【摘要】：近幾年,一系列針對(duì)醫(yī)藥行業(yè)的宏觀(guān)政策的陸續(xù)出臺(tái),極大地釋放了消費(fèi)者對(duì)于藥品的消費(fèi)需求,提高了對(duì)各醫(yī)藥企業(yè)的管理要求。2015年是“十二五”規(guī)劃的收官之年,回顧過(guò)往四年,國(guó)內(nèi)醫(yī)藥行業(yè)快速增長(zhǎng)。與此同時(shí),很多企業(yè)也加入到瓜分醫(yī)藥市場(chǎng)份額的隊(duì)伍中來(lái),持續(xù)的競(jìng)爭(zhēng)加快了醫(yī)藥行業(yè)重新洗牌的進(jìn)程。如何在激烈的競(jìng)爭(zhēng)中求得生存和發(fā)展,是當(dāng)前所有醫(yī)藥企業(yè)必須思考的一個(gè)話(huà)題。因此,醫(yī)藥企業(yè)需要重新認(rèn)識(shí)自己,改變?cè)袪I(yíng)銷(xiāo)思路,盡快制定符合自身發(fā)展的營(yíng)銷(xiāo)策略,保證企業(yè)持續(xù)健康發(fā)展。近幾年隨著競(jìng)爭(zhēng)對(duì)手的加入和壯大,頸復(fù)康藥業(yè)銷(xiāo)售增長(zhǎng)緩慢,公司內(nèi)部存在的諸如產(chǎn)品結(jié)構(gòu)單一、品牌意識(shí)缺乏、終端價(jià)格混亂、渠道管理乏力、促銷(xiāo)投入不足等問(wèn)題開(kāi)始顯現(xiàn)。今年公司提出到2018年實(shí)現(xiàn)20億的銷(xiāo)售目標(biāo),四年時(shí)間要實(shí)現(xiàn)這一宏偉目標(biāo)迫切要求公司制定一套符合公司發(fā)展要求的營(yíng)銷(xiāo)策略以指導(dǎo)公司未來(lái)的營(yíng)銷(xiāo)工作。本文以營(yíng)銷(xiāo)相關(guān)理論為指導(dǎo),在對(duì)頸復(fù)康藥業(yè)營(yíng)銷(xiāo)現(xiàn)狀分析的基礎(chǔ)上提出了營(yíng)銷(xiāo)問(wèn)題所在,并分析了問(wèn)題產(chǎn)生的原因,文章明確了公司產(chǎn)品定位,對(duì)公司所面臨的環(huán)境及自身的優(yōu)劣進(jìn)行了逐一分析。在此基礎(chǔ)上,制定了包括產(chǎn)品策略、價(jià)格策略、渠道策略和促銷(xiāo)策略等內(nèi)容的營(yíng)銷(xiāo)策略,最后提出了營(yíng)銷(xiāo)策略實(shí)施的保障措施,確保營(yíng)銷(xiāo)策略的實(shí)施效果。
[Abstract]:In recent years, a series of macro policies for the pharmaceutical industry have been issued one after another, which has greatly released the consumer demand for drugs and raised the management requirements for various pharmaceutical enterprises. 2015 is the end year of the 12th five-year Plan. Looking back on the past four years, the domestic pharmaceutical industry is growing rapidly. At the same time, many enterprises have also joined the team to divide the pharmaceutical market share, and the continuous competition has accelerated the process of reshuffling the pharmaceutical industry. How to survive and develop in the fierce competition is a topic that all pharmaceutical enterprises must think about at present. Therefore, pharmaceutical enterprises need to re-understand themselves, change the original marketing ideas, and formulate marketing strategies in line with their own development as soon as possible, so as to ensure the sustainable and healthy development of enterprises. In recent years, with the entry and growth of competitors, the sales growth of Jingfukang Pharmaceutical Industry has been slow, such as single product structure, lack of brand awareness, chaotic terminal price and weak channel management. Problems such as insufficient investment in promotion began to emerge. This year, the company has set a sales target of 2 billion by 2018. In order to achieve this grand goal in four years, the company urgently needs to formulate a set of marketing strategies that meet the requirements of the company's development to guide the company's future marketing work. Guided by the relevant theories of marketing, this paper puts forward the marketing problems on the basis of the analysis of the present marketing situation of Jingfukang Pharmaceutical Industry, and analyzes the causes of the problems, and clarifies the product positioning of the company. The environment faced by the company and its own advantages and disadvantages are analyzed one by one. On this basis, the marketing strategy including product strategy, price strategy, channel strategy and promotion strategy is worked out. finally, the safeguard measures for the implementation of marketing strategy are put forward to ensure the implementation effect of marketing strategy.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.72;F274

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