【摘要】：隨著我國(guó)市場(chǎng)經(jīng)濟(jì)的快速發(fā)展,國(guó)內(nèi)醫(yī)藥市場(chǎng)也隨著國(guó)外醫(yī)藥企業(yè)進(jìn)入而迅猛發(fā)展。就糖尿病領(lǐng)域而言,2013年中國(guó)糖尿病用藥市場(chǎng)規(guī)模已達(dá)173-3億元,預(yù)計(jì)2018年糖尿病用藥市場(chǎng)規(guī)模將達(dá)到341.4億元。伴隨而來(lái)的是藥品市場(chǎng)競(jìng)爭(zhēng)的日益激烈,就目前已經(jīng)進(jìn)入糖尿病領(lǐng)域并形成規(guī)模的的外資企業(yè)就有拜耳、諾和諾德、施貴寶、禮來(lái)、賽諾菲、諾華、阿斯利康、輝瑞,默沙東等。這些企業(yè)在為推動(dòng)全球糖尿病的治療和發(fā)展做出了巨大的貢獻(xiàn)的同時(shí),也獲得了糖尿病市場(chǎng)的較大的市場(chǎng)份額,因此,各家公司之間的產(chǎn)品在糖尿病市場(chǎng)中的競(jìng)爭(zhēng)也非常強(qiáng)烈,所以產(chǎn)品的療效和有競(jìng)爭(zhēng)力的市場(chǎng)營(yíng)銷策略在競(jìng)爭(zhēng)中就顯得至關(guān)重要。文章查閱了諸多文獻(xiàn)資料,詳細(xì)了解了市場(chǎng)營(yíng)銷的相關(guān)概念,并對(duì)市場(chǎng)營(yíng)銷的相關(guān)理論如SWOT分析法、STP分析法,組合營(yíng)銷理論等進(jìn)行研究比較分析。文章還對(duì)市場(chǎng)營(yíng)銷管理發(fā)展現(xiàn)狀進(jìn)行了描述,同時(shí),對(duì)已有藥品市場(chǎng)營(yíng)銷策略研究的內(nèi)容、方法進(jìn)行了比較分析,以便為課題的研究提供理論和實(shí)踐依據(jù)。文章的主體部分對(duì)目前公司的情況進(jìn)行了描述分析,也分析了糖尿病市場(chǎng)的發(fā)展概況。依據(jù)以上分析,文章首先運(yùn)用SWOT分析法分析了佳維樂(lè)的內(nèi)部環(huán)境的優(yōu)勢(shì)和劣勢(shì)、外部環(huán)境的機(jī)會(huì)和威脅,并制定了佳維樂(lè)的相關(guān)戰(zhàn)略方案。其次,文章應(yīng)用STP分析法對(duì)糖尿病市場(chǎng)進(jìn)行細(xì)分,選擇佳維樂(lè)的目標(biāo)市場(chǎng),并確定佳維樂(lè)的市場(chǎng)定位。最后,文章在4P營(yíng)銷策略的基礎(chǔ)上,結(jié)合服務(wù)營(yíng)銷的3P,運(yùn)用7P營(yíng)銷組合策略制定了佳維樂(lè)的產(chǎn)品、定價(jià)、渠道、促銷、人員、有形展示和過(guò)程策略。為藥品市場(chǎng)營(yíng)銷的研究提供了一個(gè)可以參考的理論研究方法。綜合以上研究,文章認(rèn)為,現(xiàn)有的市場(chǎng)營(yíng)銷方法對(duì)藥品的市場(chǎng)營(yíng)銷策略制定具有實(shí)際的指導(dǎo)意義。鑒于藥品這一商品的特殊性,現(xiàn)有的藥品市場(chǎng)策略研究方法需要根據(jù)相應(yīng)的藥品特點(diǎn)制定合適的組合營(yíng)銷策略。對(duì)于未來(lái)藥品市場(chǎng)營(yíng)銷管理的發(fā)展,文章認(rèn)為未來(lái)醫(yī)藥市場(chǎng)的營(yíng)銷將更趨向于服務(wù)性,醫(yī)藥市場(chǎng)營(yíng)銷策略的制定需要更多地考慮提供服務(wù)營(yíng)銷的策略。
[Abstract]:With the rapid development of China's market economy, the domestic pharmaceutical market has also developed rapidly with the entry of foreign pharmaceutical enterprises. As far as diabetes is concerned, China's diabetes drug market has reached 173-300 million yuan in 2013 and is expected to reach thirty four billion one hundred and thirty nine million nine hundred and ninety nine thousand nine hundred and ninety nine yuan in 2018. With the increasingly fierce competition in the pharmaceutical market, the foreign companies that have entered the diabetes field and formed a scale are Bayer, Novartis, Squib, Lilly, Sanofi, Novartis, AstraZeneca and Pfizer. Mercadon, etc. While making great contributions to the treatment and development of diabetes worldwide, these enterprises have also gained a large market share of the diabetes market, so the competition among companies in the diabetes market is also very strong. Therefore, the efficacy of the product and competitive marketing strategy is very important in the competition. This article has consulted a lot of literature materials, has understood the related concept of marketing in detail, and has carried on the comparative analysis to the marketing related theory such as the SWOT analysis, the STP analysis, the combination marketing theory and so on. The article also describes the current situation of marketing management, and compares and analyzes the contents and methods of the research on the marketing strategy of the existing drugs, in order to provide theoretical and practical basis for the research of the subject. The main part of the article describes and analyzes the current situation of the company, but also analyzes the general situation of the development of the diabetes market. Based on the above analysis, this paper first analyzes the advantages and disadvantages of the internal environment, the opportunities and threats of the external environment by using the SWOT analysis method, and draws up the relevant strategic scheme of the Jiaviluo. Secondly, the article uses STP analysis to segment the diabetes market, select the target market of Jiaviluo, and determine the market positioning of Jiaviluo. Finally, on the basis of 4p marketing strategy and combined with 3P of service marketing, this paper applies 7p marketing mix strategy to formulate the product, pricing, channel, promotion, personnel, physical display and process strategy of Jiaviele. It provides a reference theoretical research method for the research of drug marketing. Based on the above research, the paper holds that the existing marketing methods have practical guiding significance to the formulation of marketing strategies of drugs. In view of the particularity of this commodity, the current drug market strategy research methods need to formulate appropriate combination marketing strategies according to the characteristics of the corresponding drugs. For the development of pharmaceutical marketing management in the future, this paper thinks that the future marketing of pharmaceutical market will be more service-oriented, and the formulation of pharmaceutical marketing strategy requires more consideration of the strategy of providing service marketing.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.72

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