本文選題：營(yíng)銷(xiāo)策略　切入點(diǎn)：制藥公司　出處：《云南大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：醫(yī)藥產(chǎn)業(yè)被稱(chēng)為永遠(yuǎn)的朝陽(yáng)產(chǎn)業(yè)。據(jù)統(tǒng)計(jì),2003至2012年近10年間全球藥品市場(chǎng)的銷(xiāo)售額保持10%左右的年均增長(zhǎng)率,遠(yuǎn)遠(yuǎn)高于世界經(jīng)濟(jì)的增長(zhǎng)率。2012年,我國(guó)已經(jīng)成為全球第六大藥品市場(chǎng).預(yù)計(jì)2020年我國(guó)將成為全球第二大醫(yī)藥市場(chǎng),僅次于美國(guó).市場(chǎng)容量將達(dá)2000多億美元。 Z藥是A藥業(yè)自主研發(fā)的二類(lèi)新藥,自1989年正式在國(guó)內(nèi)上市開(kāi)始。該藥對(duì)于防治心絞痛、冠心病、心肌缺血、心律失常等均有顯著療效�？梢哉f(shuō)是目前治療心腦血管疾病的藥品中的強(qiáng)勢(shì)品牌。到2010年,年銷(xiāo)售額已達(dá)6.1億元。然而,由于藥品行業(yè)中新競(jìng)爭(zhēng)企業(yè)的不斷進(jìn)入,而不同的藥品企業(yè)間所生產(chǎn)的產(chǎn)品較為類(lèi)似,產(chǎn)品的相互替代程度高,使得藥品行業(yè)企業(yè)間在產(chǎn)品的價(jià)格上逐步展開(kāi)了激烈的戰(zhàn)爭(zhēng)。加之,隨著Z藥在經(jīng)歷了市場(chǎng)開(kāi)發(fā)、快速的市場(chǎng)增長(zhǎng)期后,現(xiàn)在步入了銷(xiāo)售的瓶頸時(shí)期。因此,A公司如何在心腦血管藥品市場(chǎng)的競(jìng)爭(zhēng)中,通過(guò)開(kāi)拓進(jìn)取、改良市場(chǎng)營(yíng)銷(xiāo)策略,調(diào)整競(jìng)爭(zhēng)手段,使Z藥這一心腦血管類(lèi)中成藥強(qiáng)勢(shì)品牌的銷(xiāo)售額再次實(shí)現(xiàn)新一輪的飛躍,市場(chǎng)份額保持長(zhǎng)期的穩(wěn)定性,是本文研究的主要目的和要解決的主要問(wèn)題。作者通過(guò)對(duì)市場(chǎng)營(yíng)銷(xiāo)的SWOT理論、PEST理論等相關(guān)理論的研究與應(yīng)用,試圖對(duì)Z藥當(dāng)前的市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行調(diào)整,來(lái)進(jìn)一步增強(qiáng)A集團(tuán)公司的競(jìng)爭(zhēng)力。研究力求以新的營(yíng)銷(xiāo)策略來(lái)擴(kuò)大Z藥的市場(chǎng)份額。同時(shí),通過(guò)對(duì)相關(guān)理論成果的研究和應(yīng)用,對(duì)企業(yè)的顧客需求進(jìn)行準(zhǔn)確定位,從而幫助企業(yè)提高顧客的忠誠(chéng)度,提升Z藥的核心競(jìng)爭(zhēng)力。
[Abstract]:The pharmaceutical industry is called the sunrise industry forever. According to statistics, the average annual growth rate of the global drug market during the past 10 years from 2003 to 2012 is about 10%, which is far higher than the growth rate of the world economy. China has become the world's 6th largest drug market. In 2020, China is expected to become the world's second largest pharmaceutical market, after the United States. The market capacity will reach more than 200 billion US dollars. Drug Z is a class II new drug developed independently by the pharmaceutical industry A, which has been on the domestic market since 1989. It has been used to prevent and treat angina pectoris, coronary heart disease and myocardial ischemia. Arrhythmia and so on have remarkable curative effect. It can be said to be a strong brand in the medicine of treating cardiovascular and cerebrovascular diseases at present. By 2010, the annual sales had reached 610 million yuan. However, due to the continuous entry of new competitive enterprises in the pharmaceutical industry, However, the products produced by different pharmaceutical enterprises are more similar, and the products have a high degree of substitution, which has led to a fierce war on the price of products among enterprises in the pharmaceutical industry. In addition, with the development of Z drugs in the market, After the rapid market growth period, we are now entering the bottleneck period of sales. Therefore, how to improve the marketing strategy and adjust the competitive means in the competition of cardiovascular and cerebrovascular medicine market through pioneering and enterprising, Make Z medicine, a strong brand of cardio-cerebrovascular Chinese patent medicine, once again achieve a new round of sales leap, market share to maintain long-term stability, Through the research and application of SWOT theory and pest theory, the author tries to adjust the current marketing strategy of Z drug. To further enhance the competitiveness of Group A. the research seeks to expand the market share of Z drugs with new marketing strategies. At the same time, through the research and application of related theoretical results, the customer needs of enterprises are accurately positioned. In order to help enterprises improve customer loyalty, improve Z-drug core competitiveness.
【學(xué)位授予單位】：云南大學(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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