本文選題：醫(yī)藥行業(yè)　切入點：豪森藥業(yè)　出處：《新疆大學》2015年碩士論文

【摘要】：伴隨著國內(nèi)的改革開放和經(jīng)濟的不斷發(fā)展。中國的醫(yī)藥行業(yè)作為一個剛性需求行業(yè)發(fā)展十分迅速。但是由于缺乏健全的制度,我國醫(yī)藥行業(yè)發(fā)展曾一度十分混亂。2013年7月的葛蘭素史克事件引起了社會各界的廣泛關注。重新關于醫(yī)藥行業(yè)的營銷體制思考,引發(fā)了中央政府關于加強對醫(yī)藥行業(yè)的各項監(jiān)管。2015年各省陸續(xù)出臺了相應的醫(yī)改政策。隨著醫(yī)療改革的不斷深入,醫(yī)藥市場的也將不斷開放,眾多國外企業(yè),民營企業(yè),國營企業(yè)積極參與競爭。加之互聯(lián)網(wǎng)技術的日臻完善,藥品的相關專業(yè)信息,藥品生產(chǎn)企業(yè)的相關信息已經(jīng)越來越公開透明。醫(yī)生和患者在選擇藥品,關注療效,關心藥品價格的同時,更加關注藥品企業(yè)品牌,藥品品質,和流通渠道的便捷。面對日益健全的醫(yī)藥管理體制,日益激烈的醫(yī)藥市場競爭,市場營銷策略充滿挑戰(zhàn)。藥品生產(chǎn)銷售企業(yè)將面臨新的挑戰(zhàn),傳統(tǒng)的營銷模式顯然不能夠適應現(xiàn)在的市場需要。國內(nèi)外醫(yī)藥企業(yè)都在抓緊調整市場營銷策略。在調整初期,國內(nèi)企業(yè)需要根據(jù)市場營銷的基本理論,借鑒國外企業(yè)相對先進的醫(yī)藥營銷策略,取長補短的同時,運用現(xiàn)代管理信息系統(tǒng),將有效的工具運用到策略的制定當中去。本文通過對最近幾年來醫(yī)藥市場大環(huán)境的分析,江蘇豪森藥業(yè)公司現(xiàn)階段的經(jīng)營狀況,發(fā)展目標,企業(yè)特點等狀況,結合市場營銷的基本理論。對江蘇豪森藥業(yè)進行SWOT分析,列出公司在現(xiàn)階段的優(yōu)勢,劣勢,機會和威脅。同時指出江蘇豪森藥業(yè)目前的市場營銷環(huán)節(jié)中出現(xiàn)的的問題,從產(chǎn)品層面,市場層面,價格層面以及渠道層面進行深入分析。同時,為了說明問題,以江蘇豪森藥業(yè)的產(chǎn)豪森孚來迪,研究醫(yī)藥市場的市場營銷相關理論,針對性地提出解決問題的方法,產(chǎn)品層面:面對日益優(yōu)化的新產(chǎn)品,進行品牌營銷;市場層面:面對運用相同通用名的競爭廠家,提升差異化營銷;價格層面:面對不同患者的,階梯型價格滿足各階段患者的需求;渠道層面:采取多渠道整合營銷的方案提供產(chǎn)品渠道。面對出現(xiàn)在不同的層面,復雜的,多元化的營銷問題,應采用多元化,動態(tài)化的營銷組合方案,即:提高江蘇豪森藥業(yè)的市場營銷水平。同時,采用現(xiàn)代的管理信息系統(tǒng),將多元化,動態(tài)化的營銷策略用于日常的營銷管理。文章特點在于,將中國醫(yī)藥市場的發(fā)展狀況聯(lián)系在一起,立足于江蘇豪森藥業(yè)的公司現(xiàn)狀,對近年來的醫(yī)藥行業(yè)環(huán)境進行解讀,找出企業(yè)市場營銷策略運用的一般規(guī)律,改變以往單一的市場營銷策略。采取多元化,動態(tài)化的營銷策略,并運用管理信息系統(tǒng),將理論成果實際運用于企業(yè)市場營銷實踐。
[Abstract]:With the reform and opening up in China and the continuous development of the economy, the pharmaceutical industry in China has developed very rapidly as a rigid demand industry. However, due to the lack of a sound system, The GlaxoSmithKline incident in July 2013 has aroused widespread concern from all walks of life in our country. We have reconsidered the marketing system of the pharmaceutical industry. This has caused the central government to strengthen the supervision of the pharmaceutical industry. In 2015, various provinces have successively introduced corresponding health care reform policies. With the deepening of the medical care reform, the pharmaceutical market will also continue to open up. Many foreign enterprises, private enterprises, State enterprises actively participate in competition. In addition, with the improvement of Internet technology, the related professional information of drugs, the relevant information of drug manufacturing enterprises has become more and more open and transparent. Doctors and patients are choosing drugs and paying attention to the efficacy. At the same time, we should pay more attention to the brand, quality, and convenient distribution channels of pharmaceutical enterprises. In the face of the increasingly sound pharmaceutical management system and the increasingly fierce competition in the pharmaceutical market, The marketing strategy is full of challenges. Pharmaceutical production and sales enterprises will face new challenges. The traditional marketing model obviously can not adapt to the current market needs. Pharmaceutical enterprises both at home and abroad are scrambling to adjust their marketing strategies. According to the basic theory of marketing, domestic enterprises need to use modern management information system while learning from the relatively advanced pharmaceutical marketing strategies of foreign enterprises. Apply effective tools to the formulation of the strategy. Through the analysis of the general environment of the pharmaceutical market in recent years, Jiangsu Hausen Pharmaceutical Company's current operating situation, development objectives, enterprise characteristics, and so on, Combined with the basic theory of marketing, this paper carries out SWOT analysis of Jiangsu Hausen Pharmaceutical Industry, lists the company's strengths, weaknesses, opportunities and threats at the present stage. At the same time, it points out the problems in the current marketing links of Jiangsu Hausen Pharmaceutical Industry. From the product level, market level, price level and channel level to conduct in-depth analysis. At the same time, in order to explain the problem, to study the marketing theory of the pharmaceutical market with Hausen Foday, a product of Jiangsu Hausen Pharmaceutical Industry, This paper puts forward the methods of solving the problem, product level: facing the increasingly optimized new product, carrying on the brand marketing, the market level: facing the competition factory that uses the same common name, promoting the differentiated marketing; Price level: facing different patients, ladder price to meet the needs of patients at all stages; Channel level: to adopt multi-channel integrated marketing program to provide product channels. In the face of different levels, complex, diversified marketing problems, We should adopt a diversified and dynamic marketing mix, that is, to improve the marketing level of Jiangsu Hausen Pharmaceutical Industry. At the same time, we should adopt modern management information system to diversify, Dynamic marketing strategy is used in daily marketing management. The characteristics of the article are that the development of Chinese medicine market is linked together, based on the current situation of Jiangsu Hausen Pharmaceutical Company, the pharmaceutical industry environment in recent years is interpreted. This paper finds out the general law of the application of enterprise marketing strategy, changes the single marketing strategy in the past, adopts the diversified and dynamic marketing strategy, and applies the theory achievement to the enterprise marketing practice by using the management information system.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.72

【參考文獻】

相關碩士學位論文 前1條

1 張春雨;大型制藥企業(yè)銷售管理研究[D];吉林大學;2004年

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本文編號：1692024