摘要
I
摘要
随着市场经济的发展和网络信息化步伐的加快，中国医药市场发生了巨大
变化。国内医药企业，特别是中药企业面临激烈的竞争。一些制药企业由于科
学的市场本土化和战略创新、营销创新而变得越来越大，有些制造企业由于管
理不善和营销策略不正确而导致其垮台。为了紧缩发展步伐，QHXC药业公司
建立健全市场营销策略和一系列营销创新，是提升自身竞争力，扩大品牌影响
力，抢占国内和国际市场竞争力的必然选择。国际市场与企业核心价值链的凝
聚与整合
基于中医药市场前景广阔和西医竞争压力，通过分析环境和条件、竞争对
手的地位，本文对QHXC药业的主要特点、探索方向和发展潜力，提出投资组
合策略的营销优化，即组织营销创新市场定位，市场细分，产品与市场结合，
品牌战略等方面。同时，QHXC药业公司还要注意营销信息平台建设，注意营
销信息平台建设和部分营销增值服务，为企业提供根本的、持续的营销改进和
长期可持续发展
本文对QHXC药业公司具有重要意义。一方面有利于推进公司营销模式的
探索和完善，公司的营销队伍建设，公司整体营销水平的提升。另一方面，有
利于其他类似公司获得更多市场机会，良好发展具有参考价值，对适应竞争性
营销环境，保持可持续发展，跟上信息化时代步伐也具有重要意义
关键词：中药制药;营销;战略
Abstract
II
Abstract
With the development of market economy and accelerating the pace of
networkinformation ,China's pharmaceutical market has undergone tremendous
changes.Domestic medicine enterprises, especially the traditional Chinese medicine
enterprises are facing the keen competition. Some pharmaceutical enterprises are
becoming bigger and stronger because of their scientific market localization and the
strategic innovation and marketing innovation, some are contributing to their
downfall due to poor management and incorrect marketing strategy. In order to fasten
its development pace, ZHONGYIpharmaceutical company has established and
improved the marketing strategy as well as a series of marketing innovation, which is
an inevitable choice for it to enhance its own competitiveness, enlarge brand
influence, and seize rapidly corresponding domestic and international market, with
the condensation and integration of the enterprise's core value chain.
Based on broad prospects of the Chinese medicine market and competitive
pressure from the Western medicine., by analyzing. the environment and conditions,
its competitor status, this paper points out ZHONGYI’s marking main characteristics,
explores the direction on, how to develop its potentia] and exert its advantages, put
forwardits marketing optimization on portfolio strategy, namely carrying out
composed marketing innovation in the market positioning ,market segmentation,
product and market combination,brand strategy and other aspects.At the same time,
the ZHONGYI company should also pay some attention to construction of the
marketing informationplatform and some attention to construction of the marketing
information platform and some marketing value-added services, supplying the
enterprise for fundamental, continuous marketing improvement and the long-term
sustainable development.
This paper on ZHONGYI pharmaceutical company is of great significance. On
one hand, it helps to push forward exploration and improvement of marketing mode
in this company, and it is conducive to the company's marketing team building, helps
the company to enhance the overalllevel of marketing. On the other hand ,it is of
Abstract
III
reference value for other similar companies to win more market share and gain the
healthy development, to adapt the competitive marketing environment and keep
sustainable development , in the age ofinformation technology.
Key words: ZHONGYIpharmaceutical; marketing;strategy。。。。。。