【摘要】：近年來,由于政府對“大健康產(chǎn)業(yè)”的倡導和支持,新醫(yī)改提出了“以預防為主”的方針,國家中醫(yī)藥管局也明確提出了“治未病”的醫(yī)療指導原則。尤其是《中醫(yī)藥法》的頒布,使得中醫(yī)藥行業(yè)作為傳統(tǒng)醫(yī)療被更多的人了解、認可和重視。中醫(yī)藥也發(fā)揮了自身特有的優(yōu)勢,促使我國傳統(tǒng)醫(yī)學以及相關(guān)產(chǎn)業(yè)都得到了快速的發(fā)展。中藥飲片行業(yè)作為傳統(tǒng)行業(yè),進入門檻不高,產(chǎn)品集中度較低,企業(yè)規(guī)模相對不大,產(chǎn)品的同質(zhì)化生產(chǎn)情況嚴重。為了在競爭激烈的市場環(huán)境下,企業(yè)能夠有更大的生存空間、更好的發(fā)展,就一定要以足夠清晰的認識為基礎(chǔ),以明確的發(fā)展戰(zhàn)略為保障,從市場營銷出發(fā),使得制訂出的營銷戰(zhàn)略能夠充分利用、發(fā)揮自身優(yōu)質(zhì)資源配置,維持可持續(xù)發(fā)展高度,最終達到競爭優(yōu)勢地位。在這一背景之下,本文希望通過對至信藥業(yè)中藥飲片營銷戰(zhàn)略的研究,為企業(yè)進一步拓展中藥飲片市場、提供營銷發(fā)展動力,從而更好拓展企業(yè)市場份額,達到提升企業(yè)競爭優(yōu)勢,增強企業(yè)實力的目標。本文通過對重要營銷理論的回顧,如五力模型、PESE分析法、4P市場營銷組合等,分析了中藥飲片所處的行業(yè)及至信藥業(yè)內(nèi)外部環(huán)境狀況;應用SWOT分析,明確了本企業(yè)當前存在的優(yōu)勢、劣勢以及面臨的機遇和挑戰(zhàn);采用STP營銷理論對至信藥業(yè)中藥飲片目標市場的選擇和定位進行了深入的分析,研究得出了適合本企業(yè)的營銷戰(zhàn)略,確立了營銷體系。同時,對照至信藥業(yè)制定的營銷策略,建立了實施工作的保障措施,包括營銷戰(zhàn)略實施的組織保障、管理機制和風險控制三個部分,使其能夠緊跟國家政策、抓牢發(fā)展機遇、最大限度發(fā)揮自身優(yōu)勢。此外,希望通過本文對至信藥業(yè)中藥飲片的營銷戰(zhàn)略的研究,為中藥行業(yè)同類企業(yè)有關(guān)市場營銷方面的理論和實踐提供補充和參考,最終對企業(yè)未來的營銷決策與執(zhí)行提供一定的指導價值。
[Abstract]:In recent years, due to the government's advocacy and support for the "big health industry", the new medical reform has put forward the policy of "focusing on prevention", and the State Administration of traditional Chinese Medicine has also clearly put forward the medical guiding principle of "treating the disease without disease". In particular, the promulgation of the Chinese Medicine Law makes the traditional Chinese medicine industry as more people understand, recognition and attention. Traditional Chinese medicine has also developed its own unique advantages, which has promoted the rapid development of Chinese traditional medicine and related industries. As a traditional industry, the traditional Chinese medicine industry has low entry threshold, low product concentration, relatively small scale of enterprises, and serious homogenization of products. In order to have a greater living space and better development in a competitive market environment, enterprises must base themselves on a clear understanding, take a clear development strategy as a guarantee, and proceed from marketing. So that the marketing strategy can be fully utilized, give play to its own high-quality resource allocation, maintain a high level of sustainable development, and finally achieve competitive advantage. Under this background, this paper hopes that through the research on the marketing strategy of traditional Chinese medicine pieces in Zhixin pharmaceutical industry, it can further expand the market of traditional Chinese medicine and provide the motive force for the development of marketing, so as to expand the market share of enterprises better. To improve the competitive advantage of enterprises, enhance the strength of the objectives of enterprises. Based on the review of important marketing theories, such as five-force model, PESE analysis method and 4P marketing combination, this paper analyzes the internal and external environment of the Chinese herbal medicine industry. By using SWOT analysis, the advantages, disadvantages, opportunities and challenges faced by the enterprise are defined. The selection and orientation of the target market of traditional Chinese medicine in Zhixin pharmaceutical industry are analyzed by using STP marketing theory. The marketing strategy suitable for this enterprise is obtained and the marketing system is established. At the same time, compared with the marketing strategy formulated by the pharmaceutical industry, it establishes the safeguard measures for the implementation of the work, including the organizational guarantee, the management mechanism and the risk control of the implementation of the marketing strategy, so that it can keep up with the national policies and grasp the opportunities for development. Maximize your own advantages. In addition, it is hoped that the research on the marketing strategy of traditional Chinese medicine in Zhixin pharmaceutical industry will provide a supplement and reference for the marketing theory and practice of the similar enterprises in the traditional Chinese medicine industry. Finally, it provides certain guiding value for the future marketing decision and execution of enterprises.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.72

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