發(fā)布時間：2018-10-09 17:00

【摘要】：本文通過分析抗乙肝病毒藥物-核苷(酸)類似物在中國市場的競爭環(huán)境以及施貴寶公司處方藥“博路定”的優(yōu)勢、劣勢、機會、威脅,對“博路定”的市場細(xì)分、市場選擇、市場定位和營銷策略組合進(jìn)行了系統(tǒng)研究。并對博路定營銷策略的調(diào)整提出了建議。作為處方藥,博路定在市場細(xì)分上,按照地理因素、醫(yī)院潛力、客戶潛力、使用科室、客戶治療觀念和行為、目標(biāo)病人群等多個因素對博路定的目標(biāo)市場進(jìn)行了細(xì)分。在細(xì)分市場的選擇方面,對于按照醫(yī)院潛力和按照客戶治療觀念和行為劃分出的細(xì)分市場,選擇了差異化目標(biāo)市場策略;對于按照地理因素劃分出的區(qū)域市場選擇了無差異化市場策略。在市場定位方面,博路定被定位為:對所有的慢乙肝病人,博路定是唯一證實可以為長期治療的成功提供最佳保障的信心之選。在博路定的營銷策略方面,本文結(jié)合了傳統(tǒng)的“4P”理論對博路定的產(chǎn)品策略、價格策略、渠道策略和推廣策略進(jìn)行了系統(tǒng)分析。在產(chǎn)品策略方面,博路定具有“能夠滿足慢性乙肝患者抗乙肝病毒需求的藥品”的核心價值,并且為患者提供了疾病咨詢和用藥指導(dǎo)等多方面的附加值。在產(chǎn)品線方面,目前施貴寶公司正在進(jìn)行肝病領(lǐng)域產(chǎn)品線的積極擴充;在價格策略方面,分析了博路定的定價目標(biāo)是在專利到期之前收回研發(fā)的巨額成本,分析了影響博路定定價的因素(藥品本身價值、需求價格彈性、市場競爭);得出博路定具備選擇“取脂”定價策略的條件:足夠的購買者并且愿意接受較高的價格;仿制困難,競爭者難以迅速進(jìn)入市場;與替代品相比有較大優(yōu)勢和不可替代性。在渠道策略方面,分析了博路定渠道三級分銷體系的優(yōu)勢和弊端,并提出了建議;醫(yī)院終端管理方面,分析了博路定的醫(yī)院終端分級管理模式。在推廣策略方面,分析了博路定的主要推廣形式:學(xué)術(shù)活動推廣、人員推廣、公益活動推廣以及品牌推廣策略。在學(xué)術(shù)推廣方面,研究了學(xué)術(shù)活動的實施主體-市場部的定位和作用;在人員推廣方面,對博路定在推廣人員的培訓(xùn)、考核、晉升、管理等方面進(jìn)行了重點研究,并對施貴寶公司在人員推廣方面的合規(guī)管理和誠信文化的建設(shè)做了分析和研究。在公益推廣方面,分析了施貴寶公司與產(chǎn)品定位相適應(yīng)的公益推廣策略。博路定的營銷策略鑄就了該產(chǎn)品長達(dá)十年的輝煌,但在現(xiàn)階段該產(chǎn)品面臨著來自仿制品的激烈競爭。在產(chǎn)品定位上,無法有效的區(qū)隔仿制品是目前博路定在營銷策略上面臨的重大難題。文章最后對“博路定”如何有效的區(qū)隔仿制品做提出了建議,希望對“博路定”營銷策略的調(diào)整有所幫助。
[Abstract]:This paper analyzes the competitive environment of anti-HBV drug nucleoside (acid) analogue in Chinese market and the advantages, disadvantages, opportunities and threats of Squibb's prescription drug "Poludine", as well as the market segmentation and market choice of "Borudine". Market positioning and marketing strategy combination are systematically studied. And put forward the suggestion to the adjustment of the marketing strategy of Boruding. As a prescription drug, Borudine subdivides the target market according to geographical factors, hospital potential, customer potential, use department, customer treatment concept and behavior, target patient group and other factors. In the choice of subdivision market, the strategy of differentiated target market is chosen according to hospital potential and customer treatment concept and behavior. For the regional market divided according to geographical factors, the strategy of non-differentiated market is chosen. In terms of market positioning, Poludine is positioned as: for all patients with chronic hepatitis B, Poludine is the only one that has proven to provide the best guarantee for the success of long-term treatment. In the aspect of marketing strategy of Poludine, this paper combines the traditional "4p" theory to analyze the product strategy, price strategy, channel strategy and promotion strategy of Poludine systematically. In terms of product strategy, Borudine has the core value of "drugs that can meet the needs of patients with chronic hepatitis B", and provides patients with disease counseling and medication guidance and other aspects of additional value. In terms of product line, at present, Squibb is actively expanding its product line in the field of liver disease. In terms of price strategy, it has analyzed that the pricing goal of Boruding is to recover the huge cost of research and development before the patent expires. This paper analyzes the factors that affect the pricing of Borudine (the value of the drug itself, price elasticity of demand, market competition), and concludes that Borudine has the conditions to choose the "fat-taking" pricing strategy: sufficient buyers are willing to accept higher prices; copying is difficult. It is difficult for competitors to enter the market quickly; they have greater advantages and are irreplaceable compared with substitutes. In the aspect of channel strategy, this paper analyzes the advantages and disadvantages of the three-level distribution system of Boludine channel, and puts forward some suggestions. In the aspect of hospital terminal management, it analyzes the hierarchical management mode of hospital terminal. In the aspect of popularizing strategy, this paper analyzes the main forms of Popularization: promotion of academic activities, promotion of personnel, promotion of public activities and promotion of brand. In the aspect of academic promotion, the positioning and role of marketing department, the main body of academic activities, and the training, assessment, promotion and management of extension personnel are studied. And Squibb company in the personnel promotion compliance management and integrity culture construction has done an analysis and research. In the aspect of public welfare promotion, the article analyzes the promotion strategy of Squibb company and product orientation. Poludine's marketing strategy has created a decade of glory, but at this stage the product is facing fierce competition from imitation. In terms of product positioning, it is an important problem to distinguish the imitation products from the marketing strategy. At the end of the paper, some suggestions on how to distinguish the imitation products effectively are put forward, which is helpful to the adjustment of the marketing strategy of Poludine.
【學(xué)位授予單位】：山東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.72

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 宋桂寧;成謝軍;;服務(wù)營銷的4CS策略初探[J];商業(yè)研究;2005年23期

2 楊栩;現(xiàn)代企業(yè)整合營銷研究[J];商業(yè)經(jīng)濟;2004年01期

3 張淑榮;;STP策略在企業(yè)發(fā)展過程中的應(yīng)用[J];科技信息;2011年27期

4 曹洪軍;中西方經(jīng)營文化差異及啟示[J];齊魯學(xué)刊;2002年06期

5 李洋;;市場營銷組合理論的批判性回顧[J];中國商界(下半月);2009年02期

6 趙甫;;淺述營銷中的市場細(xì)分[J];現(xiàn)代營銷(學(xué)苑版);2011年11期

7 陳倩;杜光;;幾種恩替卡韋制劑的穩(wěn)定性研究[J];中國藥學(xué)雜志;2012年14期

8 辛瀚林;;從“掛金銷售”到“學(xué)術(shù)營銷”的反向借鑒價值[J];銷售與市場(渠道版);2013年09期

，

本文編號：2260086