發(fā)布時間：2019-06-10 06:00

【摘要】：近幾年,一系列針對醫(yī)藥行業(yè)的宏觀政策的陸續(xù)出臺,極大地釋放了消費(fèi)者對于藥品的消費(fèi)需求,提高了對各醫(yī)藥企業(yè)的管理要求。2015年是“十二五”規(guī)劃的收官之年,回顧過往四年,國內(nèi)醫(yī)藥行業(yè)快速增長。與此同時,很多企業(yè)也加入到瓜分醫(yī)藥市場份額的隊伍中來,持續(xù)的競爭加快了醫(yī)藥行業(yè)重新洗牌的進(jìn)程。如何在激烈的競爭中求得生存和發(fā)展,是當(dāng)前所有醫(yī)藥企業(yè)必須思考的一個話題。因此,醫(yī)藥企業(yè)需要重新認(rèn)識自己,改變原有營銷思路,盡快制定符合自身發(fā)展的營銷策略,保證企業(yè)持續(xù)健康發(fā)展。近幾年隨著競爭對手的加入和壯大,頸復(fù)康藥業(yè)銷售增長緩慢,公司內(nèi)部存在的諸如產(chǎn)品結(jié)構(gòu)單一、品牌意識缺乏、終端價格混亂、渠道管理乏力、促銷投入不足等問題開始顯現(xiàn)。今年公司提出到2018年實(shí)現(xiàn)20億的銷售目標(biāo),四年時間要實(shí)現(xiàn)這一宏偉目標(biāo)迫切要求公司制定一套符合公司發(fā)展要求的營銷策略以指導(dǎo)公司未來的營銷工作。本文以營銷相關(guān)理論為指導(dǎo),在對頸復(fù)康藥業(yè)營銷現(xiàn)狀分析的基礎(chǔ)上提出了營銷問題所在,并分析了問題產(chǎn)生的原因,文章明確了公司產(chǎn)品定位,對公司所面臨的環(huán)境及自身的優(yōu)劣進(jìn)行了逐一分析。在此基礎(chǔ)上,制定了包括產(chǎn)品策略、價格策略、渠道策略和促銷策略等內(nèi)容的營銷策略,最后提出了營銷策略實(shí)施的保障措施,確保營銷策略的實(shí)施效果。
[Abstract]:In recent years, a series of macro policies for the pharmaceutical industry have been issued one after another, which has greatly released the consumer demand for drugs and raised the management requirements for various pharmaceutical enterprises. 2015 is the end year of the 12th five-year Plan. Looking back on the past four years, the domestic pharmaceutical industry is growing rapidly. At the same time, many enterprises have also joined the team to divide the pharmaceutical market share, and the continuous competition has accelerated the process of reshuffling the pharmaceutical industry. How to survive and develop in the fierce competition is a topic that all pharmaceutical enterprises must think about at present. Therefore, pharmaceutical enterprises need to re-understand themselves, change the original marketing ideas, and formulate marketing strategies in line with their own development as soon as possible, so as to ensure the sustainable and healthy development of enterprises. In recent years, with the entry and growth of competitors, the sales growth of Jingfukang Pharmaceutical Industry has been slow, such as single product structure, lack of brand awareness, chaotic terminal price and weak channel management. Problems such as insufficient investment in promotion began to emerge. This year, the company has set a sales target of 2 billion by 2018. In order to achieve this grand goal in four years, the company urgently needs to formulate a set of marketing strategies that meet the requirements of the company's development to guide the company's future marketing work. Guided by the relevant theories of marketing, this paper puts forward the marketing problems on the basis of the analysis of the present marketing situation of Jingfukang Pharmaceutical Industry, and analyzes the causes of the problems, and clarifies the product positioning of the company. The environment faced by the company and its own advantages and disadvantages are analyzed one by one. On this basis, the marketing strategy including product strategy, price strategy, channel strategy and promotion strategy is worked out. finally, the safeguard measures for the implementation of marketing strategy are put forward to ensure the implementation effect of marketing strategy.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.72;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 王韓兵;;整轉(zhuǎn)后有線網(wǎng)絡(luò)未來發(fā)展的SWOT分析[J];廣播電視信息;2009年01期

2 陸鳳英;;品牌延伸優(yōu)劣勢分析及策略思考[J];社科縱橫;2006年01期

3 田園;;我國企業(yè)跨國并購失敗的原因分析[J];特區(qū)經(jīng)濟(jì);2008年10期

4 孫傳振;;銅陵市品牌代理商營銷現(xiàn)狀分析及對策研究[J];銅陵學(xué)院學(xué)報;2008年04期

5 王道軍;;試論我國醫(yī)藥市場的細(xì)分及其營銷策略探討[J];上海醫(yī)藥情報研究;1998年03期

6 王勇;姚燕萍;吳曉明;;我國醫(yī)藥企業(yè)營銷模式的戰(zhàn)略選擇[J];中國藥事;2012年05期

7 張學(xué);徐懷伏;;優(yōu)化醫(yī)藥企業(yè)營銷模式研究——以國內(nèi)醫(yī)藥為例[J];現(xiàn)代商貿(mào)工業(yè);2013年12期

8 李善舉;;直面監(jiān)督,以誠致勝——訪頸復(fù)康藥業(yè)集團(tuán)董事長李沈明[J];中國食品藥品監(jiān)管;2013年09期

相關(guān)碩士學(xué)位論文 前6條

1 楊桂茂;AI藥業(yè)公司糖尿病治療新藥的營銷策略研究[D];蘭州大學(xué);2011年

2 王軍利;OTC品牌延伸研究[D];西安理工大學(xué);2006年

3 宋麗華;快速消費(fèi)品品牌延伸有效性評價研究[D];山東大學(xué);2010年

4 鄧博;醫(yī)藥行業(yè)品牌營銷戰(zhàn)略研究[D];北京交通大學(xué);2010年

5 莊飛翔;先鋒電器集團(tuán)市場營銷管理研究[D];湘潭大學(xué);2011年

6 蔡成旺;承德頸復(fù)康藥業(yè)市場營銷策略研究[D];電子科技大學(xué);2011年

，

本文編號：2496228