本文選題：營銷策略　切入點：制藥公司　出處：《云南大學》2013年碩士論文　論文類型：學位論文

【摘要】：醫(yī)藥產(chǎn)業(yè)被稱為永遠的朝陽產(chǎn)業(yè)。據(jù)統(tǒng)計,2003至2012年近10年間全球藥品市場的銷售額保持10%左右的年均增長率,遠遠高于世界經(jīng)濟的增長率。2012年,我國已經(jīng)成為全球第六大藥品市場.預計2020年我國將成為全球第二大醫(yī)藥市場,僅次于美國.市場容量將達2000多億美元。 Z藥是A藥業(yè)自主研發(fā)的二類新藥,自1989年正式在國內(nèi)上市開始。該藥對于防治心絞痛、冠心病、心肌缺血、心律失常等均有顯著療效。可以說是目前治療心腦血管疾病的藥品中的強勢品牌。到2010年,年銷售額已達6.1億元。然而,由于藥品行業(yè)中新競爭企業(yè)的不斷進入,而不同的藥品企業(yè)間所生產(chǎn)的產(chǎn)品較為類似,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)品的價格上逐步展開了激烈的戰(zhàn)爭。加之,隨著Z藥在經(jīng)歷了市場開發(fā)、快速的市場增長期后,現(xiàn)在步入了銷售的瓶頸時期。因此,A公司如何在心腦血管藥品市場的競爭中,通過開拓進取、改良市場營銷策略,調整競爭手段,使Z藥這一心腦血管類中成藥強勢品牌的銷售額再次實現(xiàn)新一輪的飛躍,市場份額保持長期的穩(wěn)定性,是本文研究的主要目的和要解決的主要問題。作者通過對市場營銷的SWOT理論、PEST理論等相關理論的研究與應用,試圖對Z藥當前的市場營銷策略進行調整,來進一步增強A集團公司的競爭力。研究力求以新的營銷策略來擴大Z藥的市場份額。同時,通過對相關理論成果的研究和應用,對企業(yè)的顧客需求進行準確定位,從而幫助企業(yè)提高顧客的忠誠度,提升Z藥的核心競爭力。
[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.
【學位授予單位】：云南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.72

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