本文選題：新醫(yī)改 + 制藥企業(yè)��； 參考：《山東理工大學》2015年碩士論文

【摘要】：SDXD公司是一家專業(yè)從事制劑生產(chǎn)的制藥企業(yè),由于行業(yè)的特殊性和自身歷史的原因,從營銷戰(zhàn)略的角度來看,其市場營銷行為已經(jīng)不適應(yīng)國家醫(yī)改政策的要求,市場營銷活動無法深入到市場一線,銷售萎縮,嚴重制約了該公司整體發(fā)展向前邁進。從營銷戰(zhàn)略的視角,研究SDXD公司的營銷管理系統(tǒng),對于改善SDXD公司的營銷現(xiàn)狀,實現(xiàn)對銷售過程的精細化管理,從而提高企業(yè)的營銷效率及綜合競爭實力,具有重要的實踐意義,對其他制藥企業(yè)也有一定的借鑒。論文以營銷戰(zhàn)略理論為基礎(chǔ),以SDXD公司營銷系統(tǒng)為研究對象,從藥品營銷理論及營銷特點著手,運用五力模型系統(tǒng)分析了國家醫(yī)改政策對行業(yè)及中小型制藥企業(yè)的影響,結(jié)合SDXD公司的實際情況,運用內(nèi)外環(huán)境評價矩陣(EFE和IFE)定量分析制約或促進SDXD公司發(fā)展的內(nèi)部和外部因素,并對結(jié)果加以分析,找到了SDXD公司目前營銷系統(tǒng)中所存在的問題與機會,依據(jù)營銷戰(zhàn)略及新醫(yī)改環(huán)境對制藥企業(yè)市場營銷工作的要求,對現(xiàn)有的營銷系統(tǒng)提出改進方案。最后,介紹營銷戰(zhàn)略調(diào)整過程中預計存在的問題及保障措施,對SDXD公司營銷戰(zhàn)略調(diào)整進行了總結(jié)和展望。SDXD公司行業(yè)特點突出,反映在營銷戰(zhàn)略的諸多方面的特殊性較為明顯。對該企業(yè)進行營銷戰(zhàn)略研究分析,不僅有利于拓寬SDXD公司的創(chuàng)新視野,提高企業(yè)戰(zhàn)略管理水平,推動企業(yè)可持續(xù)發(fā)展,而且對于其他中小醫(yī)藥企業(yè)、相同或相近行業(yè)類似企業(yè)的營銷戰(zhàn)略調(diào)整也具有一定的借鑒意義。
[Abstract]:SDXD Company is a pharmaceutical company specializing in pharmaceutical preparation production. Because of the particularity of the industry and its own historical reasons, from the perspective of marketing strategy, its marketing behavior has not been able to meet the requirements of the national medical reform policy. Marketing activities can not go deep into the market, sales shrinking, seriously constraining the overall development of the company forward. From the perspective of marketing strategy, this paper studies the marketing management system of SDXD Company, which can improve the marketing status of SDXD Company, realize the fine management of the sales process, and improve the marketing efficiency and comprehensive competitive strength of the enterprise. Has the important practice significance, also has the certain reference to the other pharmaceutical enterprise. Based on the theory of marketing strategy, taking the marketing system of SDXD Company as the research object, this paper systematically analyzes the influence of the national medical reform policy on the industry and the small and medium-sized pharmaceutical enterprises by using the five-force model from the drug marketing theory and marketing characteristics. Combined with the actual situation of SDXD Company, the internal and external factors restricting or promoting the development of SDXD Company are quantitatively analyzed by using the internal and external environment assessment matrix, and the results are analyzed. The problems and opportunities in the current marketing system of SDXD Company are found. According to the marketing strategy and the requirements of the new medical reform environment for the marketing work of pharmaceutical enterprises, the improvement scheme of the existing marketing system is put forward. Finally, the paper introduces the problems and safeguard measures in the process of marketing strategy adjustment, summarizes and prospects the industry characteristics of SDXD Company, which is reflected in the particularity of many aspects of marketing strategy. The research and analysis of the marketing strategy of the enterprise is not only helpful to widen the innovative vision of SDXD, improve the level of strategic management, and promote the sustainable development of the enterprise, but also for other small and medium-sized pharmaceutical enterprises. The marketing strategy adjustment of similar enterprises in the same or similar industries also has certain reference significance.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.72;F274

【共引文獻】

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1 林倩婷;S通信公司營銷策略研究[D];蘭州大學;2014年

2 周煒杰;華煤集團煤炭營銷策略研究[D];西安科技大學;2014年

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4 蘭銀玲;奔泰電子機電包裝公司差異化戰(zhàn)略研究[D];西南交通大學;2012年

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