本文選題：(草晶華)(草晶華)中藥破壁飲片 + PEST分析法　； 參考：《廣州中醫(yī)藥大學(xué)》2015年碩士論文

【摘要】：目的:(草晶華)(草晶華)中藥破壁飲片是由中山市中智藥業(yè)集團(tuán)有限公司研究并開(kāi)發(fā)出來(lái)的一種新型中藥飲片。該類產(chǎn)品是通過(guò)現(xiàn)代氣流粉碎技術(shù)將傳統(tǒng)中藥飲片加工至D9045μm(300目以上)的粉體,再通過(guò)中智核心發(fā)明專利技術(shù)(不添加成型技術(shù))制成30-100目的干燥顆粒狀飲片。該類產(chǎn)品的最大的特點(diǎn)是與原傳統(tǒng)飲片的物質(zhì)基礎(chǔ)完全一致,是傳統(tǒng)中醫(yī)藥理論現(xiàn)代應(yīng)用的有效形式,具有安全,高效,天然,使用便捷等優(yōu)點(diǎn),是目前市場(chǎng)比較受歡迎的安全養(yǎng)生產(chǎn)品。(草晶華)(草晶華)中藥破壁飲片自2011年進(jìn)入市場(chǎng)銷(xiāo)售以來(lái),經(jīng)歷了一個(gè)邊試點(diǎn)邊推廣的摸索銷(xiāo)售過(guò)程。由于缺乏對(duì)產(chǎn)品對(duì)市場(chǎng)的深刻分析和定位,未形成系統(tǒng)和完整的(草晶華)中藥破壁飲片的營(yíng)銷(xiāo)策略,加之產(chǎn)品規(guī)格不全,渠道網(wǎng)絡(luò)不完善,營(yíng)銷(xiāo)隊(duì)伍建設(shè)時(shí)間短等原因,產(chǎn)品市場(chǎng)占有率低。因此,如何制定出適合(草晶華)中藥破壁飲片的市場(chǎng)營(yíng)銷(xiāo)策略,提高產(chǎn)品市場(chǎng)占有率,顯得尤為重要。方法:本項(xiàng)目首先展開(kāi)文獻(xiàn)研究,從國(guó)內(nèi)中藥宏觀環(huán)境、中藥飲片市場(chǎng)現(xiàn)狀、(草晶華)中藥破壁飲片產(chǎn)品特征、營(yíng)銷(xiāo)策略理論的進(jìn)展進(jìn)行綜述分析;進(jìn)而通過(guò)PEST分析法、SWOT分析法,展開(kāi)對(duì)(草晶華)中藥破壁飲片市場(chǎng)內(nèi)外部環(huán)境進(jìn)行分析探討;通過(guò)STP分析法對(duì)產(chǎn)品市場(chǎng)進(jìn)行定位分析,針對(duì)分析中發(fā)現(xiàn)的問(wèn)題或關(guān)鍵要素制定因應(yīng)措施,進(jìn)而設(shè)計(jì)(草晶華)中藥破壁飲片的初步營(yíng)銷(xiāo)組合策略;指導(dǎo)試點(diǎn)單位展開(kāi)營(yíng)銷(xiāo)實(shí)踐驗(yàn)證和修訂初步營(yíng)銷(xiāo)組合策略,在此基礎(chǔ)上放大市場(chǎng)應(yīng)用,對(duì)營(yíng)銷(xiāo)實(shí)踐結(jié)果做出進(jìn)一步分析評(píng)估,最后確認(rèn)(草晶華)中藥破壁飲片的營(yíng)銷(xiāo)組合策略。成果:首次建立了新興產(chǎn)品(草晶華)中藥破壁飲片的營(yíng)銷(xiāo)組合策略(4P+2)。具體營(yíng)銷(xiāo)組合策略為:通過(guò)將組合銷(xiāo)售為單品銷(xiāo)售的產(chǎn)品策略;抓住消費(fèi)者心理價(jià)位,以高端產(chǎn)品進(jìn)行定位,制定比消費(fèi)者心理價(jià)位略高的價(jià)格策略;以全國(guó)百?gòu)?qiáng)連鎖、地市級(jí)主流連鎖為主渠道策略;配合全員培訓(xùn)、終端陳列和終端試飲的促銷(xiāo)策略;借助西普會(huì)、藥店聯(lián)盟、官網(wǎng)等平臺(tái)進(jìn)行品牌建設(shè)以及通過(guò)引入階梯式人才隊(duì)伍(碩士、學(xué)士、專科等不同專業(yè)受教育程度),打造專業(yè)素質(zhì)強(qiáng),結(jié)構(gòu)穩(wěn)定的營(yíng)銷(xiāo)團(tuán)隊(duì)。最終形成(草晶華)中藥破壁飲片(4P+2)營(yíng)銷(xiāo)組合策略。"滿足需求"到"創(chuàng)造需求"的轉(zhuǎn)變。通過(guò)終端試飲等"體驗(yàn)式營(yíng)銷(xiāo)",與消費(fèi)者進(jìn)行溝通,了解客戶需求,進(jìn)行消費(fèi)者教育,灌輸養(yǎng)生保健理念,使消費(fèi)者從被動(dòng)接收養(yǎng)生知識(shí)轉(zhuǎn)變?yōu)橹鲃?dòng)養(yǎng)生,營(yíng)銷(xiāo)方式從"滿足客戶需求""提升至"創(chuàng)造客戶需求"。結(jié)論:本研究建立的(草晶華)中藥破壁飲片營(yíng)銷(xiāo)組合策略(4P+2)比較適合(草晶華)中藥破壁飲片營(yíng)銷(xiāo)推廣,取得了較好的成效,對(duì)提高產(chǎn)品市場(chǎng)占有率有非常直觀的效果。希望通過(guò)本文的的分析與研究,能夠幫助(草晶華)中藥破壁飲片在產(chǎn)品的定位和營(yíng)銷(xiāo)策略制定上提供一套科學(xué)的方法,希望能對(duì)處在產(chǎn)品上市銷(xiāo)售初期的國(guó)內(nèi)中藥制藥企業(yè)在市場(chǎng)營(yíng)銷(xiāo)策略方面提供一定的參考和借鑒作用。
[Abstract]:Objective: (Cao Jinghua) (Cao Jinghua) (Cao Jinghua) a new Chinese herbal decoction developed by Zhongshan Zhongzhi Pharmaceutical Group Co., Ltd., which is a new Chinese herbal medicine developed by Zhongzhi Pharmaceutical Group Co., Ltd., which is used to process traditional Chinese medicine slices to D9045 mu m (more than 300 orders) by modern airflow pulverization technology, and then invent patent technology through the core of Zhongzhi (not added) Molding technology) made into 30-100 dry granular beverage. The biggest characteristic of this kind of product is completely consistent with the material base of traditional traditional Chinese medicine. It is an effective form of traditional Chinese medicine theory modern application. It is safe, efficient, natural and easy to use. It is a popular safe health care product in the front of the market. (Cao Jinghua) (Cao Jinghua) Cao Jinghua) the Chinese traditional Chinese medicine broken pieces have gone through the market sale since 2011, and have experienced a groping sale process which has been popularized by the pilot side. Because of the lack of deep analysis and positioning of the products to the market, the