【摘要】：改革開放以來,跨國(guó)制藥企業(yè)開始進(jìn)入中國(guó)市場(chǎng)。近年來,跨國(guó)藥企在中國(guó)的市場(chǎng)不斷拓展,中國(guó)市場(chǎng)已經(jīng)構(gòu)成跨國(guó)制藥企業(yè)全球市場(chǎng)的重要組成部分。如何通過正確的市場(chǎng)營(yíng)銷策略,保持和擴(kuò)大在中國(guó)市場(chǎng)的市場(chǎng)占有率,是跨國(guó)制藥企業(yè)一直高度重視的問題。對(duì)我國(guó)制藥企業(yè)而言,學(xué)習(xí)和了解跨國(guó)制藥企業(yè)的營(yíng)銷策略從而改進(jìn)和提高自身的營(yíng)銷水平,也是一項(xiàng)非常有意義的工作。 本論文系統(tǒng)研究了跨國(guó)制藥企業(yè)的營(yíng)銷策略問題。本文首先對(duì)目前的市場(chǎng)營(yíng)銷組合相關(guān)研究進(jìn)行了綜述,系統(tǒng)整理分析了目前國(guó)內(nèi)外關(guān)于市場(chǎng)營(yíng)銷研究進(jìn)展。在此基礎(chǔ)上,分析研究了制藥企業(yè)的市場(chǎng)營(yíng)銷理論以及國(guó)內(nèi)外的相關(guān)研究。 第二章對(duì)跨國(guó)制藥企業(yè)面臨的環(huán)境進(jìn)行了分析。本章研究了跨國(guó)制藥企業(yè)在華的宏觀環(huán)境,如人口環(huán)境、經(jīng)濟(jì)環(huán)境、政治法律環(huán)境、技術(shù)環(huán)境等；進(jìn)而分析了跨國(guó)制藥企業(yè)的行業(yè)環(huán)境,并對(duì)跨國(guó)藥企在華的發(fā)展情況進(jìn)行了簡(jiǎn)單回顧。 第三章是關(guān)于制藥企業(yè)的營(yíng)銷策略研究。本部分以市場(chǎng)營(yíng)銷組合理論為基礎(chǔ),結(jié)合醫(yī)藥行業(yè)的具體特點(diǎn),系統(tǒng)研究分析了制藥企業(yè)的營(yíng)銷策略。具體包括制藥企業(yè)的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、具體的營(yíng)銷組合策略等。 第四章是關(guān)于跨國(guó)制藥企業(yè)的營(yíng)銷策略研究。本部分在前兩章的基礎(chǔ)上,研究了跨國(guó)制藥企業(yè)在中國(guó)的具體營(yíng)銷策略,具體研究了跨國(guó)藥企的市場(chǎng)定位問題,并根據(jù)處方藥、非處方藥的區(qū)別,具體分析了兩種類型藥品的營(yíng)銷策略。 第五章是關(guān)于羅氏制藥的營(yíng)銷策略分析。本部分根據(jù)前幾章確定的理論框架,在簡(jiǎn)單回顧羅氏制藥發(fā)展歷程基礎(chǔ)上,具體研究了羅氏制藥的市場(chǎng)定位以及營(yíng)銷策略；并進(jìn)而指出了羅氏制藥在營(yíng)銷策略上存在的主要問題,提出了幾個(gè)具體的政策建議。 第六章是結(jié)論,對(duì)本文的研究成果進(jìn)行了總結(jié)。
[Abstract]:Since the reform and opening up, multinational pharmaceutical enterprises began to enter the Chinese market. In recent years, multinational pharmaceutical companies in China market has been expanding, the Chinese market has become an important part of the global market of multinational pharmaceutical enterprises. How to maintain and expand the market share in China through correct marketing strategy is a problem that multinational pharmaceutical enterprises attach great importance to all the time. For Chinese pharmaceutical enterprises, it is also a very meaningful job to learn and understand the marketing strategies of multinational pharmaceutical enterprises so as to improve and improve their own marketing level. This paper systematically studies the marketing strategy of multinational pharmaceutical enterprises. In this paper, the current research on marketing mix is reviewed, and the research progress of marketing at home and abroad is systematically analyzed. On this basis, the marketing theory of pharmaceutical enterprises and related research at home and abroad are analyzed and studied. The second chapter analyzes the environment faced by multinational pharmaceutical enterprises. This chapter studies the macro environment of multinational pharmaceutical enterprises in China, such as population environment, economic environment, political and legal environment, technological environment and so on. Then the industry environment of multinational pharmaceutical enterprises is analyzed, and the development of multinational pharmaceutical enterprises in China is briefly reviewed. The third chapter is about the pharmaceutical enterprise marketing strategy research. Based on the theory of marketing combination and the characteristics of pharmaceutical industry, this part systematically studies and analyzes the marketing strategies of pharmaceutical enterprises. It includes market segmentation, target market selection, specific marketing mix strategy and so on. The fourth chapter is about the transnational pharmaceutical enterprise marketing strategy research. On the basis of the first two chapters, this part studies the specific marketing strategies of multinational pharmaceutical enterprises in China, specifically studies the market positioning of transnational pharmaceutical companies, and according to the difference between prescription drugs and over-the-counter drugs, The marketing strategies of two kinds of drugs are analyzed in detail. The fifth chapter is about the marketing strategy analysis of Roche Pharmaceutical. On the basis of reviewing the development course of Roche Pharmaceutical, this part studies the market orientation and marketing strategy of Roche Pharmaceutical based on the theoretical framework determined in the previous chapters. The main problems in marketing strategy of Roche Pharmaceutical are pointed out, and some specific policy suggestions are put forward. The sixth chapter is the conclusion, summarizes the research results of this paper.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.72

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本文編號(hào)：2349321