文本描述
I 摘要 2009年以来,我国医药营销正式进入政策规范的转型阶段。医改政策的实 施,重点解决老百姓药价高,看病难看不起病的核心问题,建立了基本药物制 度和基本医疗保险制度。在药品流通领域带量采购、两票制和一致性评价等政 策的实施促使我国医药欧亿·体育(中国)有限公司正在加速洗牌,整体从高速发展向高质量发展。与 此同时我国经济、社会、科技环境也在不断发生着改变,人口老龄化日趋严重, 二胎政策持续放开,生活工作节奏加快,亚健康人群不断增加,经济收入水平 显著提高,人们的健康意识也不断加强。以上诸多因素都在刺激着医药产业的 发展。 本文选择了HW医药公司作为案例。HW医药公司依托HW集团经过多年 的发展现在已经初具规模。但HW医药公司在市场营销策略的制定上存在很多 问题。本文通过分析HW医药公司在营销组合策略的产品、价格、渠道、促销 等现状和问题,发现在营销策略组合中存在产品同质化严重,处方药较多,渠 道拦截现象严重,终端推广方式单一、缺乏整体规划等问题。同时继续分析了HW 医药公司所处的外部环境,在进一步运用SWOT分析了HW医药公司目前内部 所具有的优劣势以及外部所面临的机会和威胁。最终从HW医药公司实际出发 运用4P营销理论结合终端客户的实际需求运用4C营销理论进行策略制定,在 终端推广策略制定时再结合4C的基础上运用差异化营销理论知识进行推广策略 的制定。最后在措施保障方面大胆的提出了“市场研究部”和“企业核心关键 人才计划”等一系列措施以保障策略的有效实施。希望通过这些切合实际的建 议,为HW医药公司提供市场营销策略上的参考。 关键词:营销策略;医药公司;4P理论;4C理论 Abstract II Abstract Since 2009, China's pharmaceutical marketing has formally entered the transformation stage of policy norms. The implementation of the health care reform policy focuses on solving the core problems of high drug prices and unsightly medical treatment for the common people. A basic drug system and a basic medical insurance system have been established. In the field of drug circulation, the implementation of policies such as purchasing with quantity, two-ticket system and consistency evaluation has accelerated the shuffling of the pharmaceutical industry in China, and the overall development from high-speed to high-quality. At the same time, China's economic, social and technological environment is constantly changing, the aging of the population is becoming more and more serious, the policy of second child continues to open up, the pace of life and work is accelerating, the sub-healthy population is increasing, the level of economic income has been significantly improved, and people's health awareness has been strengthened. These factors are stimulating the development of the pharmaceutical industry. This paper chooses HW Pharmaceutical Company as a case. HW Pharmaceutical Company, relying on the development of HW Group for many years, has now begun to take shape. But HW Pharmaceutical Company has many problems in the formulation of marketing strategy. By analyzing the current situation and problems of products, prices, channels and promotions of HW Pharmaceutical Company in its marketing mix strategy, this paper finds that there are many problems in the marketing mix strategy, such as serious homogeneity of products, more prescription drugs, serious channel interception, single terminal promotion mode and lack of overall planning. At the same time, we continue to analyze the external environment of HW Pharmaceutical Company, and further use SWOT to analyze the internal strengths and weaknesses of HW Pharmaceutical Company, as well as the opportunities and threats faced by the external. Finally, starting from the actual situation of HW Pharmaceutical Company, using 4P marketing theory combined with III the actual needs of terminal customers, using 4C marketing theory to formulate strategies, and using 4V marketing theory knowledge to formulate promotion strategies when formulating terminal promotion strategies combined with 4C. Finally, a series of measures, such as "Strategic Research Department" and "Enterprise Core Key Talents Plan", are boldly put forward to ensure the effective implementation of the strategy. It is hoped that through these practical suggestions, HW Pharmaceutical Company can provide reference on marketing strategy. Key words: marketing strategy; pharmaceutical company; 4P theory; 4C theory Abstract 目录 IV 目录 摘要 ......................................................I Abstract .................................................II 目录 .....................................................IV 第一章 绪论 ...............................................1 第一节 研究的背景 ...............................................................................................1 一、 医药欧亿·体育(中国)有限公司产业结构分析 .........................................................1 二、 医药欧亿·体育(中国)有限公司产业链分析 ............................................................3 三、 本文研究的目的和意义 .........................................................3 第二节 国内外研究现状 .......................................................................................4 一、 国外研究现状 ....................................................................4 二、 国内研究现状 ....................................................................5 第三节 研究的方法和内容结构 ...........................................................................6 一、 研究的内容结构 .................................................................6 二、 研究的方法 .......................................................................7 三、 技术路线 .........................................................................8 第四节 本文的创新与不足 ...................................................................................9 第二章 相关市场营销理论及医药营销模式 ....................10 第一节 营销基本理论 .........................................................................................10 一、 4P营销理论 ....................................................................10 二、 4C营销理论 ....................................................................11 目录 V 三、 STP营销理论 ..................................................................11 第二节 医药营销模式 .........................................................................................13 一、 代理模式 ........................................................................13 二、 直营模式 ........................................................................14 三、 办事处+低价小包模式 ........................................................14 四、 混合模式 ........................................................................15 第三章 HW医药公司营销现状 ...............................16 第一节 HW医药公司简介 .................................................................................16 第二节 HW医药公司组织架构 .........................................................................16 第三节 HW医药公司营销现状分析 .................................................................18 一、 营销模式 ........................................................................18 二、 产品现状 ........................................................................21 三、 营销渠道 ........................................................................24 四、 价格现状 ........................................................................26 五、 促销现状 ........................................................................27 第四节 HW医药公司营销存在问题分析 .........................................................28 一、 产品方面的问题 ................................................................28 二、 渠道方面的问题 ................................................................29 三、 价格方面的问题 ................................................................29 四、 促销方面的问题 ................................................................29 第五节 本章小结 .................................................................................................30 第四章 HW医药公司产品市场营销环境分析 ...................31 第一节 HW医药公司外部宏观环境分析 .........................................................31 一、 政策环境分析 .....................