【摘要】：糖尿病目前已經(jīng)成為了全球一個(gè)嚴(yán)重的公共衛(wèi)生問題,每年死于糖尿病的人數(shù)遠(yuǎn)遠(yuǎn)高于死于艾滋病的人數(shù),它已經(jīng)成為發(fā)達(dá)國(guó)家繼心血管病和腫瘤之后的第三大非傳染性疾病。中國(guó)已經(jīng)成為糖尿病人口大國(guó),可能達(dá)到警戒級(jí)別。隨著我國(guó)改革開放的深入,農(nóng)村城鎮(zhèn)化,肥胖人群和老齡人口的增加,妊娠期糖尿病的增加,糖尿病患病人數(shù)還將繼續(xù)上升。疾病患病率上升的結(jié)果是糖尿病用藥市場(chǎng)規(guī)模的快速增大。因此,糖尿病口服用藥是國(guó)內(nèi)外眾多藥企爭(zhēng)搶的疾病市場(chǎng)。G產(chǎn)品是在上述背景下,由N公司在2012年中國(guó)市場(chǎng)上推出的一類新型糖尿病口服用藥。而同類的產(chǎn)品已經(jīng)在中國(guó)市場(chǎng)上推出,并陸續(xù)有更多的DPP4抑制劑原研及仿制藥將出現(xiàn)在中國(guó)的醫(yī)藥市場(chǎng)上并形成競(jìng)爭(zhēng)。制定完善、合理的市場(chǎng)營(yíng)銷策略是決定企業(yè)發(fā)展和市場(chǎng)競(jìng)爭(zhēng)中的關(guān)鍵性因素。本文擬通過對(duì)G產(chǎn)品的內(nèi)外部情況進(jìn)行深入的調(diào)研,首先利用PEST分析方法、4P理論以及SWOT對(duì)G產(chǎn)品的行業(yè)宏觀和微觀環(huán)境進(jìn)行分析并識(shí)別G產(chǎn)品的優(yōu)劣勢(shì),從而抓住機(jī)遇,發(fā)揮優(yōu)勢(shì),規(guī)避風(fēng)險(xiǎn),并從處方藥營(yíng)銷重要影響因素患者區(qū)隔、醫(yī)生對(duì)藥品的采納和化合物的治療吸引力三方面分析G產(chǎn)品營(yíng)銷策略制定重要因素,使用STP方法制定G產(chǎn)品的市場(chǎng)定位,從而得出G產(chǎn)品在中國(guó)市場(chǎng)的營(yíng)銷策略方案。最后,從營(yíng)銷團(tuán)隊(duì)構(gòu)建、企業(yè)文化的營(yíng)造、加強(qiáng)市場(chǎng)調(diào)研和反饋的制定、學(xué)術(shù)平臺(tái)搭建提出確保G產(chǎn)品的市場(chǎng)營(yíng)銷策略的保證實(shí)施,分析出在競(jìng)爭(zhēng)日益激烈的市場(chǎng)環(huán)境下,企業(yè)能夠提高營(yíng)銷水平、提高市場(chǎng)競(jìng)爭(zhēng)力的幾個(gè)方面,從而期望G產(chǎn)品能夠在中國(guó)市場(chǎng)營(yíng)銷上取得成功。
[Abstract]:Diabetes has become a serious global public health problem, the number of deaths per year is far higher than the number of deaths from AIDS, it has become the third largest non-communicable disease after cardiovascular disease and cancer in developed countries. China has become a country with a large population of diabetes and may reach a warning level. With the deepening of reform and opening up in China, the urbanization of rural areas, the increase of obese population and aging population, and the increase of gestational diabetes mellitus, the number of diabetic patients will continue to rise. The result of the rise in disease prevalence is a rapid increase in the scale of the drug market for diabetes. Therefore, oral diabetes medication is a new type of diabetes oral drug used by N Company in China in 2012, which is a disease market competing for by many drug companies at home and abroad. Similar products have been launched in the Chinese market, and more DPP4 inhibitors and generic drugs will appear in the Chinese pharmaceutical market and form competition. Making perfect and reasonable marketing strategy is the key factor in enterprise development and market competition. In this paper, through the deep investigation of the internal and external situation of G products, first of all, we use PEST analysis method and SWOT to analyze the macro and micro environment of G products and identify the advantages and disadvantages of G products, so as to seize the opportunity. Exerting advantages, avoiding risks, and analyzing the important factors of making G product marketing strategy from three aspects: patients' distinction, doctors' adoption of drugs and the therapeutic attraction of compounds. The market orientation of G product is established by STP method, and the marketing strategy of G product in China is obtained. Finally, from the marketing team construction, the enterprise culture construction, strengthens the market research and the feedback formulation, the academic platform construction proposed to ensure the G product marketing strategy guarantee implementation, analyzed in the increasingly competitive market environment, Enterprises can improve the marketing level and improve the competitiveness of the market in several aspects, so that G products can be expected to be successful in Chinese marketing.
【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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本文編號(hào)：2157780