本文選題：藥業(yè)公司 + 營(yíng)銷戰(zhàn)略��； 參考：《華中科技大學(xué)》2013年碩士論文

【摘要】：我國(guó)畜牧業(yè)在進(jìn)入21世紀(jì)以來(lái)，步入了快速發(fā)展階段。同時(shí)獸藥行業(yè)進(jìn)入了快速的發(fā)展軌道，獸藥市場(chǎng)的競(jìng)爭(zhēng)也日益加劇，這樣就推動(dòng)企業(yè)在研發(fā)、生產(chǎn)及營(yíng)銷等方面的調(diào)整與轉(zhuǎn)變。 我國(guó)動(dòng)物藥品行業(yè)的目前狀況是：投入不大、基礎(chǔ)薄、建設(shè)規(guī)模小、生產(chǎn)水平低、研發(fā)投入少、產(chǎn)品科技含量低、產(chǎn)品以仿制為主，動(dòng)物藥品的競(jìng)爭(zhēng)日趨白熱化；同時(shí)獸藥的分銷渠道不規(guī)范，渠道經(jīng)銷商意識(shí)不足；動(dòng)物藥品企業(yè)的經(jīng)營(yíng)面臨重重困難與巨大挑戰(zhàn)，動(dòng)物藥品的市場(chǎng)營(yíng)銷渠道是當(dāng)前企業(yè)發(fā)展的核心營(yíng)銷戰(zhàn)略。當(dāng)前以民企或合資為主的生產(chǎn)經(jīng)營(yíng)者逐步成為動(dòng)物藥品業(yè)市場(chǎng)營(yíng)銷主導(dǎo)。本文以國(guó)內(nèi)外相關(guān)的市場(chǎng)營(yíng)銷理論為基礎(chǔ)，利用PEST分析法、五力競(jìng)爭(zhēng)模型等，使用SWOT矩陣分析法，剖析企業(yè)的優(yōu)勢(shì)和劣勢(shì)、機(jī)會(huì)和威脅，結(jié)合JH公司的資源和能力，，根據(jù)市場(chǎng)定位與市場(chǎng)細(xì)分理論來(lái)定位企業(yè)的目標(biāo)市場(chǎng)，最后制定出JH公司4Ps營(yíng)銷策略和實(shí)施對(duì)策。本文在對(duì)JH動(dòng)物藥業(yè)公司目前營(yíng)銷管理現(xiàn)狀進(jìn)行分析的基礎(chǔ)上，針對(duì)公司外部環(huán)境，特別是對(duì)西南地區(qū)同行的營(yíng)銷分析、比對(duì)，總結(jié)各企業(yè)特點(diǎn)，用于JH公司營(yíng)銷戰(zhàn)略的研究；通過(guò)對(duì)我國(guó)動(dòng)物藥品行業(yè)和JH公司現(xiàn)狀的分析，結(jié)合市場(chǎng)營(yíng)銷渠道的相關(guān)理論，根據(jù)JH公司營(yíng)銷發(fā)展戰(zhàn)略需要，提出并構(gòu)建了適合JH公司的營(yíng)銷渠道管理體系。本文理論與實(shí)際相結(jié)合，在當(dāng)前我國(guó)動(dòng)物藥品市場(chǎng)形勢(shì)不斷激變背景下，把戰(zhàn)略管理理論應(yīng)用于企業(yè)戰(zhàn)略實(shí)踐，對(duì)JH公司未來(lái)的穩(wěn)定和發(fā)展具有一定的指導(dǎo)意義。
[Abstract]:Since entering the 21 st century, animal husbandry in our country has stepped into the stage of rapid development. At the same time, the veterinary medicine industry has entered a rapid development track, and the competition in the veterinary medicine market is becoming increasingly fierce, which will promote the adjustment and transformation of enterprises in research and development, production and marketing. The current situation of animal medicine industry in China is as follows: the investment is small, the foundation is thin, the construction scale is small, the production level is low, the R & D investment is low, the product science and technology content is low, the product is mainly imitation, the competition of animal medicine is becoming more and more intense; At the same time, the distribution channels of veterinary drugs are not standardized, the channel distributors are not conscious enough, and the management of animal medicine enterprises is faced with many difficulties and great challenges. The marketing channel of animal drugs is the core marketing strategy of current enterprises. At present, private enterprises or joint-venture-oriented production operators gradually become the marketing leading animal medicine industry. Based on the relevant marketing theories at home and abroad, this paper analyzes the strengths and weaknesses of enterprises, opportunities and threats, and combines the resources and capabilities of JH Company with the PEST analysis method, the five-force competition model, and the SWOT matrix analysis method. According to the theory of market positioning and market segmentation, the target market of the enterprise is positioned. Finally, the 4Ps marketing strategy and implementation countermeasures of JH Company are worked out. Based on the analysis of the current marketing management situation of JH Animal Pharmaceutical Company, this paper compares and summarizes the characteristics of each enterprise and applies it to the study of JH Company's marketing strategy, aiming at the external environment of the company, especially the marketing analysis of the counterparts in Southwest China. Based on the analysis of the current situation of animal medicine industry and JH company in China and the relevant theories of marketing channel, and according to the needs of JH company's marketing development strategy, the paper puts forward and constructs a suitable marketing channel management system for JH company. This paper combines the theory with practice, under the background of the current situation of animal medicine market in our country, applies the strategic management theory to the enterprise strategic practice, which has certain guiding significance for the future stability and development of JH Company.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.72;F274

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