C公司抗癌類藥物營銷策略研究
發(fā)布時間：2019-07-09 19:06
【摘要】：癌癥對人們的生命生活帶來了極大的威脅和損害。一直以來,關(guān)于抗癌藥物的研發(fā),為更多的癌癥患者帶來生命的希望。在乳腺癌治療領(lǐng)域中,紫杉類藥物是不可或缺的化療用藥。相比傳統(tǒng)溶劑型紫杉醇,新型紫杉醇,C公司的A產(chǎn)品具有更高的緩解率、更短的緩解時間和更高的腫瘤縮小比例。由于是白蛋白結(jié)合型紫杉醇,其獨特的作用機制,是其最具代表的核心競爭力和差異化優(yōu)勢,也迎來了其更廣闊的市場機遇,本文就A產(chǎn)品的產(chǎn)品推廣策略進行全方面的分析。就其在同種領(lǐng)域的優(yōu)勢和差異性為其開拓更廣泛的適應范圍及治療領(lǐng)域。通過分析得出其發(fā)展的方向和實施策略。主要的分析成果為,在乳腺癌治療市場中,紫杉類藥物的市場份額高將近幾十億人民幣,這意味著白蛋白結(jié)合型紫杉醇有很大的市場機會。在白蛋白結(jié)合型紫杉醇上市的這五年里,白蛋白結(jié)合型紫杉醇雖然表現(xiàn)出很強的增長動力,但與其他紫杉類藥物相比,其所占的市場份額還比較低下。價格因素及未能塑造出與其他紫杉類藥物的品牌區(qū)隔性是影響其滲透的主要阻礙因素。經(jīng)過市場調(diào)查,目前針對ER,PR陽性(雌激素和孕激素受體),HER2陰性的晚期乳腺癌患者的治療,紫杉類藥物是醫(yī)生的首選。再有白蛋白結(jié)合型紫杉醇不僅有與其他紫杉類藥物競爭第一次使用的機會,而且即使在使用其他紫杉類藥物失敗后,白蛋白結(jié)合型紫杉醇也有機會使用。60-70%晚期乳腺癌患者在腫瘤內(nèi)科接受化療,且與外科相比,來腫瘤內(nèi)科接受化療的晚期乳腺癌患者病情更嚴重,所以腫瘤內(nèi)科是白蛋白結(jié)合型紫杉醇的主要推廣科室。理論上目前所有使用紫杉類藥物進行化療的患者都是白蛋白結(jié)合型紫杉醇的目標患者,但鑒于白蛋白結(jié)合型紫杉醇的目前情況,我們根據(jù)不同患者的需求以及白蛋白結(jié)合型紫杉醇的差異化特征細分出白蛋白結(jié)合型紫杉醇最容易滲透的23%的患者,其中16%為首要目標患者,7%為次要目標患者。在實際戰(zhàn)略執(zhí)行過程中,要重點解決患者的支付能力問題和醫(yī)生的處方習慣問題。本文的理論主要應用了市場營銷學中的各類分析理論,通過內(nèi)外部環(huán)境分析,SWOT分析,市場細分理論,差異化優(yōu)勢,品牌表現(xiàn)分析,客戶群分析等對A產(chǎn)品進行了全面的剖析。本文的研究有著重要的管理意義,對公司的產(chǎn)品發(fā)展管理有著切實作用。有利于公司的戰(zhàn)略規(guī)劃與產(chǎn)品策略的制定。
[Abstract]:Cancer has brought great threat and damage to people's lives and lives. For a long time, the research and development of anticancer drugs has brought hope for more cancer patients. In the field of breast cancer treatment, yew drugs are indispensable chemotherapeutic drugs. Compared with traditional solvent paclitaxel, new paclitaxel and C company A products have higher remission rate, shorter remission time and higher tumor reduction ratio. Because it is albumin-bound paclitaxel, its unique action mechanism, is its most representative core competitiveness and differentiation advantage, but also ushered in its broader market opportunities, this paper analyzes the product promotion strategy of A product in all aspects. According to its advantages and differences in the same field, it can open up a wider range of adaptation and treatment. Through the analysis, the development direction and implementation strategy are obtained. The main analysis results are that the market share of yew drugs is nearly billions of yuan in the breast cancer treatment market, which means that albumin-binding paclitaxel has a great market opportunity. In the past five years, albumin-bound paclitaxel has shown a strong growth momentum, but compared with other yew drugs, its market share is still relatively low. The price factor and the failure to shape the brand partition with other yew drugs are the main obstacles to its penetration. After market investigation, yew drugs are the first choice for patients with ER,PR positive (estrogen and progesterone receptors) and HER2 negative patients with advanced breast cancer. Albumin-bound paclitaxel not only had the opportunity to compete with other yew drugs for the first time, but also had the opportunity to use albumin-bound paclitaxel even after the failure of other yew drugs. 60-70% of patients with advanced breast cancer received chemotherapy in oncology department, and patients with advanced breast cancer who received chemotherapy in oncology department were more serious than surgery. Therefore, oncology is the main popularization department of albumin-bound paclitaxel. In theory, all patients who use yew drugs for chemotherapy are target patients with albumin-bound paclitaxel, but in view of the current situation of albumin-bound paclitaxel, we subdivide 23% of the patients with albumin-bound paclitaxel according to the needs of different patients and the differentiation characteristics of albumin-bound paclitaxel, of which 16% are the primary target patients and 7% are the secondary target patients. In the actual strategy implementation process, we should focus on solving the problem of patients' ability to pay and doctors' prescription habits. The theory of this paper mainly applies all kinds of analysis theories in marketing, and makes a comprehensive analysis of A products through internal and external environment analysis, SWOT analysis, market segmentation theory, differentiation advantage, brand performance analysis, customer group analysis and so on. The research of this paper has important management significance and plays a practical role in the product development management of the company. It is beneficial to the strategic planning of the company and the formulation of product strategy.