marketing strategy of the traditional Chinese medicine broken pieces is not formed and complete (Cao Jinghua), and the product specifications are not complete, the channel network is imperfect and marketing. Because of the short construction time of the team, the market share of the product is low. Therefore, it is very important to develop a marketing strategy suitable for (Cao Jinghua) Chinese medicine to break the wall and improve the market share of the product. Method: first of all, this project begins with literature research, from the macro environment of Chinese medicine, the current situation of Chinese herbal medicine market, and the wall of Chinese medicine (Cao Jinghua). The characteristics of the product and the development of the marketing strategy are summarized and analyzed, and then the internal and external environment of the Chinese traditional Chinese medicine market is analyzed by PEST analysis and SWOT analysis, and the product market is analyzed by the STP analysis method, and the corresponding measures are made to the problems found in the analysis or the key elements. And then design the initial marketing combination strategy of (Cao Jinghua) Chinese herbal medicine broken pieces; to guide the pilot units to carry out marketing practice verification and to amend the initial marketing combination strategy, on this basis, enlarge the market application, make further analysis and evaluation on the marketing practice results, and finally confirm the marketing combination strategy of the Chinese herbal medicine broken pieces of Chinese medicine (Cao Jinghua). The marketing combination strategy (4P+2) was established for the first time. The specific marketing combination strategy was: through the product strategy of selling the combination as a single product; taking the consumer psychological price, positioning with the high-end products, making the price strategy that is slightly higher than the consumer psychological price; The main channel strategy in the city level is the main channel, with the whole staff training, the terminal display and the terminal trial sales promotion strategy, with the help of the CP, the drugstore alliance, the official network and other platforms, and through the introduction of the ladder type talent team (Master, bachelor, specialist and other specialties), to build a professional and stable marketing group. The team finally formed a marketing combination strategy of Chinese traditional Chinese medicine (4P+2). "Meet demand" to "create demand". Through "experiential marketing", such as terminal trial drinking, communication with consumers, understanding of customer needs, conducting consumer education, instilling the concept of health care, and transforming the consumer from passive health care to active support In this study, the marketing combination strategy (4P+2) established by this study (Cao Jinghua) is suitable for the marketing of Chinese traditional Chinese medicine (Cao Jinghua), which has achieved good results and has a very direct effect on improving the market share of the product. The analysis and research of this article can help (Cao Jinghua) a set of scientific methods for the positioning and marketing strategy of the Chinese traditional Chinese medicine, hoping to provide some reference and reference for the marketing strategy of Chinese traditional Chinese medicine pharmaceutical enterprises at the beginning of the sale of the products.

【學(xué)位授予單位】：廣州中醫(yī)藥大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.72

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