医药企业营销策略研究

论文总字数：13785字

摘 要

改革以来，中国经济得到了飞速的发展，全世界的目光都投向了中国。因此，我国的医药行业也得到了飞速的发展，医药行业的生产总值的增长幅度一直占着很大的比重，表现出相当好的发展态势。国家逐渐从医疗保障制度、医疗卫生制度和医疗流通制度三个方面进行了不同层次的改革。尤其是在医疗流通体系中，从制法到严格执法，做了大量的工作。

近几年来，政府逐步加强对药品市场的监督和管理，其中通过对医院的采购进行招标、降低药品价格、药品注册等管理办法不断出台，对生产药品的企业和流通的企业产生了巨大影响，对药品市场的增长速度也产生了较大影响。近三年来，制药行业发展才开始有所放缓。特别是最近的卫生体制改革中，国家卫生保险制度的加强实施，这对制药企业不仅是机遇也是挑战。

本文以营销管理为主要研究方向，首先分析了三九制药有限公司面临的外部环境：综述了现今医药市场的产业特点和未来的发展趋势。在SWOT分析的基础上，提出了三九制药的营销目标和营销战略框架。对于一个拥有成熟产品的企业来说，为了稳住其在市场上的竞争力，所以必须时刻关注市场的变化，进而在产品、价格、渠道、促销等方面调整战略以适应市场的变化。本文在进行实地调研和数据收集分析的基础上，对三九药业营销策略提出了意见和建议，对目前三九药业未来的发展和营销具有重要的现实参考意义。

关键词：三九医药；药品；营销策略

ABSTRACT

Since the reform, China's economy has developed rapidly, and the eyes of the whole world have been invested in China. Therefore, China's pharmaceutical industry has also experienced rapid development, and the growth rate of the pharmaceutical industry's GDP has been a large proportion, showing a fairly good development trend. Due to the improvement of living standards, people's requirements are getting higher and higher, and the requirements for health and medical services have reached a different level. This provides an excellent opportunity for the development of Chinese pharmaceutical companies. The state has gradually carried out reforms at different levels from the three aspects of medical security system, medical and health system and medical circulation system. Especially in the medical circulation system, a lot of work has been done from the law-making to strict law enforcement.

In recent years, the government has gradually strengthened supervision and management of the pharmaceutical market. Through the continuous introduction of management methods such as bidding for hospital procurement, reducing drug prices, and drug registration, it has had a tremendous impact on pharmaceutical companies and circulation enterprises. It also has a big impact on the growth rate of the pharmaceutical market. In the past three years, the development of the pharmaceutical industry has begun to slow down. Especially in the recent reform of the health system, the strengthening of the national health insurance system is not only an opportunity but also a challenge for pharmaceutical companies.

This paper takes marketing management as the main research direction. Under the external environment faced by Sanjiu Pharmaceutical Co., Ltd. is first analyzed: The industrial characteristics and future development trends of the pharmaceutical market today. Based on the SWOT analysis, the marketing objectives and marketing strategy framework of Sanjiu Pharmaceutical were proposed. For a company with mature products, in order to stabilize its competitiveness in the market, we must always pay attention to changes in the market, and then adjust the strategy in terms of products, prices, channels, promotions, etc. to adapt to market changes.Based on the field research and data collection and analysis, this paper puts forward opinions and suggestions on the marketing strategy of Sanjiu Pharmaceutical, which has important practical reference significance for the future development and marketing of Sanjiu Pharmaceutical.

Key Words：999 Pharmaceutical Company; Medicine; Research on Marketing Strategy

目录

摘要 II

ABSTRACT III

目录 IV

第一章 导论 5

1.1 研究背景 5

1.2 研究方法及意义 5

1.3 研究关键 5

1.4 研究内容及思路 5

第二章 三九药业营销外部环境PEST分析 8

2.1 P——政治因素 8

2.2 E——经济因素 8

2.3 S——社会因素 9

2.4 T——技术因素 9

第三章 三九医药营销现状及问题 10

3.1 产品现状 10

3.2 渠道现状 10

3.3 价格现状 10

3.4 宣传现状 10

3.5 三九医药营销存在问题 11

3.5.1 产品老化 11

3.5.2 三九医药品牌美誉度下降 11

3.5.3 市场销售区域不平衡 11

3.5.4 品牌推广对销售的拉动不强 11

3.5.5 渠道推动力不足 12

3.4 三九医药营销SWOT模型分析 13

结束语 14

参考文献 15

致谢 16

附录 17

1. 导论
   1. 研究背景

最近几年以来，由于人民生活水平的提高，对生活品质的追求也越来越高。而近几年发生的几起重大医疗事故，也引起了人们对药品的质量和安全也是高度重视。药品的安全和药品的销售是紧密相连的，这又追溯到各个品牌和销售渠道。因此，各个品牌的制药公司都应该高度重视药品的营销问题，必须采取可靠有效的品牌营销手段，让药品安全得到保证，也能使我国的医药行业得到健康良性的发展。本文将以三九医药作为例子对品牌营销在药品营销中的作用进行论述。

• 1. 研究方法及意义

本文将分析医药产品的品牌资产的构成，同时分析我国现在医药市场的竞争现状以及作为医药企业创立品牌的发展策略。针对医药企业的品牌资产影响因素，主要从品牌营销策略、品牌核心竞争力的提升以及品牌定位进行分析，并提出合理化的建议。将对医药企业的品牌发展战略具有一定的现实指导意义。以市场营销理论为指导对我国药品市场和市场消费环境的现状和特点进行分析，并通过SWOT分析了三九医药行业的优势、劣势、机遇和威胁。该情况进行了市场细分，目标市场选择和市场定位，并对三九药业的品牌定位和推广，新产品开发，渠道管理和价格调整提出了战略性建议。对于三九医药突破目前的营销困境具有现实的指导意义。

• 1. 研究关键

a药品营销、品牌营销、市场营销、品牌定位这四者的概念及相互间的关联；

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