本文選題：醫(yī)藥行業(yè) + 營銷策略��； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：隨著醫(yī)藥技術(shù)的不斷提升和經(jīng)濟(jì)水平的不斷發(fā)展,整個(gè)醫(yī)藥行業(yè)的競(jìng)爭(zhēng)日益激烈,而抗腫瘤藥品市場(chǎng)競(jìng)爭(zhēng)更是愈來愈白熱化。如何在這種白熱化的競(jìng)爭(zhēng)條件下保持市場(chǎng),通過制定差異化的營銷策略來進(jìn)一步占領(lǐng)市場(chǎng)是抗腫瘤藥品行業(yè)的關(guān)鍵,因此本文正是在這種大背景下來展開對(duì)A醫(yī)藥公司差異化營銷策略的研究。 關(guān)于公司差異化營銷戰(zhàn)略的研究很多,但大都是從理論上進(jìn)行分析。如何將理論和實(shí)際聯(lián)系起來,如何運(yùn)用合適的方法合理地制定公司差異化營銷戰(zhàn)略越來越重要。本文將運(yùn)用PEST分析、波特五力模型、SWOT分析等從行業(yè)的背景、國內(nèi)外研究現(xiàn)狀、行業(yè)和公司的整體情況、公司的營銷策略和研究結(jié)論等方面對(duì)A醫(yī)藥公司進(jìn)行系統(tǒng)的研究,通過對(duì)抗腫瘤藥品市場(chǎng)營銷的特殊性,以及目前醫(yī)藥市場(chǎng)和抗腫瘤藥品市場(chǎng)營銷模式進(jìn)行比較分析,指出A醫(yī)藥公司應(yīng)該采用的差異化營銷戰(zhàn)略。 本文通過討論A醫(yī)藥公司的現(xiàn)實(shí)市場(chǎng)營銷狀況,以便幫助A公司確定差異化營銷策略。理論聯(lián)系實(shí)際,通過對(duì)A公司所面臨的營銷問題做出分析,并對(duì)癥下藥找出解決目前問題的方法,從而增強(qiáng)A公司在整個(gè)醫(yī)藥行業(yè)的競(jìng)爭(zhēng)力。
[Abstract]:With the development of medical technology and economic level, the competition of the whole medicine industry is becoming more and more fierce, and the market competition of anti-tumor drugs is becoming more and more intense. How to maintain the market under this kind of intense competition, and how to further occupy the market through the development of differentiated marketing strategy is the key to the anti-tumor medicine industry. Therefore, this paper is under this background to carry out the study of A pharmaceutical company differentiation marketing strategy. There are a lot of researches on the company's differentiated marketing strategy, but most of them are analyzed theoretically. It is more and more important how to connect theory with practice and how to make the company's differentiated marketing strategy with appropriate methods. This article will use PEST analysis, Porter five Force Model SWOT analysis and so on from the industry background, the domestic and foreign research present situation, the industry and the company overall situation, the company's marketing strategy and the research conclusion and so on aspect carries on the systematic research to the A medicine company. Through the analysis of the particularity of the anti-tumor drug marketing and the comparative analysis between the current pharmaceutical market and the anti-tumor drug marketing mode, the paper points out the differentiation marketing strategy that A pharmaceutical company should adopt. This paper discusses the actual marketing situation of A Pharmaceutical Company in order to help A Company to determine the differential marketing strategy. Combining theory with practice, this paper analyzes the marketing problems faced by company A, and finds out the solution to the current problems in order to enhance the competitiveness of company A in the whole pharmaceutical industry.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.72;F274

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