本文關(guān)鍵詞：默克制藥（中國）有限公司在華營銷戰(zhàn)略研究　出處：《海南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：制藥產(chǎn)業(yè)一直對人類而言作為最核心的產(chǎn)業(yè)之一,隨著中國對外國開放,跨國制藥企業(yè)開始注意中國這一潛力與機遇巨大的新興市場�？鐕扑幤髽I(yè)在中國發(fā)展可以追溯至20世紀(jì)80年代,默克制藥于上世紀(jì)90年代進(jìn)入中國。 對中國這個新興醫(yī)藥市場來說,正以兩位數(shù)的速度快速增長,遠(yuǎn)高于全球總的增長率。繼美國、日本之后,中國已經(jīng)是全球排名第三的藥品市場。雖然中國市場潛力大,但是卻充滿著變化,外資藥品從多年前是香餑餑到現(xiàn)在,市場屢屢受挫,市場份額萎縮,中國正經(jīng)歷一個變革的時代：從新醫(yī)改開始到國務(wù)院醫(yī)藥產(chǎn)業(yè)政策,還有各外資藥企的高合規(guī)策略,招標(biāo)降價潮等等,無不使外資企業(yè)必須重新研究、制定自己的營銷戰(zhàn)略。中國這個新興市場,將在很長一段時間里仍然作為默克的核心市場,戰(zhàn)略必然作出調(diào)整以便業(yè)務(wù)持續(xù)性發(fā)展。 無論是中國還是全球,制藥行業(yè)是朝陽工程,是保障人類健康的重要所在,中國的醫(yī)療保健市每年遞增的速度非常快,這其中離不開外資藥品的促進(jìn)作用,外資制藥從起初進(jìn)入中國市場的營銷戰(zhàn)略到現(xiàn)在,發(fā)生了巨大的變化,尤其是在人員、市場、結(jié)構(gòu)、研發(fā)管理方面,通過研究具有代表性的默克制藥的戰(zhàn)略特點,就是本文選題的背景和意義就在。 論文通過對總部位于德國的世界500強默克制藥發(fā)展戰(zhàn)略的全面剖析,為外資制藥在中國這一新興市場的發(fā)展提供一些參考建議。文章首先對研究背景和意義進(jìn)行了梳理和總結(jié)。戰(zhàn)略管理需要建立在戰(zhàn)略環(huán)境分析及戰(zhàn)略精準(zhǔn)定位的基礎(chǔ)上,所以,戰(zhàn)略環(huán)境分析工具的運用十分關(guān)鍵,本文運用SWOT、STP、4P工具對中國醫(yī)藥市場環(huán)境進(jìn)行分析。本文主要以默克制藥在華市場營銷戰(zhàn)略為案例研究對象,分析了營銷戰(zhàn)略部署及市場現(xiàn)狀,問題所在和解決問題的對策。
[Abstract]:Pharmaceutical industry has always been to humans as one of the core industries, with Chinese open to the foreign countries, multinational pharmaceutical companies began to pay attention to the Chinese emerging market potential and opportunities. Multinational pharmaceutical enterprise development can be traced back to 1980s in China, Merck entered Chinese in the last century in 90s.
To China this emerging pharmaceutical market, with two digit growth rate, far higher than the global growth rate. After the United States, Japan, China has been ranked third in the world drug market. Although Chinese market potential, but is full of change, foreign drugs from years ago to now is the meat and potatoes the market, frustrated, shrinking market share, China is going through a time of change: from the new health care reform began to state pharmaceutical industry policy, and the foreign pharmaceutical companies high compliance strategy, bidding price cuts and so on, all the foreign funded enterprises must re-examine and develop their own marketing strategy. Chinese this emerging market, will be in for a long time still as Merck's core market, adjust business strategy must be to sustainable development.
Whether it is Chinese or around the world, the pharmaceutical industry is a Chaoyang Engineering, is an important place to protect human health, health care, Chinese annual increase very fast, which cannot do without foreign drug promotion, from the beginning to enter the foreign pharmaceutical China market marketing strategy to the present, has undergone tremendous changes, especially in personnel, market structure, development, management, strategic characteristics through the research of representative Merck, is in the background and significance of this topic.
Through the comprehensive analysis on the German based Fortune 500 Merck pharmaceutical development strategy, to provide some suggestions for foreign pharmaceutical Chinese in this emerging market development. This article first summarizes the background and significance of the research. Strategic management needs to be based on the strategic environment analysis and strategic positioning precision, so the use of strategic analysis tools, the environment is the key, this paper uses SWOT, STP, 4P tools for analysis of China pharmaceutical market environment. This paper mainly by Merck in China marketing strategies for the case study, analyzes the current situation of marketing strategy and market strategy, the problem and solve the problem.

【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.72;F274

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