本文選題：YP制藥　切入點：杜密克藥品　出處：《廣西大學(xué)》2014年碩士論文

【摘要】：進(jìn)入二十一世紀(jì)以來,隨著社會老齡化、現(xiàn)代生活節(jié)奏的加快、飲食習(xí)慣的改變以及社會、心理等因素的影響,我國便秘的發(fā)病率呈現(xiàn)逐年升高的趨勢。便秘—這個似乎不值一提的“小毛病”,已成為越來越常見且威脅人類健康的病癥。面對巨大的便秘藥物市場,世界各大制藥企業(yè)紛紛加大力度研發(fā)用于治療便秘的藥物。然而,企業(yè)若想在市場中搶占更多的市場份額,并在激烈的便秘市場中取得有利的競爭優(yōu)勢,從而保證產(chǎn)品在競爭中立于不敗之地,制藥企業(yè)應(yīng)根據(jù)整體醫(yī)藥環(huán)境,找到適合自身發(fā)展的營銷模式,比如,清晰的市場定位,精細(xì)的市場細(xì)分,靈活的營銷手段等。 YP制藥是一家領(lǐng)先的、產(chǎn)品廣泛的、全球性的多元化醫(yī)療保健品公司,一直致力于探索維持健康的新藥品、新技術(shù)和新方法,產(chǎn)品涉及藥品、營養(yǎng)品、醫(yī)療器械、診斷儀器及試劑等多個領(lǐng)域。藥品領(lǐng)域中,分為消化、心血管、婦科、泌尿、神經(jīng)等產(chǎn)品線,其中,消化產(chǎn)品線最豐富,它擁有適用于肝病、胰腺和消化道疾病的共7個產(chǎn)品,杜密克藥品是消化產(chǎn)品線中銷售較大的產(chǎn)品之一,主要用于治療慢性或習(xí)慣性便秘及肝性腦病。 本論文以YP制藥為例,以自己負(fù)責(zé)的杜密克藥品為研究對象,充分運用市場營銷理論方面的知識,圍繞杜密克藥品特點,從產(chǎn)品、價格、渠道、營銷模式等方面對其進(jìn)行分析；而后,在基于SWOT分析的基礎(chǔ)上結(jié)合杜密克藥品的營銷目標(biāo)來確定產(chǎn)品的營銷策略；最后,為確保營銷策略的順利執(zhí)行,分析并找出企業(yè)內(nèi)部影響策略實施的因素,并提出合理的解決方案。 通過對YP制藥杜密克藥品的研究,本文得出結(jié)論：在市場經(jīng)濟飛速發(fā)展的今天,企業(yè)要想在競爭中處于不敗之地,就應(yīng)順著市場的發(fā)展變化不斷地調(diào)整自身,從而使企業(yè)不斷強大。同時,企業(yè)還必需不斷地加以創(chuàng)新,才能在激烈的競爭中有所發(fā)展。
[Abstract]:Since twenty-first Century, with the aging of society, the pace of modern life, changing eating habits and social effects, psychological factors, the incidence of our constipation rate showed a trend of increasing year by year. The constipation seems worth mentioning "small problems", has become increasingly common and threaten the health of human face disease. Constipation drug market is huge, the pharmaceutical world enterprises have increased efforts to develop drugs for treatment of constipation. However, if enterprises want to seize more market share in the market, and obtain the competitive advantage in the fierce market constipation, so as to ensure the products in an invincible position in the competition, pharmaceutical enterprises should be based on the overall environment of medicine and find the appropriate development of the marketing mode, for example, clear market positioning, precise market segmentation, flexible marketing means.
YP is a leading pharmaceutical products, broad, diversified global health care products company, has been committed to exploring new drugs to maintain health, new technologies and new methods, products related to medicine, nutrition, medical devices, diagnostic instruments and reagents in many fields. In the field of medicine, divided into cardiovascular, digestive, Department of Gynecology, Urology, nerve and other product lines, among them, the most abundant digestive product line, it has suitable for liver disease, a total of 7 products of pancreas and gastrointestinal diseases, drug Duphalac is one of the larger product sales digestion product line, mainly used in the treatment of chronic or habitual constipation and hepatic encephalopathy.
In this paper, YP pharmaceuticals, for example, to his own Duphalac drugs as the research object, make full use of the knowledge of the marketing theory, the characteristics of drug Duphalac secret from the product, price, channels, analysis of its marketing mode; then, based on the analysis of the SWOT on the combination of Duphalac drug marketing target to determine the product marketing strategy; finally, to ensure the smooth implementation of the marketing strategy, analyze and find out the factors of implementing the internal influence strategy, and puts forward the reasonable solution.
Through the research of YP pharmaceutical drug Duphalac, this paper draws the conclusion: in today's rapid economic development, enterprise wants to be in an invincible position in the competition, we should follow the development of the market changes constantly adjust itself, so as to make the enterprise more powerful. At the same time, enterprises also must constantly innovate, can develop in the fierce in the competition.

【學(xué)位授予單位】：廣西大學(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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本文編號：1711231