JS药业的社区营销策略研究
JS药业的社区营销策略研究
摘要
在新医改的政策背景下，基层医疗卫生机构建设得到重视,以往基层
医疗环境得到大幅度改善，从乡村卫生院到县级医院、各个基层医疗卫生
连起的网络得到完善，大幅增加了第三终端市场的市场容量，虽然医院仍
然是医药企业的主流市场，但受到分级诊疗、两票制等政策的影响，医院
市场的营销难度增加，社区的药品消费将成为我国医药营销领域的潜力市
场。
本研究从企业概况、产品信息、竞争环境和营销现状4个方面分析
JS药业的概况及现状。在国内，JS药业凭借其有技术优势的先进产品优
势，在市场上的占有率常年保持领先。产品质量和研发水平在全国同类企
业中居于首位。近些年，国内生长激素市场随着有需求的人群增多而增大，
另一方面，二次议价及控制药占比等政策影响下生长激素在大型医院终端
的销售额增速减慢，社区市场日益凸显，因此企业开始发展新的营销终端，
开发社区市场。
本研究通过研究归纳国内外研究现状，相关文献分析，对社区的组成
成员和社区的情况以及企业状况进行分析，从这三个方面构建出了社区成
员对JS药业公司生长素类产品购买决策的影响因素模型。在适合的社区
发放和回收调查问卷，共搜集到215份有效问卷，运用相关统计学分析软
件进行处理分析，对本研究建立的模型进行验证，通过实证分析得出了本
研究的研究结论，即社区中影响用户选择JS公司产品的决策因素，通过
本研究的研究结果可以看出，JS药业在社区营销时存在社区市场开发不
JS药业的社区营销策略研究
足、营销人才储备不足、新患增长缓慢、产品宣传的内容和方式单一、没
有与用户建立深入的互动关系等问题。针对上述问题，探讨JS药业开展
社区营销的策略。从场景营造、社群运营、内容创制和连接维护4个角度
进行具体分析,最终制定出了适合JS公司长远发展的社区营销策略
关键词:处方药，社区营销，营销策略
JS药业的社区营销策略研究
RESEARCH ON COMMUNITY MARKETING STRATEGY
OF JS PHARMACEUTICAL INDUSTRY
ABSTRACT
Under the policy background of the new medical reform, attention has been
paid to the construction of grass-roots medical and health institutions, and the
grass-roots medical and health network of county-level hospitals, township health
centers, community health service centers and village clinics has been improved,
which has greatly increased the market capacity of the third end market. Although
hospitals are still the mainstream market of pharmaceutical enterprises, they are
affected by policies such as hierarchical diagnosis and treatment and two vote
system, Themarketing difficulty ofhospital marketincreases, and thedrug
consumption incommunity willbecome the potentialmarket inthe fieldof
pharmaceutical marketing in China.
Thisstudy analyzesthegeneral situationandcurrent situationofJS
pharmaceutical industry from four aspects: enterprise profile, product information,
competitive environmentand marketingstatus. InChina, JSpharmaceutical
continues to be the first in market share with the advantages of powder injection,
water injection and long-term product echelon, and its product quality and R & D
level rank first among similar enterprises in China. With the further excavation of
people with dwarfism, the expansion of indications and the sinking of the second
and third tier market, the domestic growth hormone market space is also gradually
expanded. On the other hand, under the influence of policies such as secondary
price negotiation and controlling the proportion of drugs, the sales growth of growth
hormone in large hospital terminals slowed down, and the community market
became increasingly prominent. Therefore, enterprisesbegan to develop new
marketing terminals and develop the community market.
By summarizing and analyzing the characteristics and behavior of users in the
community, this paper constructs the influencing factor model of the community on