【摘要】：風(fēng)濕疼痛、腰酸背痛、跌打腫痛等各種疼痛隨處可見,關(guān)節(jié)炎、肩周炎、頸椎病、骨質(zhì)增生等疾病嚴(yán)重影響人類健康。傳統(tǒng)的口服藥物、手術(shù)等方式對身體的傷害較大,新型透皮制劑通過“內(nèi)病外治”方式治療疾病,不傷肝腎,以療效顯著、安全性高、無副作用等優(yōu)點深受廣大消費者喜愛。在止痛貼膏領(lǐng)域,云南白藥、羚銳、奇正等品牌競爭日趨激烈,在進口原材料持續(xù)漲價的大背景下,如何使新上市的產(chǎn)品能在劇烈的市場競爭中占有一席之地,并不斷發(fā)展壯大,市場營銷尤為重要。本文以QB公司止痛貼膏為例,通過對外用貼膏劑的營銷環(huán)境進行分析,運用“五力模型”明確公司的機會和威脅,結(jié)合SWOT分析,確定公司的優(yōu)劣勢條件,從而通過市場細(xì)分、目標(biāo)市場選擇及市場定位,制定相應(yīng)的市場營銷策略。論文通過文獻研究、問卷調(diào)研以及比較分析的方法,提出以國際領(lǐng)先技術(shù)水凝膠劑型增強藥物滲透和吸收,增強產(chǎn)品療效和體驗感,降低不良反應(yīng)的“差異化”產(chǎn)品策略；采取高品質(zhì),相同市場零售價的“高質(zhì)同價”價格策略；以連鎖藥店、醫(yī)院為主的營銷渠道構(gòu)建及多元化設(shè)計和廠商協(xié)同的渠道策略；以“祛風(fēng)又補腎,止痛更徹底”強調(diào)止痛徹底,治愈傷痛防復(fù)發(fā)的溝通訴求,整合傳統(tǒng)媒體,聚焦公益活動、事件營銷,多種傳播手段相結(jié)合,制定綜合有效的溝通策略,提高產(chǎn)品知名度,有效實現(xiàn)產(chǎn)品的銷售與推廣,使QB公司止痛貼膏具備競爭力,企業(yè)不斷發(fā)展壯大。
[Abstract]:Rheumatic pain, low back pain, fall swelling pain and other pain can be seen everywhere, arthritis, periarthritis of shoulder, cervical spondylosis, hyperosteogeny and other diseases seriously affect human health. Traditional oral drugs, surgery and other methods are more harmful to the body. The new transdermal preparation is popular with consumers for its advantages of "external treatment of internal and external diseases", no injury to liver and kidney, remarkable curative effect, high safety and no side effects. In the field of Zhitong paste, Yunnan Baiyao, antelope, Qizheng and other brands are becoming increasingly competitive. Under the background of the continuous increase in the price of imported raw materials, how to make the newly listed products occupy a place in the fierce market competition. And continue to develop and grow, marketing is particularly important. This paper takes the Zhitong paste of QB Company as an example, analyzes the marketing environment of external paste, uses the "five forces model" to clarify the opportunity and threat of the company, combined with SWOT analysis, determines the advantages and disadvantages of the company, so as to subdivide the market. Target market selection and market positioning, formulate the corresponding marketing strategy. Through literature research, questionnaire investigation and comparative analysis, this paper puts forward a "differentiated" product strategy to enhance the penetration and absorption of drugs, enhance the curative effect and experience of the products, and reduce the adverse reactions by using the international leading technology hydrogel dosage form to enhance the penetration and absorption of drugs, enhance the curative effect and experience of the products, and reduce the adverse reactions. Adopt the high quality, the same market retail price "high quality same price" price strategy, the chain drugstore, the hospital mainly the marketing channel construction and the diversification design and the manufacturer coordination channel strategy; With "dispelling the wind and tonifying the kidney, relieving pain more thoroughly", emphasizing the communication demand of relieving pain thoroughly, curing pain and preventing recurrence, integrating traditional media, focusing on public welfare activities, event marketing and various means of communication, we should formulate comprehensive and effective communication strategies. Improve the popularity of products, effectively achieve product sales and promotion, so that QB pain paste has competitiveness, the enterprise continues to develop and grow.
【學(xué)位授予單位】：云南大學(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：2496728