【摘要】：N制藥公司專注于糖尿病領(lǐng)域,2012年闖入福布斯全球500強,取得了第466位的好成績。 本文在N制藥公司作為研究對象的基礎(chǔ)上,從宏觀、微觀兩個角度入手進行比較。較全面調(diào)查了解了制藥行業(yè)所面臨的宏觀環(huán)境、微觀環(huán)境、競爭情況以及企業(yè)的營銷策略和企業(yè)文化,分析了N公司在當(dāng)前情況下的優(yōu)勢、劣勢、機會、威脅。通過對N制藥公司的營銷策略的分析研究,探尋企業(yè)成功之道。同時通過對企業(yè)營銷策略的分析,提出進一步改進完善的建議、啟示。 本文在開篇首先就研究的背景做了簡單介紹,緊接著就研究目的與研究意義、研究方法以及研究的思路、研究的框架做了闡述說明。接下來引述市場營銷方面的相關(guān)理論著作跟理論依據(jù),為進一步分析N制藥公司的具體營銷策略打好理論基礎(chǔ)。結(jié)合企業(yè)戰(zhàn)略管理以及現(xiàn)代營銷理論,就N制藥公司當(dāng)前所處的政治環(huán)境、法律環(huán)境、人口與經(jīng)濟環(huán)境、科技環(huán)境還有社會文化環(huán)境進行了較為深入的分析研究。接下來圍繞整個醫(yī)藥行業(yè)以及N公司特有的營銷方向,對N公司的主要競爭對手進行分析解讀。在公司內(nèi)部條件與營銷現(xiàn)狀分析部分,描述了公司發(fā)展概況、公司經(jīng)營模式、公司主要的產(chǎn)品與市場布局和公司的組織與管理,并就公司營銷現(xiàn)狀進行SWOT分析,從而提出如何利用機會發(fā)揮優(yōu)點。從公司營銷目標的設(shè)立到市場定位策略、市場推廣策略、銷售渠道策略以及產(chǎn)品組合策略的分析和闡述,研究N制藥公司營銷策略實施的保障：通過公司全員理解并執(zhí)行貫徹NN之道,建立健全產(chǎn)品研發(fā)中心、實施全方位的人才培養(yǎng)戰(zhàn)略來實現(xiàn)公司的營銷策略。
[Abstract]:With a focus on diabetes, N Pharmaceuticals broke into the Forbes Global 500 in 2012 and scored 466. On the basis of the N pharmaceutical company as the research object, this paper makes a comparison from the macro-and micro-point of view. In this paper, the macro-environment, micro-environment, competition situation, marketing strategy and corporate culture of pharmaceutical industry are comprehensively investigated, and the advantages, disadvantages, opportunities and threats of N company under the current situation are analyzed. Through the analysis and research of marketing strategy of N pharmaceutical company, the article explores the successful way of the enterprise. At the same time, through the analysis of the marketing strategy of the enterprise, it puts forward some suggestions for further improvement and enlightenment. At the beginning of this paper, the background of the research is briefly introduced, and then the purpose and significance of the research, the research methods, the train of thought and the framework of the research are explained. Then quote the relevant theoretical works and theoretical basis of marketing for further analysis of the specific marketing strategy of N pharmaceutical companies to lay a good theoretical basis for further analysis of the specific marketing strategies of N pharmaceutical companies. Combined with enterprise strategic management and modern marketing theory, this paper makes a deep analysis and research on the current political environment, legal environment, population and economic environment, science and technology environment and social and cultural environment of N pharmaceutical company. Then around the entire pharmaceutical industry and the unique marketing direction of N company, the main competitors of N company are analyzed and interpreted. In the part of analyzing the internal conditions and marketing situation of the company, this paper describes the general situation of the company's development, the management mode of the company, the main products and market layout of the company, the organization and management of the company, and carries on the SWOT analysis on the present situation of the company's marketing. Thus, how to make use of the opportunity to give play to the advantages. From the establishment of the company's marketing objectives to market positioning strategy, marketing strategy, sales channel strategy and product mix strategy analysis and elaboration, This paper studies the guarantee of N pharmaceutical company's marketing strategy implementation: through understanding and carrying out NN, establishing and perfecting product R & D center and carrying out all-round talent training strategy to realize the marketing strategy of the company.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F416.72;F274

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