【摘要】：進入21世紀,中國的經(jīng)濟有了突飛猛進的發(fā)展,綜合實力不斷提升,但環(huán)境污染和生態(tài)破環(huán)也日益嚴重。生態(tài)破環(huán)造成食物和水源的污染,快節(jié)奏的生活讓人們的壓力不斷增加,許多疾病的發(fā)病率也日益上升。據(jù)2012年世界癌癥報告顯示,全世界每年惡性腫瘤新增患者約1400萬,死亡約800萬,在新產(chǎn)生的患者中,我國居民占全世界總發(fā)病人數(shù)的22%,死亡人數(shù)占26%,超過全世界癌癥患者死亡總數(shù)的四分之一。2014年我國醫(yī)藥工業(yè)總產(chǎn)值達到25798億元,同比增長15.7%。預計2020年中國會成為僅次于美國的第二大醫(yī)藥生產(chǎn)國和消費國。從全球范圍內(nèi)來看,醫(yī)藥行業(yè)在疲軟的全球經(jīng)濟中一枝獨秀。據(jù)IMS統(tǒng)計數(shù)據(jù),2014年全球醫(yī)藥市場規(guī)模約10650億美元,醫(yī)療器械市場規(guī)模為3450億美元左右。國務院總理李克強在新醫(yī)改方面強調(diào)三醫(yī)聯(lián)動,即“醫(yī)保、醫(yī)療、醫(yī)藥”緊密結(jié)合,協(xié)同改革。在政府的科學引導下也出現(xiàn)了一些新的氣象,三明模式、寧波模式、烏海模式都是改革的先鋒,也成為2015年醫(yī)療行業(yè)的熱門話題。在全民醫(yī)保,節(jié)約控費的背景下,我國醫(yī)藥企業(yè)如何緊跟時代脈搏,在研發(fā)創(chuàng)新能力、經(jīng)營運作能力以及營銷推廣能力上獲得全面的提升成為醫(yī)藥企業(yè)面臨的重要課題。甲磺酸阿帕替尼是新型靶向抗癌藥物,屬于自主研發(fā)的1.1類新藥,此產(chǎn)品在這一領域已經(jīng)站在了制藥企業(yè)第一梯隊的起跑線上。但是研發(fā)經(jīng)驗的積淀與積累,并不能完全運用于產(chǎn)品的市場運作方面。一個優(yōu)秀的創(chuàng)新產(chǎn)品,不僅要的治療效果上有顯著的優(yōu)勢,而且要在市場運作和營銷策劃方面有出色的表現(xiàn),只有這樣才能在眾多競爭對手中脫穎而出,取得經(jīng)濟效益和社會效益的雙豐收。甲磺酸阿帕替尼的營銷模式成功與否,也關系到后面其他產(chǎn)品未來的經(jīng)濟價值和市場前景。因此,運用市場營銷學的基本理論和分析方法,深入分析研究甲磺酸阿帕替尼營銷方案并從中積累經(jīng)驗對后續(xù)產(chǎn)品的市場運作用也有重要的意義。
[Abstract]:In the 21st century, China's economy has developed by leaps and bounds, and its comprehensive strength has been continuously improved, but environmental pollution and ecological destruction have become increasingly serious. Ecological destruction causes pollution of food and water, fast-paced life is increasing people's stress, and the incidence of many diseases is on the rise. According to the 2012 World Cancer report, there are about 14 million new cases of malignant tumors and about 8 million deaths in the world every year. Among the newly developed patients, the residents of our country account for 22 of the total number of cases in the world, and the number of deaths accounts for 26. In 2014, the total output value of China's pharmaceutical industry reached 2.5798 trillion yuan, an increase of 15.7% over the same period last year. China is expected to become the second largest pharmaceutical producer and consumer after the United States by 2020. Globally, the pharmaceutical industry dominates the weak global economy. According to IMS, the global pharmaceutical market was about $1.065 trillion in 2014, and the medical device market was about $345 billion. Premier Li Keqiang of the State Council stressed the three medical linkage in the new health care reform, that is, "health care, medicine," a close combination of coordinated reform. Under the scientific guidance of the government, some new phenomena have emerged. The Sanming model, Ningbo model and Wuhai model are the vanguard of the reform and have become a hot topic in the medical industry in 2015. Under the background of universal medical insurance and cost saving, how to keep up with the pulse of the times and how to improve the ability of R & D innovation, operation and marketing has become an important issue facing pharmaceutical enterprises. Apatinib mesylate is a new type of anticancer drug, which belongs to the category 1.1 new drug developed by itself. This product has been on the starting line of the first echelon of pharmaceutical enterprises in this field. However, the accumulation and accumulation of R & D experience can not be fully applied to the market operation of products. An excellent innovative product not only has significant advantages in therapeutic effect, but also has outstanding performance in market operation and marketing planning. Only in this way can it stand out among many competitors. To achieve economic and social benefits of the double harvest. The success of Apatinib is also related to the future economic value and market prospects of other products. Therefore, it is of great significance to use the basic theory and analytical method of marketing to analyze and study the marketing scheme of Apatinib mesylate and to accumulate experience from it.
【學位授予單位】：中央民族大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F426.72

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