本文選題：中成藥 + 區(qū)域市場��； 參考：《山東大學(xué)》2015年碩士論文

【摘要】：近年來由于人民生活水平的提高和醫(yī)療保健意識的增強(qiáng)以及國家新醫(yī)改的不斷推行,使得藥品市場每年都以較高的速度增大。同時新醫(yī)改從政策上向中醫(yī)藥傾斜,增加了中成藥在醫(yī)保目錄中的比例,再加上中國人民對于中醫(yī)治療觀念的認(rèn)可,使得中成藥藥品銷售的增長率遠(yuǎn)超化學(xué)藥品銷售增長率。另外,由于老齡化的加劇和國民不良的飲食習(xí)慣使得心腦血管疾病發(fā)病率節(jié)節(jié)高升,因而心腦血管藥物在總體醫(yī)藥市場中占據(jù)著較大的市場份額�；谝陨蟽煞矫娴脑�,心腦血管中成藥物市場增長明顯。因而也吸引了眾多的制藥公司投入這一市場,導(dǎo)致在這一市場出現(xiàn)了一系列的亂象。在生產(chǎn)方面,絕大多數(shù)的制藥公司就幾乎沒有研發(fā)方面的投入,而且在生產(chǎn)工藝方面也非常落后。在營銷方面,由于沒有外企成熟的營銷模式可以借鑒,中成藥的營銷也陷入如何選定目標(biāo)市場和市場定位的難題。在這一大背景下,北京嘉林藥業(yè)股份有限公司決定布局這一市場,并且收購了由三門峽賽諾維制藥有限公司所研發(fā)的消栓腸溶膠囊,進(jìn)入到這一市場中。并且根據(jù)這一市場中現(xiàn)存產(chǎn)品的競爭情況,制定了相應(yīng)的總體市場營銷策略。以往對于藥物營銷研究多集中于針對全國市場的營銷策略,很少關(guān)注區(qū)域市場。并且在市場細(xì)分中,大都沒有對患同種疾病的患者根據(jù)疾病狀況進(jìn)行細(xì)化的分析。結(jié)合以上情況,為了研究中成藥區(qū)域市場營銷的特點及方法,本文對消栓腸溶膠囊在山東市場的區(qū)域市場營銷策略進(jìn)行介紹。本文采用了理論探討、案例分析、參考文獻(xiàn)的研究方法,同時結(jié)合市場營銷理論以及工作體會,對消栓腸溶膠囊在山東的區(qū)域市場策略進(jìn)行了闡述。本文介紹了北京嘉林藥業(yè)股份有限公司通過對于山東市場的PEST分析、STP分析和SWOT分析,了解山東的醫(yī)藥市場情況、競品情況,并選定目標(biāo)市場進(jìn)行市場定位的過程。其中,著重介紹了根據(jù)患者的疾病流程來確定目標(biāo)市場并進(jìn)行市場定位的方法。同時也結(jié)合以往的經(jīng)驗教訓(xùn),制定了確保營銷計劃執(zhí)行效果的保障條件。通過整個論述過程,作者得出如下結(jié)論：在目前的中成藥市場環(huán)境下,必須進(jìn)行專業(yè)化、學(xué)術(shù)化推廣才能使產(chǎn)品獲得持久的競爭力；而進(jìn)行高質(zhì)量的專業(yè)化推廣的前提是選定目標(biāo)市場和制定目標(biāo)市場定位；在選定目標(biāo)市場的過程中利用患者疾病流程分析能更精確地對患者進(jìn)行細(xì)分。在促銷策略中要重視學(xué)術(shù)會議的作用,因而要重視學(xué)會的作用,建立與學(xué)會領(lǐng)導(dǎo)人的合作關(guān)系；在渠道策略中要加強(qiáng)對公司商務(wù)人員的管控,重視與商業(yè)公司的合作。另外,現(xiàn)在醫(yī)藥營銷已發(fā)展了三十多年,但是由于以往的營銷模式多為粗放的代金銷售模式。因而在進(jìn)行專業(yè)化、學(xué)術(shù)化推廣時,就要面臨合格的專業(yè)化醫(yī)藥營銷人才短缺的情況,因而在營銷策略實施保障條件中最重要的就是對于一線銷售人員的招聘、培訓(xùn)、激勵和考核。
[Abstract]:In recent years, due to the improvement of the people's living standards, the enhancement of health care awareness and the continuous implementation of the national new medical reform, the drug market has increased at a high speed every year. At the same time, the new medical reform has been tilted from the policy to traditional Chinese medicine, which has increased the ratio of Chinese medicine to the medical insurance catalogue, and the Chinese people's concept of Chinese medicine treatment. As a result, the growth rate of Chinese patent medicine sales is far beyond the growth rate of chemical drug sales. In addition, the incidence of cardiovascular and cerebrovascular diseases is rising rapidly because of the aging and the bad eating habits of the people. Therefore, the cardiovascular and cerebrovascular drugs occupy a large market share in the general pharmaceutical market. Based on the above two reasons The market for drugs in the heart and brain is growing obviously. So it has also attracted a large number of pharmaceutical companies to invest in this market, leading to a series of chaos in this market. In production, the vast majority of pharmaceutical companies have little investment in research and development, and are very backward in production technology. In marketing, because of no With the mature marketing model of foreign enterprises, the marketing of Chinese patent medicine is also in the problem of how to choose the target market and market positioning. Under this background, Beijing Jialin pharmaceutical Limited by Share Ltd decided to arrange the market and bought the suppository enteric capsule, which was developed by the limited company in Sanmenxia. In the first market, according to the competition of the existing products in this market, the corresponding overall marketing strategy has been formulated. In the past, the research on drug marketing focused on the marketing strategy for the national market, with little attention to the regional market. And in the market segmentation, most of the patients with the same disease were not in accordance with the condition of the disease. In order to study the characteristics and methods of the regional marketing of Chinese patent medicine, this article introduces the regional marketing strategy of the suppository enteric capsule in the Shandong market. This article adopts the theoretical discussion, case analysis, the research method of reference literature, and the marketing theory and work experience. The regional market strategy of Xiao Shuan enteric capsule in Shandong is expounded. This paper introduces the PEST analysis, STP analysis and SWOT analysis of the Beijing Jialin pharmaceutical industry Limited by Share Ltd, to understand the medical market situation in Shandong, the situation of competitive products, and to select the market positioning process in the target market. According to the patient's disease process to determine the target market and the method of market positioning. At the same time, combined with the previous experience and lessons, we have formulated the guarantee conditions to ensure the implementation effect of the marketing plan. Through the whole process of discussion, the author draws the following conclusions: in the current market of Chinese patent medicine, it must be professionalization and academic promotion. The precondition for high quality and professional promotion is to select the target market and to set the target market, and to use the patient's disease process analysis to subdivide the patient more accurately in the process of selecting the target market. The role of the academic conference should be emphasized in the promotion strategy and therefore the importance should be paid attention to. The role of the society is to establish the cooperative relationship with the leaders of the society. In the channel strategy, we should strengthen the management and control of the business personnel of the company and attach importance to the cooperation with the commercial companies. In addition, medical marketing has been developed for more than thirty years. When popularizing, it is necessary to face the shortage of qualified professional pharmaceutical marketing talents, so the most important thing in the implementation of the marketing strategy is the recruitment, training, incentive and assessment for the front-line sales staff.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.72;F274

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本文編號：2049092