【摘要】：武漢華龍生物制藥有限公司（下稱華龍生物）成立于2000年，是一家從事生物制藥的高新技術企業(yè)。目前，國內總計約有7000多家制藥企業(yè)，企業(yè)之間競爭十分激烈，華龍生物屬于中小型規(guī)模的制藥企業(yè)。 遵循國內現(xiàn)有醫(yī)療體制下藥品營銷的特殊性，為了更好的促進和實現(xiàn)華龍生物做大做強，穩(wěn)步發(fā)展成為國內生物制藥的標桿企業(yè)，筆者從戰(zhàn)略的角度對華龍生物的營銷發(fā)展做了深入的分析和研判，旨在通過本次研究，對企業(yè)目前的營銷發(fā)展進行準確的定位，對未來的發(fā)展目標進行深入的剖析，進而制定出科學適宜的營銷策略，為華龍生物的營銷發(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研究法、內外環(huán)境分析法、理論結合實際法、專家訪談法、實地調研法等，并通過所學理論與實踐相結合，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)營銷的現(xiàn)狀和藥品銷售的特點，科學預測了未來藥品市場的發(fā)展?jié)摿Γ侠砼袛喑鋈A龍生物產品所面臨的機遇與挑戰(zhàn)；遵循各類產品的優(yōu)劣勢對比分析，結合華龍生物內部營銷資源、能力和產品核心競爭力等關鍵因素；將營銷組合理論與華龍生物營銷發(fā)展實際相結合，，制定出科學合理的營銷策略，并最終細化為具體的實施方案。 本文的主要結論和觀點是華龍生物應高效整合企業(yè)資源，充分發(fā)揮產品優(yōu)勢，全面推進專業(yè)化招商，學術化推廣，重點產品醫(yī)院促進上量的立體化銷售模式；圍繞科技創(chuàng)新，加強新藥開發(fā)，重點發(fā)展生物多肽類藥品，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.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.72

【參考文獻】

相關期刊論文 前7條

1 張永勝,萬威武;戰(zhàn)略實施的影響因素分析[J];商業(yè)研究;2003年20期

2 李亦兵;馬云;;金融危機下我國醫(yī)藥企業(yè)融資應對策略分析[J];財經(jīng)界(學術版);2009年11期

3 陳志;;中國民營企業(yè)品牌戰(zhàn)略[J];當代經(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機制[J];黑龍江對外經(jīng)貿;2010年01期

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

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

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

本文編號：2189629