本文關(guān)鍵詞：GY醫(yī)藥公司OTC產(chǎn)品市場營銷策略研究　出處：《上海交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： GY醫(yī)藥 “新醫(yī)改” OTC 營銷策略 優(yōu)化創(chuàng)新

【摘要】：2009年,國家陸續(xù)頒布并實施了新的醫(yī)藥衛(wèi)生體制改革(簡稱“新醫(yī)改”)政策文件,醫(yī)藥市場競爭壓力也越發(fā)激烈,醫(yī)藥企業(yè)調(diào)整和創(chuàng)新營銷模式就迫在眉睫。醫(yī)藥市場營銷在整個醫(yī)藥產(chǎn)業(yè)鏈中的作用至關(guān)重要,可以說是實現(xiàn)藥品價值的最關(guān)鍵的一個環(huán)節(jié)。我國醫(yī)藥企業(yè)面臨著新的機遇和挑戰(zhàn),GY醫(yī)藥公司開始對內(nèi)外部營銷環(huán)境和自身營銷模式和現(xiàn)狀進行重新審視和診斷分析,從而找到營銷過程中的問題和根源,試圖對現(xiàn)有營銷模式和策略進行調(diào)整和優(yōu)化,找到更加適合新形勢要求的營銷模式,提升自己在行業(yè)中的競爭力和市場業(yè)績表現(xiàn)。本文總結(jié)我國醫(yī)藥市場的特征和發(fā)展趨勢,把握競爭格局的演變特點,以市場營銷理論、OTC相關(guān)理論和醫(yī)藥營銷理論等為理論基礎(chǔ);以我國“新醫(yī)改”為大背景,通過對GY醫(yī)藥公司所面臨的內(nèi)外部市場環(huán)境的研究,分析GY醫(yī)藥公司的經(jīng)營現(xiàn)狀和營銷系統(tǒng)現(xiàn)狀和問題,主要包括產(chǎn)品品牌單一、渠道推動力不強、創(chuàng)新能力不足、終端展示不到位等;最后提出一套系統(tǒng)的GY醫(yī)藥公司的營銷策略調(diào)整思路和優(yōu)化體系,制定了產(chǎn)品、渠道、定價和促銷的營銷組合策略和具體的實施建議。
[Abstract]:In 2009, the country promulgated and implemented the new medical and health system reform (referred to as "the new medical reform") policy document one after another, and the competition pressure in the medicine market became more and more intense. It is urgent for pharmaceutical enterprises to adjust and innovate the marketing mode. The role of pharmaceutical marketing in the whole pharmaceutical industry chain is very important. It can be said that it is the most critical link to realize the value of drugs. Chinese pharmaceutical enterprises are facing new opportunities and challenges. GY Pharmaceutical Company began to re-examine and diagnose the internal and external marketing environment and its own marketing model and current situation in order to find out the problems and root causes in the process of marketing. Try to adjust and optimize the existing marketing model and strategy to find a more suitable marketing model for the new situation. To improve their competitiveness and market performance in the industry. This paper summarizes the characteristics and development trends of the pharmaceutical market in China, grasp the evolution of the competitive pattern of the characteristics of the marketing theory. OTC related theory and pharmaceutical marketing theory as the theoretical basis; Based on the background of "New Medical Reform" in China, through the study of the internal and external market environment faced by GY Pharmaceutical Company, this paper analyzes the management status and marketing system status and problems of GY Pharmaceutical Company. Mainly includes the product brand single, the channel impetus is not strong, the innovation ability is insufficient, the terminal display is not in place and so on; Finally, a set of systematic GY pharmaceutical company's marketing strategy adjustment thinking and optimization system are put forward, and the marketing combination strategy of product, channel, pricing and promotion is formulated and concrete implementation suggestions are made.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.72

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