíng)銷(xiāo)策略的相關(guān)文獻(xiàn)的基礎(chǔ)上,分析了湘南藥業(yè)有限公司的市場(chǎng)營(yíng)銷(xiāo)內(nèi)外部環(huán)境,并運(yùn)用SWOT分析法進(jìn)一步分析了公司的優(yōu)勢(shì)與劣勢(shì)、威脅與機(jī)會(huì)。通過(guò)市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇明確了市場(chǎng)定位,制定了湘南藥業(yè)有限公司的市場(chǎng)營(yíng)銷(xiāo)策略。湘南藥業(yè)要想獲得較好的發(fā)展,必須提高產(chǎn)品的質(zhì)量,努力改進(jìn)產(chǎn)品的生產(chǎn)工藝,建立特色生態(tài)種植園,提高產(chǎn)品的綠色標(biāo)準(zhǔn),以提高產(chǎn)品在國(guó)際上的競(jìng)爭(zhēng)力。湘南藥業(yè)在目標(biāo)客戶(hù)群以及目標(biāo)銷(xiāo)售市場(chǎng)的選擇上,應(yīng)該定位在中老年市場(chǎng)、國(guó)內(nèi)的縣級(jí)、鄉(xiāng)級(jí)市場(chǎng)等醫(yī)藥資源比較欠缺的地區(qū),積極擴(kuò)寬產(chǎn)品的銷(xiāo)售渠道,以獲得更大的經(jīng)濟(jì)效益。另外湘南藥業(yè)要想獲得良好的銷(xiāo)售業(yè)績(jī),除了提高產(chǎn)品的質(zhì)量之外,對(duì)銷(xiāo)售人員的選擇和培訓(xùn)也是至關(guān)重要的。湘南藥業(yè)應(yīng)該選擇一批藥學(xué)專(zhuān)業(yè)和營(yíng)銷(xiāo)學(xué)專(zhuān)業(yè)的畢業(yè)生作為營(yíng)銷(xiāo)人才進(jìn)行培養(yǎng),積極進(jìn)行培訓(xùn),提高營(yíng)銷(xiāo)團(tuán)隊(duì)的整體素質(zhì)。
[Abstract]:In recent years, with China's urbanization and accelerating industrialization, people are looking forward to returning to nature. Traditional Chinese medicine is a national treasure discovered and created by our ancestors, mainly from nature, including plants, animals and minerals. Is a natural drug resource, plus it has better results in the prevention and treatment of chronic diseases and difficult and complex diseases, and has less toxic side effects and lower costs. This is something that chemical drugs cannot do, so, This kind of "natural medicine" has attracted more and more attention from consumers all over the world. Xiangnan Pharmaceutical Co., Ltd. is located in Hengyang City, Hunan Province, mainly engaged in the cultivation of high-quality Chinese medicinal plants, the cultivation of Chinese medicinal materials, the processing of Chinese medicine pieces, etc. The products of the company are exported to all parts of the country and Southeast Asia, Europe, etc. On the basis of reading a large number of domestic and foreign literature on drug marketing strategy, I have analyzed the internal and external environment of Xiangnan Pharmaceutical Co., Ltd. Using SWOT analysis method, the paper further analyzes the advantages and disadvantages, threats and opportunities of the company. Through the market segmentation, the target market choice defines the market position. The marketing strategy of Xiangnan Pharmaceutical Co., Ltd. has been formulated. In order to achieve better development, Xiangnan Pharmaceutical Industry must improve the quality of products, strive to improve the production process of products, set up special ecological plantations, and raise the green standards of products. In order to improve the international competitiveness of the products, the pharmaceutical industry of southern Hunan should be positioned in areas with relatively lacking medical resources such as the middle-aged and elderly market, the county-level market, the township market, and so on, in the selection of the target customer base and the target sales market. We should actively broaden the sales channels of our products in order to achieve greater economic benefits. In addition, if the pharmaceutical industry in southern Hunan wants to achieve good sales performance, it will not only improve the quality of its products, but also improve the quality of its products. The selection and training of sales personnel is also very important. A group of graduates majoring in pharmacy and marketing should be selected as marketing talents to train actively and improve the overall quality of marketing team.
【學(xué)位授予單位】：湖南農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.72

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