本文選題：處方藥營銷 + 學(xué)術(shù)營銷�。� 參考：《東華大學(xué)》2015年碩士論文

【摘要】：醫(yī)療藥品產(chǎn)業(yè)關(guān)于保護和維護國民健康、提高大眾生活質(zhì)量、增進經(jīng)濟發(fā)展和社會的和諧進步均具有非常重要的影響作用。相對于其他行業(yè)來講，受經(jīng)濟因素影響相對較小。據(jù)IMS health數(shù)據(jù)顯示，2010-2015年預(yù)計中國醫(yī)藥市場年均復(fù)合增長率為17.2%（+-4.0%），至2015年產(chǎn)業(yè)銷售額將達到8224億“十二五”規(guī)劃的實施給我國醫(yī)藥經(jīng)濟帶來新的強勁動力，公共衛(wèi)生服務(wù)體系建設(shè)，社會保障制度的完善發(fā)展，社區(qū)醫(yī)療衛(wèi)生基礎(chǔ)建設(shè)都保障了醫(yī)藥市場發(fā) 近30年來，醫(yī)藥產(chǎn)業(yè)無論從生產(chǎn)，銷售，，流通等各個領(lǐng)域均發(fā)生了重大變化。以往的醫(yī)藥營銷模式也幾經(jīng)變遷，從國內(nèi)的帶金銷售到外企的學(xué)術(shù)推廣，從傳統(tǒng)的關(guān)系營銷到備受認可的知識營銷的轉(zhuǎn)變，然而這些已遠遠跟不上整個行業(yè)的發(fā)展步伐。本文通過對中國宏觀市場環(huán)境和醫(yī)藥行業(yè)政策影響下的跨國藥企市場營銷策略現(xiàn)狀及做出的適應(yīng)性調(diào)整實證研究，思索在新的醫(yī)改制度下，醫(yī)藥企業(yè)如何獲得并保持強勁持續(xù)的發(fā)展，公司戰(zhàn)略和營銷策略上又是如何做出適應(yīng)環(huán)境變化的調(diào)整。 本文通過闡述現(xiàn)代藥品營銷、學(xué)術(shù)營銷、營銷管理等基本理論，分析了國內(nèi)醫(yī)藥市場的環(huán)境，國家醫(yī)藥有關(guān)政策及人文環(huán)境，尤其是運用PEST深入分析政策- A公司產(chǎn)品恩替卡韋為例，從市場細分，市場定位以及醫(yī)生客戶處方習(xí)慣的角度對A醫(yī)藥公司市場營銷現(xiàn)狀進行研究，運用SWOT分析等市場營銷分析工具，分析了現(xiàn)階段A公司產(chǎn)品恩替卡韋的優(yōu)勢和劣勢，機會和威脅、產(chǎn)品定位、宣傳策略等問題。 針對A醫(yī)藥公司當前在中國市場營銷實踐中碰到的實際問題，結(jié)合中國獨特的國情和市場環(huán)境，基于產(chǎn)品推廣策略、銷售渠道的管理、客戶維護和企業(yè)品牌的推廣等角度研究調(diào)整策略方案。并對方案本身可能遇到的問題給予闡述。本文所探究的是市場營銷理論如何在著名跨國外資企業(yè)中實施的，希望通過本文的研究，能夠為A醫(yī)藥公司市場營銷的進步一部發(fā)展和中國醫(yī)藥制造企業(yè)的成長提供一些參考意見和思路。
[Abstract]:It is very important for the medical industry to protect and maintain the national health, improve the quality of life of the public, promote economic development and social harmony and progress. Compared with other industries, the impact of economic factors is relatively small. According to IMS health data, China's pharmaceutical market is expected to grow at an average annual compound growth rate of 17.2% (-4.0%) between 2010 and 2015. The implementation of the 822.4 billion "12th Five-Year Plan" will bring new and strong impetus to China's pharmaceutical economy and the construction of the public health service system. The perfect development of the social security system and the construction of the community medical and health infrastructure have ensured the development of the pharmaceutical market. In the past 30 years, the pharmaceutical industry has undergone great changes in production, sales, circulation and other fields. The former pharmaceutical marketing model has changed several times, from the domestic sales of gold to the academic promotion of foreign enterprises, from the traditional relationship marketing to the well-recognized knowledge marketing, but these can not keep up with the pace of the development of the whole industry. Based on the empirical study on the marketing strategies of multinational pharmaceutical enterprises under the influence of macro market environment and pharmaceutical industry policies in China, and the adaptive adjustment made, this paper thinks about the new medical reform system. How to obtain and maintain strong and sustained development of pharmaceutical enterprises, and how to adjust their strategies and marketing strategies to adapt to the changes in the environment. Based on the basic theories of modern drug marketing, academic marketing and marketing management, this paper analyzes the domestic medicine market environment, national pharmaceutical policies and humanistic environment, especially the use of PEST to analyze the policy. This paper studies the marketing status of A pharmaceutical company from the perspective of market segmentation, market orientation and prescription habits of doctors, and uses marketing analysis tools such as SWOT analysis, etc. This paper analyzes the advantages and disadvantages, opportunities and threats, product positioning and propaganda strategies of company A's products at present. In view of the actual problems encountered by A Pharmaceutical Company in the current marketing practice in China, combined with China's unique national conditions and market environment, based on the product promotion strategy, the management of sales channels, Customer maintenance and brand promotion and other aspects of the study of adjustment strategy. The problems that may be encountered in the scheme itself are expounded. What this paper explores is how the marketing theory is implemented in famous multinational foreign-funded enterprises, hoping that through the research of this paper, It can provide some suggestions and ideas for the development of A Pharmaceutical Company's marketing and the growth of Chinese pharmaceutical manufacturing enterprises.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.72;F274

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