本文選題：YH藥業(yè)　切入點(diǎn)：“百佳利”產(chǎn)品　出處：《昆明理工大學(xué)》2015年碩士論文

【摘要】：目前,我國(guó)的兒童補(bǔ)鈣市場(chǎng)有著巨大的市場(chǎng)份額,截止2013年年底,中國(guó)的兒童補(bǔ)鈣產(chǎn)品的市場(chǎng)容量約為20億元。當(dāng)前兒童補(bǔ)鈣產(chǎn)品從產(chǎn)品成分看主要分為有機(jī)鈣、無(wú)機(jī)鈣、小顆粒鈣三類。在國(guó)內(nèi)生產(chǎn)兒童補(bǔ)鈣產(chǎn)品的廠家有數(shù)十家,市場(chǎng)競(jìng)爭(zhēng)較為激烈。其中兒童補(bǔ)鈣類主流產(chǎn)品主要集中在碳酸鈣類別,因其產(chǎn)品原材料技術(shù)要求低、利潤(rùn)空間大。代表產(chǎn)品有惠氏制藥的鈣爾奇小添佳及百洋藥業(yè)的迪巧鈣,這兩家產(chǎn)品都屬于進(jìn)入市場(chǎng)較早,有較強(qiáng)的品牌背書,通過(guò)長(zhǎng)期的促銷宣傳和客戶積累,無(wú)論是品牌知名度還是消費(fèi)市場(chǎng)教育和口碑都有一定的基礎(chǔ)。百佳利小兒四維葡鈣片是YH藥業(yè)在2014年的戰(zhàn)略產(chǎn)品之一,于2014年4月正式推出進(jìn)入市場(chǎng)。生產(chǎn)企業(yè)YH制藥有70年歷史,自1986年國(guó)家藥政部門對(duì)藥品質(zhì)量實(shí)行嚴(yán)格抽檢,其產(chǎn)品抽檢合格率連續(xù)保持100%。另外公司是國(guó)內(nèi)首家通過(guò)ISO9001、ISO14001、ISO10012三項(xiàng)認(rèn)證的醫(yī)藥企業(yè),2011年YH制藥口服固體制劑車間獲得歐盟認(rèn)證,2013年制劑出口歐盟近4億片。百佳利是YH制藥2014年新創(chuàng)設(shè)的兒童藥品牌,是YH制藥近年來(lái)的重大戰(zhàn)略舉措之一。文章的結(jié)構(gòu)由七個(gè)部分組成,第一個(gè)部分也就是文章的第一章,在這一章主要是文章的緒論,緒論中包含了該課題的研究背景,選題的框架以及研究思路,其中也具體闡述了研究該課題的具體意義。文章的第二章具體闡述了該選題的理論支撐點(diǎn)和相關(guān)概念的定義,文章需要運(yùn)用到的理論觀點(diǎn)有促銷策略、目標(biāo)營(yíng)銷策略,并對(duì)這些理論和營(yíng)銷環(huán)境進(jìn)行分析,為論文后面百佳利促銷策略組合的構(gòu)建提供理論基礎(chǔ)；第三章,主要是對(duì)國(guó)內(nèi)外兒童補(bǔ)鈣藥品市場(chǎng)的現(xiàn)狀和發(fā)展趨勢(shì)進(jìn)行分析；第四章,分析百佳利的促銷現(xiàn)狀及面臨的問(wèn)題,找到其面臨的問(wèn)題及挑戰(zhàn)；第五章,在這一章節(jié)中主要運(yùn)用SWOT分析法,根據(jù)這個(gè)分析法對(duì)百佳利所處的市場(chǎng)情況進(jìn)行分析,百佳利所處的市場(chǎng)環(huán)境包括宏觀環(huán)境、微觀環(huán)境以及主要競(jìng)爭(zhēng)對(duì)手及其促銷策略分析、找出百佳利的競(jìng)爭(zhēng)優(yōu)勢(shì)。第六章、運(yùn)用STP理論,對(duì)百佳利進(jìn)行目標(biāo)市場(chǎng)定位,根據(jù)目標(biāo)市場(chǎng)定位,選擇促銷策略組合,并對(duì)促銷效果進(jìn)行評(píng)價(jià),最后第七章是本文的結(jié)論部分。
[Abstract]:At present, China's children's calcium supplement market has a huge market share. By the end of 2013, the market capacity of children's calcium supplementation products in China was about 2 billion yuan. At present, children's calcium supplementation products are mainly divided into organic calcium and inorganic calcium in terms of product composition. There are dozens of manufacturers producing children's calcium supplement products in China, and the market competition is fierce. Among them, the mainstream products of children's calcium supplementation category are mainly concentrated in the calcium carbonate category because of the low technical requirements of raw materials for their products. Big profit margin. Represents the products of Wyeth Pharmaceutical's Calcium small Tim Jia and Baiyang Pharmaceutical Co., Ltd., these two products belong to the market early, have a strong brand endorsement, through long-term promotion and customer accumulation, Both brand awareness and consumer market education and word of mouth have a certain foundation. Baijia Peer Siwei calcium tablets is one of YH's strategic products in 2014. YH Pharmaceutical Company has a history of 70 years. Since 1986, the State Drug Administration has carried out strict sampling inspection on the quality of drugs. In addition, the company is the first pharmaceutical enterprise in China to pass ISO9001O14001O10012 certification. In 2011, YH pharmaceutical oral solid preparation workshop was certified by the European Union. In 2013, nearly 400 million formulations were exported to the EU. YH Pharmaceutical's new children's drug brand in 2014, The structure of the article is composed of seven parts, the first part is the first chapter, this chapter is mainly the introduction of the article, the introduction contains the research background of this topic. The framework of the topic and the research ideas, including the specific significance of the study. The second chapter of the article describes the theoretical support of the topic and the definition of related concepts. The theoretical viewpoints need to be applied in this paper are promotion strategy, target marketing strategy, and the analysis of these theories and marketing environment. It mainly analyzes the current situation and development trend of children's calcium supplement medicine market at home and abroad; the fourth chapter, analyzes the promotion status and the problems faced by Parkley, and finds out the problems and challenges it faces; chapter five, In this chapter, we mainly use SWOT analysis method, according to this analysis method to analyze the market situation of Parkley, the market environment includes macro environment, micro environment, main competitors and their promotion strategy analysis. The sixth chapter uses STP theory to locate the target market, according to the target market position, selects the promotion strategy combination, and carries on the appraisal to the promotion effect. The seventh chapter is the conclusion part of this paper.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.72

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本文編號(hào)：1666039