江苏豪森药业市场营销策略研究

发布时间：2018-03-31 18:59

本文选题：医药行业　切入点：豪森药业　出处：《新疆大学》2015年硕士论文

【摘要】：伴随着国内的改革开放和经济的不断发展。中国的医药行业作为一个刚性需求行业发展十分迅速。但是由于缺乏健全的制度,我国医药行业发展曾一度十分混乱。2013年7月的葛兰素史克事件引起了社会各界的广泛关注。重新关于医药行业的营销体制思考,引发了中央政府关于加强对医药行业的各项监管。2015年各省陆续出台了相应的医改政策。随着医疗改革的不断深入,医药市场的也将不断开放,众多国外企业,民营企业,国营企业积极参与竞争。加之互联网技术的日臻完善,药品的相关专业信息,药品生产企业的相关信息已经越来越公开透明。医生和患者在选择药品,关注疗效,关心药品价格的同时,更加关注药品企业品牌,药品品质,和流通渠道的便捷。面对日益健全的医药管理体制,日益激烈的医药市场竞争,市场营销策略充满挑战。药品生产销售企业将面临新的挑战,传统的营销模式显然不能够适应现在的市场需要。国内外医药企业都在抓紧调整市场营销策略。在调整初期,国内企业需要根据市场营销的基本理论,借鉴国外企业相对先进的医药营销策略,取长补短的同时,运用现代管理信息系统,将有效的工具运用到策略的制定当中去。本文通过对最近几年来医药市场大环境的分析,江苏豪森药业公司现阶段的经营状况,发展目标,企业特点等状况,结合市场营销的基本理论。对江苏豪森药业进行SWOT分析,列出公司在现阶段的优势,劣势,机会和威胁。同时指出江苏豪森药业目前的市场营销环节中出现的的问题,从产品层面,市场层面,价格层面以及渠道层面进行深入分析。同时,为了说明问题,以江苏豪森药业的产豪森孚来迪,研究医药市场的市场营销相关理论,针对性地提出解决问题的方法,产品层面:面对日益优化的新产品,进行品牌营销;市场层面:面对运用相同通用名的竞争厂家,提升差异化营销;价格层面:面对不同患者的,阶梯型价格满足各阶段患者的需求;渠道层面:采取多渠道整合营销的方案提供产品渠道。面对出现在不同的层面,复杂的,多元化的营销问题,应采用多元化,动态化的营销组合方案,即:提高江苏豪森药业的市场营销水平。同时,采用现代的管理信息系统,将多元化,动态化的营销策略用于日常的营销管理。文章特点在于,将中国医药市场的发展状况联系在一起,立足于江苏豪森药业的公司现状,对近年来的医药行业环境进行解读,找出企业市场营销策略运用的一般规律,改变以往单一的市场营销策略。采取多元化,动态化的营销策略,并运用管理信息系统,将理论成果实际运用于企业市场营销实践。
[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.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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