【摘要】：武漢華龍生物制藥有限公司（下稱(chēng)華龍生物）成立于2000年，是一家從事生物制藥的高新技術(shù)企業(yè)。目前，國(guó)內(nèi)總計(jì)約有7000多家制藥企業(yè)，企業(yè)之間競(jìng)爭(zhēng)十分激烈，華龍生物屬于中小型規(guī)模的制藥企業(yè)。 遵循國(guó)內(nèi)現(xiàn)有醫(yī)療體制下藥品營(yíng)銷(xiāo)的特殊性，為了更好的促進(jìn)和實(shí)現(xiàn)華龍生物做大做強(qiáng)，穩(wěn)步發(fā)展成為國(guó)內(nèi)生物制藥的標(biāo)桿企業(yè)，筆者從戰(zhàn)略的角度對(duì)華龍生物的營(yíng)銷(xiāo)發(fā)展做了深入的分析和研判，旨在通過(guò)本次研究，對(duì)企業(yè)目前的營(yíng)銷(xiāo)發(fā)展進(jìn)行準(zhǔn)確的定位，對(duì)未來(lái)的發(fā)展目標(biāo)進(jìn)行深入的剖析，進(jìn)而制定出科學(xué)適宜的營(yíng)銷(xiāo)策略，為華龍生物的營(yíng)銷(xiāo)發(fā)展提供重要的參考依據(jù)。 筆者本次研究所采用方法主要有文獻(xiàn)研究法、內(nèi)外環(huán)境分析法、理論結(jié)合實(shí)際法、專(zhuān)家訪談法、實(shí)地調(diào)研法等，并通過(guò)所學(xué)理論與實(shí)踐相結(jié)合，輔之以文字、圖表、分析模型工具等。本次研究分析了醫(yī)藥行業(yè)營(yíng)銷(xiāo)的現(xiàn)狀和藥品銷(xiāo)售的特點(diǎn)，科學(xué)預(yù)測(cè)了未來(lái)藥品市場(chǎng)的發(fā)展?jié)摿Γ侠砼袛喑鋈A龍生物產(chǎn)品所面臨的機(jī)遇與挑戰(zhàn)；遵循各類(lèi)產(chǎn)品的優(yōu)劣勢(shì)對(duì)比分析，結(jié)合華龍生物內(nèi)部營(yíng)銷(xiāo)資源、能力和產(chǎn)品核心競(jìng)爭(zhēng)力等關(guān)鍵因素；將營(yíng)銷(xiāo)組合理論與華龍生物營(yíng)銷(xiāo)發(fā)展實(shí)際相結(jié)合，，制定出科學(xué)合理的營(yíng)銷(xiāo)策略，并最終細(xì)化為具體的實(shí)施方案。 本文的主要結(jié)論和觀點(diǎn)是華龍生物應(yīng)高效整合企業(yè)資源，充分發(fā)揮產(chǎn)品優(yōu)勢(shì)，全面推進(jìn)專(zhuān)業(yè)化招商，學(xué)術(shù)化推廣，重點(diǎn)產(chǎn)品醫(yī)院促進(jìn)上量的立體化銷(xiāo)售模式；圍繞科技創(chuàng)新，加強(qiáng)新藥開(kāi)發(fā)，重點(diǎn)發(fā)展生物多肽類(lèi)藥品，使華龍生物成為生物制藥行業(yè)的龍頭之一。
[Abstract]:Wuhan Hualong Biopharmaceutical Co., Ltd (hereinafter referred to as Hualong Biology) was founded in 2000, is a high-tech enterprise engaged in biopharmaceutical. At present, there are more than 7000 pharmaceutical enterprises in China, and the competition among them is very fierce. Following the particularity of drug marketing under the existing medical system in China, in order to better promote and realize Hualong Biobiology to be bigger and stronger, it has steadily developed into a benchmark enterprise in domestic biopharmaceutical industry. From a strategic point of view, the author makes an in-depth analysis and judgment on the marketing development of Hualong Biology, aiming at making an accurate positioning of the current marketing development of the enterprise through this study, and deeply analyzing the future development goals. Furthermore, scientific and appropriate marketing strategies are worked out to provide important reference for the marketing development of Hualong Biology. The author adopts the methods of literature research, internal and external environment analysis, theory combined with practice, expert interview, field investigation and so on, and through the combination of theory and practice, supplemented by words, charts, etc. Analysis of model tools and so on. This study analyzed the current situation of pharmaceutical industry marketing and the characteristics of drug sales, scientifically predicted the development potential of the future drug market, reasonably judged the opportunities and challenges that Hualong biological products are facing; Following the comparative analysis of the advantages and disadvantages of all kinds of products, combining with the key factors such as the internal marketing resources, capabilities and core competitiveness of Hualong Bio-products, and combining the theory of marketing mix with the actual development of Hualong Bio-marketing, Formulate scientific and reasonable marketing strategy, and finally refine into specific implementation plan. The main conclusion and viewpoint of this paper is that Hualong Biological should integrate enterprise resources efficiently, give full play to the advantages of products, promote the specialized investment, academic promotion, key product hospitals to promote the volume of three-dimensional sales model, around the innovation of science and technology, Strengthen the development of new drugs, focus on the development of biological polypeptide drugs, so that Hualong Biobiology become one of the leading biopharmaceutical industry.
【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(lèi)號(hào)】：F274;F426.72

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 張永勝,萬(wàn)威武;戰(zhàn)略實(shí)施的影響因素分析[J];商業(yè)研究;2003年20期

2 李亦兵;馬云;;金融危機(jī)下我國(guó)醫(yī)藥企業(yè)融資應(yīng)對(duì)策略分析[J];財(cái)經(jīng)界(學(xué)術(shù)版);2009年11期

3 陳志;;中國(guó)民營(yíng)企業(yè)品牌戰(zhàn)略[J];當(dāng)代經(jīng)理人;2006年21期

4 李軍;藺馨歆;;淺談企業(yè)人力資源管理中的激勵(lì)機(jī)制[J];黑龍江對(duì)外經(jīng)貿(mào);2010年01期

5 范二平;;品牌價(jià)值提升策略探討[J];企業(yè)經(jīng)濟(jì);2013年01期

6 于維洋;劉巖;;我國(guó)中小企業(yè)發(fā)展中存在的問(wèn)題及對(duì)策[J];中國(guó)科技信息;2008年02期

7 木梓;;以品牌戰(zhàn)略推動(dòng)企業(yè)發(fā)展[J];信息網(wǎng)絡(luò);2007年03期

本文編號(hào)：2189629