發(fā)布時間：2018-05-27 23:00

  本文選題：醫(yī)藥企業(yè) + 營銷策略��； 參考：《安徽大學(xué)》2014年碩士論文

【摘要】：國內(nèi)高新技術(shù)的生物制藥行業(yè)作為一種技術(shù)性強的新興產(chǎn)業(yè),一直以來都只強調(diào)技術(shù)和生產(chǎn),而輕視甚至是忽視了市場和營銷。隨著越來越多的擁有世界領(lǐng)先的先進制藥技術(shù)、強大的資金實力、先進的市場營銷理念、合理的銷售組織架構(gòu)、豐富的市場營銷經(jīng)驗的如美國強生公司、英國葛蘭素史克公司、美國惠氏公司等外國知名制藥企業(yè)進入中國,相繼發(fā)展；隨著國外制藥企業(yè)在我國行政保護的結(jié)束,技術(shù)壁壘的放開,我國藥品仿制技術(shù)的提升,國內(nèi)同行業(yè)競爭越來越激烈。由此,國內(nèi)的高新技術(shù)的生物制藥企業(yè)如何進行系統(tǒng)的市場營銷環(huán)境研究,如何明確企業(yè)面臨的機會、威脅和自身的優(yōu)勢、劣勢,如何建立、健全企業(yè)的市場營銷組合策略,如何進行相應(yīng)的實施保障,最終實現(xiàn)企業(yè)可持續(xù)的健康發(fā)展就成了企業(yè)必須要面對和解決的問題。 針對以上的現(xiàn)實背景,本文以安徽省內(nèi)某擁有從原料藥生產(chǎn)到中間體生產(chǎn)到制劑生產(chǎn)到銷售一體產(chǎn)業(yè)鏈的高新技術(shù)的生物制藥企業(yè)為例,在回顧了相關(guān)的市場營銷基礎(chǔ)理論和相關(guān)方法的基礎(chǔ)上,借助"PEST分析”等方法分析了企業(yè)的宏觀環(huán)境、行業(yè)環(huán)境和目標市場上的主要競爭對手,通過"SWOT分析法”明確了企業(yè)面臨的市場機會、威脅及企業(yè)自身相較競爭對手的優(yōu)勢、劣勢,最后借助“4Ps”這一核心的市場營銷組合策略,從產(chǎn)品、價格、渠道、促銷四個方面及信息時代的網(wǎng)絡(luò)意識進行了企業(yè)市場營銷組合策略的改進,并明確需通過完善企業(yè)現(xiàn)有的市場營銷組織機構(gòu)；制定、實施、控制市場營銷計劃；加強市場營銷人員管理；完善市場信息搜集體系；樹立市場戰(zhàn)略觀念等舉措建立高效的營銷管理體系為企業(yè)市場營銷組合策略的實施提供保障。 本文的研究從研究企業(yè)的實際出發(fā),結(jié)合工作實際,實事求是地分析其市場營銷的內(nèi)、外部環(huán)境,針對其市場營銷現(xiàn)狀和問題提出了針對性、可行性、可操作性強的優(yōu)化方案及實施保障。本文的研究成果不僅能對B企業(yè)的市場營銷組合策略的改進起到積極作用,而且通過探討高新技術(shù)的生物制藥企業(yè)在市場營銷管理中的不足及對策,對于其他相關(guān)企業(yè)的市場營銷實踐也將會提供一定的參考意義。
[Abstract]:As a new industry with strong technology, the domestic high-tech biopharmaceutical industry has always emphasized only technology and production, while neglecting and even neglecting the market and marketing. With more and more advanced pharmaceutical technology, strong financial strength, advanced marketing concept, reasonable sales organization structure, rich marketing experience such as Johnson, GlaxoSmithKline, the United States, the United Kingdom, GlaxoSmithKline Co., Ltd. With the end of administrative protection of foreign pharmaceutical enterprises in China, the opening of technical barriers and the promotion of imitation technology in China, the competition in the same field is becoming more and more fierce. Therefore, the domestic high-tech biopharmaceutical enterprises how to carry on the systematic marketing environment research, how to make clear the opportunity, the threat and the own superiority, the inferiority, how to establish and perfect the marketing combination strategy of the enterprise, How to carry on the corresponding implementation guarantee, finally realizes the enterprise sustainable healthy development has become the enterprise must face and solve the question. In view of the above realistic background, this paper takes a high-tech biopharmaceutical enterprise in Anhui Province as an example, which has integrated industry chain from raw drug production to intermediate production to preparation production to sales. On the basis of reviewing the basic theories and methods of marketing, this paper analyzes the macro environment, the industry environment and the main competitors in the target market by means of "PEST analysis" and other methods. Through "SWOT analysis", the paper defines the market opportunities, threats and the advantages and disadvantages of the enterprises compared with their competitors. Finally, with the help of "4Ps", the core marketing combination strategy, from the product, the price, the channel, The four aspects of promotion and the network consciousness of the information age have carried on the improvement of the marketing combination strategy of the enterprise, and have made it clear that the marketing organization should be perfected, the marketing plan should be formulated, implemented and controlled, and the marketing plan should be established, implemented and controlled. Strengthen the marketing personnel management, perfect the market information collection system, set up the market strategy idea and establish the efficient marketing management system to provide the guarantee for the implementation of the marketing combination strategy of the enterprise. The research of this paper starts from the reality of the research enterprise, combines the work reality, analyzes the internal and external environment of its marketing realistically, and puts forward the pertinence and feasibility according to the present situation and problems of its marketing. Operable optimization scheme and implementation guarantee. The research results of this paper can not only play a positive role in improving the marketing mix strategy of B enterprise, but also discuss the shortcomings and countermeasures of high-tech biopharmaceutical enterprises in marketing management. The marketing practice of other related enterprises will also provide some reference significance.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.72;F274

【參考文獻】

相關(guān)期刊論文 前10條

1 王典;;企業(yè)內(nèi)部控制制度探析[J];東方企業(yè)文化;2014年02期

2 歐鵬;;中國醫(yī)療機構(gòu)定價中的問題及對策建議[J];華中農(nóng)業(yè)大學(xué)學(xué)報(社會科學(xué)版);2007年04期

3 高踞;楊珍紅;;論整體產(chǎn)品觀念在旅游企業(yè)中的應(yīng)用[J];經(jīng)濟研究導(dǎo)刊;2009年01期

4 黃志云;;淺議產(chǎn)品定價策略[J];南昌教育學(xué)院學(xué)報;2012年11期

5 倪娜;;藥品價格因何居高不下?[J];經(jīng)營與管理;2013年07期

6 郭吉軍;;淺析對企業(yè)品牌的認識[J];科技致富向?qū)?2013年29期

7 部宇恒;唐文萍;;現(xiàn)代公共關(guān)系在企業(yè)管理中的應(yīng)用研究[J];商場現(xiàn)代化;2013年03期

8 王道軍;;試論我國醫(yī)藥市場的細分及其營銷策略探討[J];上海醫(yī)藥情報研究;1998年03期

9 劉險峰;;新環(huán)境下藥品營銷模式探析[J];現(xiàn)代商業(yè);2014年01期

10 劉樹杰;;價格機制、價格形成機制及供求與價格的關(guān)系[J];中國物價;2013年07期

相關(guān)博士學(xué)位論文 前1條

1 程月明;企業(yè)持續(xù)發(fā)展視角的企業(yè)倫理研究[D];江西財經(jīng)大學(xué);2012年

相關(guān)碩士學(xué)位論文 前1條

1 李光華;促銷效果評估研究[D];廣西大學(xué);2013年

，

本文編號：1944140