【摘要】：醫(yī)藥行業(yè)涉及國民健康、社會(huì)穩(wěn)定和經(jīng)濟(jì)發(fā)展,是國民經(jīng)濟(jì)中一個(gè)重要且特殊的行業(yè)。近年來,由于我國醫(yī)藥企業(yè)低水平重復(fù)建設(shè)以及藥品品種嚴(yán)重趨同的現(xiàn)狀,導(dǎo)致中國醫(yī)藥企業(yè)陷入惡性競爭,國家雖出臺(tái)了一系列宏觀調(diào)控措施,但要規(guī)范醫(yī)藥市場,再創(chuàng)醫(yī)藥事業(yè)的輝煌,還需要醫(yī)藥企業(yè)不斷創(chuàng)新,改善管理,走有序競爭之路。本文基于市場營銷戰(zhàn)略相關(guān)理論及本人在QJ藥業(yè)多年的工作經(jīng)驗(yàn),將營銷管理理論與企業(yè)的經(jīng)營運(yùn)作相結(jié)合,通過大量的調(diào)查研究,對(duì)QJ藥業(yè)當(dāng)前的營銷管理情況進(jìn)行了全方位的分析和研究,找出其營銷管理過程中存在的問題,進(jìn)而針對(duì)這些問題,結(jié)合當(dāng)前世界醫(yī)藥行業(yè)的發(fā)展現(xiàn)狀和市場特點(diǎn),提出了基于4Ps理論的營銷創(chuàng)新策略,分別從產(chǎn)品策略、價(jià)格策略、促銷策略、渠道策略及服務(wù)策略進(jìn)行展開,提出了具體的解決措施。此外,通過加強(qiáng)組織和信息系統(tǒng)的建設(shè)與管理、企業(yè)文化創(chuàng)新等保障營銷策略的有效實(shí)施,以期為QJ藥業(yè)股份有限公司乃至我國中小制藥企業(yè)在未來的市場競爭中謀取有利競爭地位提供借鑒。
[Abstract]:Pharmaceutical industry is an important and special industry in national economy, which involves national health, social stability and economic development. In recent years, as a result of the low level repeated construction of Chinese pharmaceutical enterprises and the serious convergence of drug varieties, Chinese pharmaceutical enterprises have fallen into vicious competition. Although the state has introduced a series of macro-control measures, it is necessary to standardize the pharmaceutical market. It is necessary for pharmaceutical enterprises to innovate, improve management and take the road of orderly competition. Based on the relevant theories of marketing strategy and my working experience in QJ pharmaceutical industry for many years, this paper combines the theory of marketing management with the operation of enterprises, through a large number of investigations and studies. This paper analyzes and studies the current marketing management of QJ pharmaceutical industry in all directions, finds out the problems existing in its marketing management process, and then combines the current development status and market characteristics of the pharmaceutical industry in the world, aiming at these problems. This paper puts forward the marketing innovation strategy based on 4Ps theory, which starts from product strategy, price strategy, promotion strategy, channel strategy and service strategy, and puts forward some concrete solutions. In addition, through strengthening the construction and management of the organization and information system, and ensuring the effective implementation of marketing strategies such as corporate culture innovation, In order to provide reference for QJ Pharmaceutical Co., Ltd. And the small and medium-sized pharmaceutical enterprises in our country to seek favorable competitive position in the future market competition.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.72

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相關(guān)碩士學(xué)位論文 前1條

1 牟永忠;DX藥業(yè)公司營銷策略研究[D];西南交通大學(xué);2006年

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本文編號(hào)：2426977