本文選題：化學(xué)藥品 + 市場開發(fā)��； 參考：《山東理工大學(xué)》2016年碩士論文

【摘要】：隨著改革開放的深入推進和社會主義市場經(jīng)濟的深入發(fā)展,我國的市場機制和醫(yī)藥衛(wèi)生體制也在不斷的改革與完善,醫(yī)藥行業(yè)間的競爭也日趨激烈。近幾年,SDCX公司收入增速有所下滑,實際銷售收入與年初銷售目標(biāo)差距較大,單品種銷量過億的目標(biāo)仍未實現(xiàn)突破,市場開發(fā)和營銷能力已經(jīng)成為制約企業(yè)發(fā)展的短板。在新醫(yī)療體制改革的深入發(fā)展和市場競爭日趨激烈化、規(guī)范化的背景下,加快提升企業(yè)市場開發(fā)和營銷能力便成為擺在企業(yè)高層管理者和銷售部門面前的重要戰(zhàn)略問題。因此,本文擬通過綜合運用戰(zhàn)略管理和市場營銷的相關(guān)理論對SDCX藥業(yè)股份有限公司的市場開發(fā)戰(zhàn)略進行研究,嘗試將營銷理論運用到醫(yī)藥企業(yè)管理實踐中,有助于進一步豐富市場營銷和戰(zhàn)略管理理論體系。本文通過分析SDCX公司的內(nèi)外部環(huán)境特點,提出該公司未來的市場開發(fā)戰(zhàn)略體系和戰(zhàn)略實施建議,希望對其提高市場占有率和產(chǎn)品銷量的戰(zhàn)略提供實際的借鑒意義。本文首先對市場開發(fā)的相關(guān)理論進行了梳理,包括PEST分析法、波特五力競爭結(jié)構(gòu)、SWOT分析法;其次,對SDCX公司概況及化學(xué)藥品市場開發(fā)戰(zhàn)略環(huán)境進行了分析,并通過利用SWOT分析研究企業(yè)外部環(huán)境帶來的機會和威脅,公司內(nèi)部環(huán)境所具有的優(yōu)勢和劣勢;再次,在環(huán)境分析基礎(chǔ)上,制定了SDCX公司化學(xué)藥品的市場開發(fā)戰(zhàn)略,包括縱深開發(fā)二/三級醫(yī)院銷售市場,積極收購布局OTC藥店銷售網(wǎng)絡(luò),開發(fā)第三終端及拓展海外市場;最后,提出SDCX公司市場開發(fā)戰(zhàn)略實施的保障措施,即塑造企業(yè)品牌特色,爭取當(dāng)?shù)卣嘀С峙c政策傾斜,規(guī)范和完善市場管理體系,建立藥企間戰(zhàn)略聯(lián)盟,加快化學(xué)藥品產(chǎn)學(xué)研新模式,完善營銷信息系統(tǒng)和電子銷售網(wǎng)絡(luò),加強內(nèi)部營銷團隊建設(shè)。通過以上研究,為SDCX公司化學(xué)藥品市場開發(fā)提供依據(jù)和參考,并力求為類似公司以后制定醫(yī)藥市場開發(fā)戰(zhàn)略提供一種分析思路和分析方法。
[Abstract]:With the deepening of reform and opening up and the further development of socialist market economy, the market mechanism and medical and health system of our country are constantly reformed and perfected, and the competition among the pharmaceutical industry is becoming more and more fierce. In recent years, the growth rate of SDCX company's income has declined, the actual sales revenue has a big gap with the sales target at the beginning of the year, and the target of selling more than 100 million per product has not yet achieved a breakthrough, and the market development and marketing ability has become a short board that restricts the development of enterprises. Under the background of the deepening development of the new medical system reform and the increasingly fierce market competition, speeding up the promotion of the market development and marketing ability of the enterprises becomes an important strategic issue facing the senior managers and sales departments of the enterprises. Therefore, this paper intends to study the market development strategy of SDCX Pharmaceutical Co., Ltd. through the comprehensive application of the relevant theories of strategic management and marketing, and try to apply the marketing theory to the management practice of pharmaceutical enterprises. It is helpful to enrich the theoretical system of marketing and strategic management. Based on the analysis of the internal and external environmental characteristics of SDCX Company, this paper puts forward the future market development strategy system and strategic implementation suggestions of the company, hoping to provide practical reference significance for the strategy of increasing market share and product sales volume. In this paper, firstly, the relevant theories of market development are analyzed, including PEST analysis, Porter's five-force competitive structure and SWOT analysis. Secondly, the general situation of SDCX Company and the strategic environment of chemical market development are analyzed. And through the use of SWOT analysis to study the opportunities and threats brought by the external environment, the advantages and disadvantages of the company's internal environment. Thirdly, based on the analysis of the environment, the market development strategy of the chemical products of SDCX Company is established. Including the deep development of the second / third level hospital sales market, the active acquisition and layout of the OTC drugstore sales network, the development of the third terminal and the expansion of overseas markets, and finally, the measures to ensure the implementation of the market development strategy of SDCX, that is, to shape the brand characteristics of the enterprise, To strive for more support and policy support from local governments, standardize and improve the market management system, establish strategic alliances between pharmaceutical companies, speed up the new model of chemical industry, education and research, and improve marketing information systems and electronic sales networks, Strengthen internal marketing team building. Through the above research, this paper provides the basis and reference for the chemical market development of SDCX Company, and tries to provide a kind of analysis thought and method for the similar company to formulate the pharmaceutical market development strategy in the future.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F426.72

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