本文選題：市場(chǎng)競(jìng)爭(zhēng) + 戰(zhàn)略管理　； 參考：《廣西師范大學(xué)》2013年碩士論文

【摘要】：糖尿病目前已經(jīng)成為了全球一個(gè)嚴(yán)重的公共衛(wèi)生問題,每年死于糖尿病的人數(shù)遠(yuǎn)遠(yuǎn)高于死于艾滋病的人數(shù),它已經(jīng)成為發(fā)達(dá)國(guó)家繼心血管病和腫瘤之后的第三大非傳染性疾病,嚴(yán)重威脅著人們的身體健康和正常的生產(chǎn)、生活勞動(dòng)。而我國(guó)的糖尿病患者人數(shù)已經(jīng)超越印度,躍居全球第一位(9240萬(wàn)),糖尿病前期患者也將近1.83億人。據(jù)衛(wèi)生部公布的調(diào)查結(jié)果顯示,中國(guó)每天新增3000多例糖尿病患者,每年大約新增120萬(wàn)例糖尿病患者。面對(duì)如此龐大的糖尿病及潛在人群,糖尿病用藥市場(chǎng)規(guī)模勢(shì)必快速增大。隨之而來(lái)的便是眾多國(guó)內(nèi)外制藥企業(yè)爭(zhēng)搶占該疾病領(lǐng)域的市場(chǎng),市場(chǎng)競(jìng)爭(zhēng)也會(huì)因此越發(fā)激烈。制定完善、合理的市場(chǎng)營(yíng)銷策略是決定企業(yè)發(fā)展和市場(chǎng)競(jìng)爭(zhēng)中的關(guān)鍵性因素。 本文研究對(duì)象“安立澤”正是在上述背景下,由阿斯利康(以下簡(jiǎn)稱AZ公司)與百時(shí)施貴寶聯(lián)合推出的新型降糖類藥物。為了提高安立澤產(chǎn)品在糖尿病領(lǐng)域的知名度,通過(guò)市場(chǎng)分析,制定出贏得市場(chǎng)的營(yíng)銷策略,并跟蹤監(jiān)察,從而實(shí)現(xiàn)公司對(duì)該產(chǎn)品的預(yù)期(指標(biāo)和市場(chǎng)份額),使得阿斯利康公司借助該產(chǎn)品在糖尿病領(lǐng)域成為成長(zhǎng)最快的公司之一。本文擬通過(guò)對(duì)安立澤產(chǎn)品市場(chǎng)營(yíng)銷進(jìn)行了深入分析和全面研究,首先分析目前“安立澤”市場(chǎng)營(yíng)銷所面臨的問題,接著利用PEST分析方法、五力模型和4P理論,對(duì)“安立澤”的行業(yè)宏觀和微觀環(huán)境進(jìn)行分析,通過(guò)SWOT分析來(lái)識(shí)別“安立澤”的優(yōu)劣勢(shì),從而抓住機(jī)遇,發(fā)揮優(yōu)勢(shì),規(guī)避風(fēng)險(xiǎn),并以此確定制定“安立澤”產(chǎn)品的市場(chǎng)定位,制定市場(chǎng)策略方案。最后,提出如下安立澤產(chǎn)品的市場(chǎng)營(yíng)銷策略保證實(shí)施：組建一流市場(chǎng)營(yíng)銷團(tuán)隊(duì),打造積極向上的企業(yè)文化氛圍,定期進(jìn)行市場(chǎng)調(diào)研和反饋,建立有影響力的學(xué)術(shù)平臺(tái),以期望在競(jìng)爭(zhēng)日益激烈的市場(chǎng)競(jìng)爭(zhēng)大環(huán)境下,能夠幫助企業(yè)改善企業(yè)營(yíng)銷水平、提高市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:Diabetes has become a serious public health problem around the world, and it has become the third largest non-communicable disease in developed countries after cardiovascular disease and cancer, with far more people dying of diabetes than AIDS each year. A serious threat to people's health and normal production, life and labor. The number of diabetes patients in China has surpassed that in India, ranking first in the world (92.4 million and nearly 183 million). According to the findings released by the Ministry of Health, China has more than 3000 new cases of diabetes every day and about 1.2 million new cases of diabetes each year. In the face of such a large number of diabetes and potential population, the scale of diabetes drug market is bound to grow rapidly. As a result, many domestic and foreign pharmaceutical companies scramble to occupy the disease market, and the market competition will become more and more fierce. Making perfect and reasonable marketing strategy is the key factor in enterprise development and market competition. Under the above background, AstraZeneca (AZ Company) and Bristol-Myers Squibb developed a new hypoglycemic drug. In order to improve the popularity of Amritzer products in the field of diabetes, through market analysis, the marketing strategy to win the market, and tracking monitoring, This makes AstraZeneca one of the fastest-growing companies in the diabetes industry by meeting its expectations (indicators and market share). In this paper, through the in-depth analysis and comprehensive research on the marketing of Anlitzer's products, the author first analyzes the problems faced by Anlitzer's marketing, then uses the PEST analysis method, the five-force model and the 4P theory. This paper analyzes the macro and micro environment of "Enlize" industry, identifies the advantages and disadvantages of "Anlitzer" by SWOT analysis, so as to seize the opportunity, give full play to its advantages and avoid risks, and then determine the market positioning of the "Anlitzer" product. Make the marketing strategy plan. Finally, the following marketing strategies of Amlize products are put forward: to set up a first-class marketing team, to create a positive corporate culture atmosphere, to conduct market research and feedback regularly, and to establish an influential academic platform. In order to improve the marketing level and enhance the market competitiveness of enterprises, it is expected that under the increasingly competitive market environment, it can help enterprises to improve their marketing level.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.72

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