發(fā)布時(shí)間：2018-05-27 23:00

  本文選題：醫(yī)藥企業(yè) + 營銷策略��； 參考：《安徽大學(xué)》2014年碩士論文

【摘要】：國內(nèi)高新技術(shù)的生物制藥行業(yè)作為一種技術(shù)性強(qiáng)的新興產(chǎn)業(yè),一直以來都只強(qiáng)調(diào)技術(shù)和生產(chǎn),而輕視甚至是忽視了市場和營銷。隨著越來越多的擁有世界領(lǐng)先的先進(jìn)制藥技術(shù)、強(qiáng)大的資金實(shí)力、先進(jìn)的市場營銷理念、合理的銷售組織架構(gòu)、豐富的市場營銷經(jīng)驗(yàn)的如美國強(qiáng)生公司、英國葛蘭素史克公司、美國惠氏公司等外國知名制藥企業(yè)進(jìn)入中國,相繼發(fā)展；隨著國外制藥企業(yè)在我國行政保護(hù)的結(jié)束,技術(shù)壁壘的放開,我國藥品仿制技術(shù)的提升,國內(nèi)同行業(yè)競爭越來越激烈。由此,國內(nèi)的高新技術(shù)的生物制藥企業(yè)如何進(jìn)行系統(tǒng)的市場營銷環(huán)境研究,如何明確企業(yè)面臨的機(jī)會(huì)、威脅和自身的優(yōu)勢、劣勢,如何建立、健全企業(yè)的市場營銷組合策略,如何進(jìn)行相應(yīng)的實(shí)施保障,最終實(shí)現(xiàn)企業(yè)可持續(xù)的健康發(fā)展就成了企業(yè)必須要面對(duì)和解決的問題。 針對(duì)以上的現(xiàn)實(shí)背景,本文以安徽省內(nèi)某擁有從原料藥生產(chǎn)到中間體生產(chǎn)到制劑生產(chǎn)到銷售一體產(chǎn)業(yè)鏈的高新技術(shù)的生物制藥企業(yè)為例,在回顧了相關(guān)的市場營銷基礎(chǔ)理論和相關(guān)方法的基礎(chǔ)上,借助"PEST分析”等方法分析了企業(yè)的宏觀環(huán)境、行業(yè)環(huán)境和目標(biāo)市場上的主要競爭對(duì)手,通過"SWOT分析法”明確了企業(yè)面臨的市場機(jī)會(huì)、威脅及企業(yè)自身相較競爭對(duì)手的優(yōu)勢、劣勢,最后借助“4Ps”這一核心的市場營銷組合策略,從產(chǎn)品、價(jià)格、渠道、促銷四個(gè)方面及信息時(shí)代的網(wǎng)絡(luò)意識(shí)進(jìn)行了企業(yè)市場營銷組合策略的改進(jìn),并明確需通過完善企業(yè)現(xiàn)有的市場營銷組織機(jī)構(gòu)；制定、實(shí)施、控制市場營銷計(jì)劃；加強(qiáng)市場營銷人員管理；完善市場信息搜集體系；樹立市場戰(zhàn)略觀念等舉措建立高效的營銷管理體系為企業(yè)市場營銷組合策略的實(shí)施提供保障。 本文的研究從研究企業(yè)的實(shí)際出發(fā),結(jié)合工作實(shí)際,實(shí)事求是地分析其市場營銷的內(nèi)、外部環(huán)境,針對(duì)其市場營銷現(xiàn)狀和問題提出了針對(duì)性、可行性、可操作性強(qiáng)的優(yōu)化方案及實(shí)施保障。本文的研究成果不僅能對(duì)B企業(yè)的市場營銷組合策略的改進(jìn)起到積極作用,而且通過探討高新技術(shù)的生物制藥企業(yè)在市場營銷管理中的不足及對(duì)策,對(duì)于其他相關(guān)企業(yè)的市場營銷實(shí)踐也將會(huì)提供一定的參考意義。
[Abstract]:As a new industry with strong technology, the domestic high-tech biopharmaceutical industry has always emphasized only technology and production, while neglecting and even neglecting the market and marketing. With more and more advanced pharmaceutical technology, strong financial strength, advanced marketing concept, reasonable sales organization structure, rich marketing experience such as Johnson, GlaxoSmithKline, the United States, the United Kingdom, GlaxoSmithKline Co., Ltd. With the end of administrative protection of foreign pharmaceutical enterprises in China, the opening of technical barriers and the promotion of imitation technology in China, the competition in the same field is becoming more and more fierce. Therefore, the domestic high-tech biopharmaceutical enterprises how to carry on the systematic marketing environment research, how to make clear the opportunity, the threat and the own superiority, the inferiority, how to establish and perfect the marketing combination strategy of the enterprise, How to carry on the corresponding implementation guarantee, finally realizes the enterprise sustainable healthy development has become the enterprise must face and solve the question. In view of the above realistic background, this paper takes a high-tech biopharmaceutical enterprise in Anhui Province as an example, which has integrated industry chain from raw drug production to intermediate production to preparation production to sales. On the basis of reviewing the basic theories and methods of marketing, this paper analyzes the macro environment, the industry environment and the main competitors in the target market by means of "PEST analysis" and other methods. Through "SWOT analysis", the paper defines the market opportunities, threats and the advantages and disadvantages of the enterprises compared with their competitors. Finally, with the help of "4Ps", the core marketing combination strategy, from the product, the price, the channel, The four aspects of promotion and the network consciousness of the information age have carried on the improvement of the marketing combination strategy of the enterprise, and have made it clear that the marketing organization should be perfected, the marketing plan should be formulated, implemented and controlled, and the marketing plan should be established, implemented and controlled. Strengthen the marketing personnel management, perfect the market information collection system, set up the market strategy idea and establish the efficient marketing management system to provide the guarantee for the implementation of the marketing combination strategy of the enterprise. The research of this paper starts from the reality of the research enterprise, combines the work reality, analyzes the internal and external environment of its marketing realistically, and puts forward the pertinence and feasibility according to the present situation and problems of its marketing. Operable optimization scheme and implementation guarantee. The research results of this paper can not only play a positive role in improving the marketing mix strategy of B enterprise, but also discuss the shortcomings and countermeasures of high-tech biopharmaceutical enterprises in marketing management. The marketing practice of other related enterprises will also provide some reference significance.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72;F274

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