【學位授予單位】：對外經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.72;F274
本文編號：2512376
[Abstract]:Cancer has brought great threat and damage to people's lives and lives. For a long time, the research and development of anticancer drugs has brought hope for more cancer patients. In the field of breast cancer treatment, yew drugs are indispensable chemotherapeutic drugs. Compared with traditional solvent paclitaxel, new paclitaxel and C company A products have higher remission rate, shorter remission time and higher tumor reduction ratio. Because it is albumin-bound paclitaxel, its unique action mechanism, is its most representative core competitiveness and differentiation advantage, but also ushered in its broader market opportunities, this paper analyzes the product promotion strategy of A product in all aspects. According to its advantages and differences in the same field, it can open up a wider range of adaptation and treatment. Through the analysis, the development direction and implementation strategy are obtained. The main analysis results are that the market share of yew drugs is nearly billions of yuan in the breast cancer treatment market, which means that albumin-binding paclitaxel has a great market opportunity. In the past five years, albumin-bound paclitaxel has shown a strong growth momentum, but compared with other yew drugs, its market share is still relatively low. The price factor and the failure to shape the brand partition with other yew drugs are the main obstacles to its penetration. After market investigation, yew drugs are the first choice for patients with ER,PR positive (estrogen and progesterone receptors) and HER2 negative patients with advanced breast cancer. Albumin-bound paclitaxel not only had the opportunity to compete with other yew drugs for the first time, but also had the opportunity to use albumin-bound paclitaxel even after the failure of other yew drugs. 60-70% of patients with advanced breast cancer received chemotherapy in oncology department, and patients with advanced breast cancer who received chemotherapy in oncology department were more serious than surgery. Therefore, oncology is the main popularization department of albumin-bound paclitaxel. In theory, all patients who use yew drugs for chemotherapy are target patients with albumin-bound paclitaxel, but in view of the current situation of albumin-bound paclitaxel, we subdivide 23% of the patients with albumin-bound paclitaxel according to the needs of different patients and the differentiation characteristics of albumin-bound paclitaxel, of which 16% are the primary target patients and 7% are the secondary target patients. In the actual strategy implementation process, we should focus on solving the problem of patients' ability to pay and doctors' prescription habits. The theory of this paper mainly applies all kinds of analysis theories in marketing, and makes a comprehensive analysis of A products through internal and external environment analysis, SWOT analysis, market segmentation theory, differentiation advantage, brand performance analysis, customer group analysis and so on. The research of this paper has important management significance and plays a practical role in the product development management of the company. It is beneficial to the strategic planning of the company and the formulation of product strategy.
【學位授予單位】：對外經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.72;F274
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