發(fā)布時間：2018-05-24 02:16

  本文選題：獸藥產(chǎn)品 + HGY公司��； 參考：《廣西大學(xué)》2013年碩士論文

【摘要】：近年來,隨著我國獸用右旋糖酐鐵注射液市場競爭日益白熱化,根據(jù)中國獸藥信息網(wǎng)統(tǒng)計,截止2011年12月,獸藥右旋糖酐注射液注冊企業(yè)439個,總注冊產(chǎn)品批準文號達701個。市場上生產(chǎn)獸用右旋糖酐鐵注射液企業(yè)眾多,產(chǎn)能嚴重過剩,產(chǎn)品同質(zhì)化程度嚴重,導(dǎo)致生產(chǎn)企業(yè)面臨價格戰(zhàn)、庫存壓力、資金周轉(zhuǎn)等突出問題。為了生存與發(fā)展,同行企業(yè)通過采取不同的營銷策略以應(yīng)對激烈的市場競爭。為了適應(yīng)激烈競爭的市場環(huán)境,需要深入分析目前的市場營銷策略中存在的問題,不斷完善市場營銷策略。HGY制定的營銷策略能否適應(yīng)市場競爭需要以及高效的運作能力已是企業(yè)生存與發(fā)展的重要保障。 本文以營銷相關(guān)理論為基礎(chǔ),以HGY獸藥產(chǎn)品經(jīng)營實際為背景,論文通過分析了HGY獸藥產(chǎn)品的外部競爭環(huán)境；HGY獸藥產(chǎn)品目前營銷現(xiàn)狀和營銷策略執(zhí)行的狀況,找出存在的問題及不足,在此基礎(chǔ)上主要依據(jù)4P理論研究并制定了產(chǎn)品、定價、渠道、促銷、品牌等策略相互結(jié)合的營銷策略。 希望通過本文的分析,找到適合HGY獸藥產(chǎn)品市場不斷發(fā)展的營銷策略,為HGY獸藥產(chǎn)品的營銷策略提出可操作性的建議,提高HGY獸藥產(chǎn)品的銷量和市場占有率,提高企業(yè)經(jīng)營效益。
[Abstract]:In recent years, with the increasingly fierce competition in the market of iron dextran injection for veterinary use in China, according to statistics of China Veterinary Drug Information Network, as of December 2011, there are 439 registered enterprises of dextran injection and 701 registered product number. In the market, there are many enterprises producing iron dextran injection for animal use, with serious overcapacity and serious product homogenization, which leads to the outstanding problems such as price war, inventory pressure, capital turnover and so on. In order to survive and develop, peer enterprises adopt different marketing strategies to cope with fierce market competition. In order to adapt to the fierce competition in the market environment, we need to deeply analyze the problems existing in the current marketing strategy. Whether the marketing strategy formulated by HGY can meet the needs of market competition and the ability to operate efficiently is an important guarantee for the survival and development of enterprises. Based on the theory of marketing and the background of HGY veterinary drug products management, this paper analyzes the external competition environment of HGY veterinary drug products and the current marketing situation of HGY veterinary drug products and the implementation of marketing strategies. Find out the existing problems and shortcomings, and based on the 4P theory to study and formulate the product, pricing, channel, promotion, brand and other strategies combined with the marketing strategy. Through the analysis of this paper, we hope to find out the marketing strategy suitable for the continuous development of HGY veterinary drug product market, put forward the feasible suggestions for the marketing strategy of HGY veterinary drug product, and improve the sales volume and market share of HGY veterinary drug product. We will improve the operating efficiency of enterprises.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.72

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