發(fā)布時間：2018-06-05 00:16

  本文選題：醫(yī)藥行業(yè) + 市場定位　； 參考：《北京交通大學(xué)》2017年碩士論文

【摘要】：2016年國家出臺了許多關(guān)于醫(yī)療、藥品、醫(yī)療器材方面的政策,正是在政府對醫(yī)藥行業(yè)監(jiān)管越來越嚴(yán)格的宏觀環(huán)境下,醫(yī)藥行業(yè)面臨要不斷提升產(chǎn)品質(zhì)量、降低產(chǎn)品價格、加強企業(yè)管理需求等挑戰(zhàn)。這些挑戰(zhàn)甚至?xí)�壓縮企業(yè)利潤。如何在現(xiàn)有的經(jīng)營環(huán)境下選擇合適的營銷策略,提高企業(yè)利潤,成為我國醫(yī)藥企業(yè)當(dāng)前亟需解決的關(guān)鍵問題。本文以G公司為例,首先闡述研究背景及意義,研究方法、內(nèi)容及技術(shù)路線;其次梳理市場營銷理論;通過調(diào)查G公司基本情況,產(chǎn)品、價格、渠道和促銷的營銷現(xiàn)狀,發(fā)現(xiàn)其存在自產(chǎn)產(chǎn)品營銷力度不足,外購價格策略單一,營銷部門獨立導(dǎo)致資源分配不平衡,電商平臺促銷不足且線下促銷方式簡單等問題;借助PSET等方法分析了企業(yè)的宏觀環(huán)境、行業(yè)環(huán)境,通過SWOT分析明確了企業(yè)面臨的市場機會、威脅及企業(yè)自身的優(yōu)勢、劣勢,根據(jù)G公司的情況,選擇適合的營銷戰(zhàn)略,利用STP理論,細分市場、選擇目標(biāo)市場并進行市場定位,即制定營銷戰(zhàn)術(shù):打造高端產(chǎn)品及服務(wù),整合產(chǎn)業(yè)鏈。最后運用4P營銷理論給出相應(yīng)的策略:加強產(chǎn)品開發(fā)及實現(xiàn)產(chǎn)品差異化;對產(chǎn)品實行分類定價;定價增強分銷渠道的能力;強化多樣化的促銷方式。公司營銷策略和策略有效的實施,需要公司組織、人才、資金和技術(shù)的支持。通過對G公司的營銷策略研究,能夠進一步抵御因為藥品經(jīng)營管理監(jiān)督加強帶來的諸多威脅,有利于企業(yè)提高其營銷能力和公司業(yè)績,同時具有較強的實踐價值和可操作性,對其他的醫(yī)藥企業(yè)的營銷策略也具有一定的借鑒作用。
[Abstract]:In 2016, the state issued many policies on medical treatment, medicine, and medical equipment. It is precisely under the macro environment that the government is increasingly strict in regulating the pharmaceutical industry that the pharmaceutical industry is faced with the need to continuously improve product quality and reduce product prices. Strengthen business management needs and other challenges. These challenges can even reduce corporate profits. How to choose the appropriate marketing strategy and improve the profit under the existing operating environment has become the key problem that needs to be solved urgently in the pharmaceutical enterprises of our country at present. This article takes G Company as an example, first of all describes the research background and significance, research method, content and technical route; secondly, combs the marketing theory; through the investigation G company basic situation, the product, the price, the channel and the promotion marketing present situation, It is found that there are some problems such as insufficient marketing intensity of self-made products, single price strategy for outsourcing, unbalanced distribution of resources caused by the independence of marketing department, insufficient promotion of e-commerce platform and simple way of offline promotion. With the help of PSET and other methods, this paper analyzes the macro environment and industry environment of the enterprise. Through the analysis of SWOT, it makes clear the market opportunities, threats and the advantages and disadvantages of the enterprise itself. According to the situation of company G, it chooses the appropriate marketing strategy. Using STP theory, subdividing the market, selecting the target market and positioning the market, that is, to establish marketing tactics: to create high-end products and services, and to integrate the industrial chain. Finally, the corresponding strategies are given by using 4P marketing theory: strengthening product development and realizing product differentiation; implementing classified pricing of products; pricing enhancing the ability of distribution channels; strengthening diversified promotion methods. Effective implementation of marketing strategies and strategies requires organizational, talent, financial and technical support from the company. Through the research of G company's marketing strategy, it can further resist the many threats brought by the strengthening of drug management and management supervision, which is beneficial to the enterprise to improve its marketing ability and company performance, at the same time, it has strong practical value and maneuverability. The marketing strategy of other pharmaceutical enterprises also has a certain reference role.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.72

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本文編號：1979503