發(fā)布時(shí)間：2018-05-11 05:57

  本文選題：營(yíng)銷(xiāo)策略 + 葛蘭素史克　； 參考：《鄭州大學(xué)》2015年碩士論文

【摘要】：隨著跨國(guó)藥企在中國(guó)的市場(chǎng)不斷拓展,中國(guó)市場(chǎng)已經(jīng)成跨國(guó)制藥企業(yè)全球市場(chǎng)的重要組成部分。面對(duì)中國(guó)市場(chǎng)越來(lái)越激烈的競(jìng)爭(zhēng),如何通過(guò)正確的市場(chǎng)營(yíng)銷(xiāo)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(wèn)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(xiāo)策略從而改進(jìn)和提高自身的營(yíng)銷(xiāo)水平,也是一項(xiàng)非常有意義的工作。葛蘭素史克制藥有限公司是全球知名的以研發(fā)為主的跨國(guó)制藥企業(yè),本論文系統(tǒng)研究葛蘭素史克公司營(yíng)銷(xiāo)策略問(wèn)題。本文首先介紹了葛蘭素史克公司的概況,接下來(lái)從五個(gè)方面深入研究了葛蘭素史克公司的營(yíng)銷(xiāo)策略:產(chǎn)品策略、價(jià)格策略、渠道策略、溝通策略、人員策略、服務(wù)策略;在此基礎(chǔ)上對(duì)五個(gè)方面的營(yíng)銷(xiāo)策略又分多方面深入研究。接下來(lái)對(duì)葛蘭素史克公司營(yíng)銷(xiāo)面臨的環(huán)境進(jìn)行了分析。研究了葛蘭素史克公司在華經(jīng)營(yíng)所面臨的宏觀政策環(huán)境及中國(guó)醫(yī)藥改革環(huán)境等。進(jìn)而分析了葛蘭素史克公司所面臨的行業(yè)環(huán)境如:中國(guó)醫(yī)藥企業(yè)發(fā)展?fàn)顩r、中國(guó)醫(yī)藥企業(yè)從業(yè)人員分析、中國(guó)醫(yī)藥企業(yè)研發(fā)情況、中國(guó)醫(yī)藥企業(yè)銷(xiāo)售模式。同時(shí)分析了葛蘭素史克公司自身狀況如:公司的文化、架構(gòu)、激勵(lì)策略、營(yíng)銷(xiāo)計(jì)劃管理。本研究以市場(chǎng)營(yíng)銷(xiāo)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)研究分析了以葛蘭素史克公司為代表的跨國(guó)制藥企業(yè)的營(yíng)銷(xiāo)策略。最后,通過(guò)以上研究,分析總結(jié)葛蘭素史克公司營(yíng)銷(xiāo)策略的經(jīng)驗(yàn)和存在不足。從而對(duì)葛蘭素史克制藥有限公司在人才激勵(lì)策略變革和營(yíng)銷(xiāo)計(jì)劃管理變革方面提出建議。提出葛蘭素史克公司應(yīng)該對(duì)銷(xiāo)售計(jì)劃管理進(jìn)行徹底改革;同時(shí)應(yīng)該對(duì)獎(jiǎng)金計(jì)劃進(jìn)行徹底改革。取消高的指標(biāo)的銷(xiāo)售計(jì)劃制度和高獎(jiǎng)金的獎(jiǎng)勵(lì)制度,建立專(zhuān)業(yè)化的推廣模式和考核專(zhuān)業(yè)的考核制度。從而促進(jìn)中國(guó)醫(yī)藥營(yíng)銷(xiāo)向?qū)I(yè)化、規(guī)范化變革。
[Abstract]:As multinational pharmaceutical companies continue to expand their markets in China, the Chinese market has become an important part of the global market of multinational pharmaceutical companies. In the face of more and more fierce competition in Chinese market, how to maintain and expand the market share in Chinese market 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. GlaxoSmithKline Pharmaceutical Co., Ltd. is a global famous multinational pharmaceutical company with R & D in the main. This paper systematically studies GlaxoSmithKline's marketing strategy. This paper first introduces the general situation of GlaxoSmithKline, and then studies GlaxoSmithKline's marketing strategy from five aspects: product strategy, price strategy, channel strategy, communication strategy, personnel strategy, service strategy; On this basis, five aspects of marketing strategies are further studied in many aspects. Then GlaxoSmithKline's marketing environment is analyzed. The macro policy environment and pharmaceutical reform environment of GlaxoSmithKline in China are studied. Then it analyzes the industry environment GlaxoSmithKline faces, such as: the development of Chinese pharmaceutical enterprises, the analysis of the employees of Chinese pharmaceutical enterprises, the research and development situation of Chinese pharmaceutical enterprises, and the sales mode of Chinese pharmaceutical enterprises. At the same time, it analyzes GlaxoSmithKline's own situation such as culture, structure, incentive strategy and marketing plan management. Based on the theory of marketing combination and the characteristics of pharmaceutical industry, this study systematically studied and analyzed the marketing strategies of multinational pharmaceutical enterprises represented by GlaxoSmithKline. Finally, through the above research, analyze and summarize the experience and shortcomings of GlaxoSmithKline's marketing strategy. So GlaxoSmithKline Pharmaceutical Co., Ltd. in the talent incentive strategy reform and marketing plan management changes. GlaxoSmithKline should make a thorough reform of sales plan management and bonus plan. Cancel the sales plan system of high index and reward system of high bonus, establish the specialized promotion mode and the appraisal system of the examination specialty. In order to promote the Chinese medicine marketing to specialization, standardized reform.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F416.72

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