本文選題：抗腫瘤藥品　切入點：濱春制藥　出處：《吉林大學》2013年碩士論文

【摘要】：醫(yī)藥行業(yè)被譽為“朝陽產(chǎn)業(yè)”，從我國實施改革開放以來，它保持了很高的發(fā)展速度。隨著我國癌癥患者數(shù)量的不斷增多，抗腫瘤藥物市場呈現(xiàn)出膨脹的狀態(tài)。市場的膨脹造成了新競爭者的進入，同時國外資本也開始進入抗腫瘤藥物市場，國外醫(yī)藥巨頭利用自己強大的資金實力和研發(fā)能力逐步占領我國市場，并進一步加劇了市場的競爭程度。 濱春制藥股份有限公司（濱春制藥）是我國一家集藥品研發(fā)、生產(chǎn)、銷售為一體的國家重點高新技術醫(yī)藥集團，其產(chǎn)品“沂迪Ⅰ”和“沂迪Ⅱ”是治療非小細胞肺癌和乳腺癌的藥物，目前在國內(nèi)市場占據(jù)主導地位。本文運用營銷方面的知識，結(jié)合我們醫(yī)藥行業(yè)當下改革的大背景，通過對宏觀的政治、經(jīng)濟、社會、技術分析，認為我國目前醫(yī)藥行業(yè)處于改革的大環(huán)境，經(jīng)濟發(fā)展迅速人民收入水平不斷提高，人口老齡化進程加速，醫(yī)藥技術發(fā)展迅速等特點，，并最終判斷出目前醫(yī)藥行業(yè)市場需求潛力大競爭逐漸加劇的判斷。同時，在對抗腫瘤醫(yī)藥市場現(xiàn)狀進行分析的基礎上運SWOT方法，從優(yōu)勢（濱春制藥研發(fā)能力居國內(nèi)企業(yè)前列、營銷網(wǎng)絡覆蓋面廣）、劣勢（與國外企業(yè)比實力差距大等）、機會（城鎮(zhèn)化推廣、人口老齡化、癌癥發(fā)病率提高等）以及威脅（市場重組和兼并風險、資金供給風險、外資企業(yè)涌入風險）四個方面對產(chǎn)品進行定位。目標市場方面，企業(yè)應該以專業(yè)類腫瘤醫(yī)院和二級甲等及以上綜合類醫(yī)院為主戰(zhàn)場，同時投入開發(fā)二級甲等以下綜合類醫(yī)院、藥店、以及海外市場，這類市場具有患者集中，市場需求量大以及潛力巨大的特點。結(jié)合企業(yè)產(chǎn)品自身的特點并與其他競爭產(chǎn)品進行比較，將產(chǎn)品定位為性價比最好的抗代謝類抗腫瘤藥物。為了保證“沂迪Ⅰ”和“沂迪Ⅱ”營銷戰(zhàn)略的實施，本文建議從建設品牌效應，設立介于國內(nèi)普通產(chǎn)品和國外競爭產(chǎn)品的定價，建立發(fā)展新型的代理模式然后逐步向自主銷售模式轉(zhuǎn)變的營銷渠道，從人員、學術、廣告和公關促銷四個方面對產(chǎn)品實施全面營銷戰(zhàn)略。為了保障營銷策略的實施，本文建議從企業(yè)文化建設，營銷網(wǎng)絡建設，改善藥品保障安全，加強輔導機構(gòu)建設四個方面進行企業(yè)的結(jié)構(gòu)的完善。
[Abstract]:The pharmaceutical industry is known as "sunrise industry", since the implementation of China's reform and opening up, it has maintained a high growth rate. As the number of cancer patients in our country is increasing, anti tumor drugs market shows the expansion of the state. The market expansion caused the entry of a new competitor, while foreign capital also began to enter the anti cancer drug market, foreign pharmaceutical giants with their strong financial strength and R & D capability gradually occupied the market of our country, and further exacerbated the degree of competition in the market.
Binchun pharmaceutical Limited by Share Ltd (binchun pharmaceutical) in China is a pharmaceutical research and development, production, sales as one of the national key high-tech pharmaceutical group, its products "Yi Di 1" and "Yi Di II" is a drug for the treatment of non-small cell lung cancer and breast cancer, currently occupy the leading position in the domestic market. In this paper, using the marketing knowledge, combined with the background of the current reform in our pharmaceutical industry, based on the macro political, economic, social, technical analysis, that China's current pharmaceutical industry in the reform of the environment, rapid economic development and constantly improve the level of people's income, the population aging process accelerated, the development of medical technology and rapid characteristics. And finally determine the current pharmaceutical industry market demand potential competition judgment. At the same time, based on the analysis of the current situation in tumor medicine market against the SWOT method, from the advantage (binchun Pharmaceutical R & D capacity in front of domestic enterprises, marketing network coverage), weakness (with foreign enterprises than the strength gap etc.), opportunities (promotion of urbanization, population aging, the incidence of cancer increased) and the threat (market restructuring and merger risk, fund risk, risk of foreign companies into four aspects) the localization of products. The target market, enterprises should be based on professional cancer hospital and the two grade and above comprehensive hospitals as the main battlefield, at the same time in the development of two grade comprehensive hospital following, pharmacies, and overseas markets, the market has a large market demand were concentrated, and the enormous potential characteristics. Combined with the characteristics of the enterprise product itself and other competitive products are compared, product positioning is the best cost-effective antimetabolite. In order to ensure the "Yi Di 1" and "Yi Di II" marketing strategy The implementation of the recommendations from the construction of the brand, set up between the domestic and foreign common products competitive product pricing, develop new agent model and then gradually transition to independent sales model of marketing channel, from personnel, academic, advertising and public relations promotion four aspects of the implementation of a comprehensive marketing strategy for products in order to ensure the implementation of marketing strategies. This paper, from the construction of enterprise culture, marketing network construction, improve drug safety, strengthen the construction of the four aspects of counseling agencies improve the enterprise structure.

【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.72

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