摘要
III
摘 要
在我国国民经济和社会发展的“十二五”期间，我国医药产业取得了长足的发
展和进步，尤其在“十三五”国民经济和社会发展纲要中关于健康规划，大力发展
大健康产业，随着‘健康中国’战略落地，‘十三五’期间围绕大健康、大卫生和大医学
的医疗健康产业有望突破十万亿市场规模。医疗健康产业也将引领新一轮经济发展
浪潮
进入“十三五”经济发展期间，我国逐步迈进了老龄化社会，随着老人的不断
增多，社会面临的健康压力日益加剧，对医疗、药品乃至是保健品的需求都在
不断攀升。面对竞争市场的千变万化，国家对医药行业调控日益增加，医保报
销控制、药品降价、基本药物目录、整治商业贿赂力度持续加强、广告监管立
法、临床用药路径规定、处方药用药限制等等，导致整个医药行业竞争越来越
激烈，内外资企业同台竞技，药品同质化现象严重
先声药业在这个激烈的竞争中生存下来，并不断的发展，但产品更新慢、
促销手段单一、渠道成本越来越高、各省市联合体招标导致降价，都面临营销
转型，文中通过剖析先声药业在营销组合策略的产品、渠道、价格与促销等现
状和问题，用SWOT进一步分析先声药业公司优势、劣势、机会和威胁，用PEST
分析企业当前存在机会和挑战分析，对该企业目前正在使用的营销策略进行修
改，优化完善产品、价格、渠道以及促销四大策略，使之更加科学。并针对该
公司制定的营销策略方案提供有力保障措施，如加强员工队伍建设、企业文化
建设、建立“第三终端”网络体系支撑，充分保障营销策略落地，不断提升先声药
业市场营销的竞争力，提高市场份额
关键词：营销策略；PEST；SWOT；营销组合
ABSTRACT
IV
ABSTRACT
During the 12th Five-Year Plan for national economy and social development in
our country, great progress and progress have been made in the pharmaceutical
industry in our country. In particular, in the Outline of National Economic and Social
Development in the 13th Five-Year Plan for Health, great efforts have been made to
develop a large-scale health industry, With the launch of 'Healthy China' strategy, the
health care industry around big health, big health and big medicine is expected to
exceed the market scale of 10 trillion during the 13th Five-Year Plan period. Health
care industry will also lead the new wave of economic development.
Entering the 13th Five-Year Plan period, China has gradually stepped into an
aging society. As the number of the elderly is constantly increasing, the health
pressure facing the society is on the rise. The demand for medical treatment,
medicines and even health care products are constantly on the rise. In the face of the
ever-changing competitive market, the state increasingly controls the pharmaceutical
industry. Medicare reimbursement control, drug price reduction, basic drug list,
remediation of commercial bribery continue to strengthen, the legislation of
advertising regulation, the route of clinical medication, prescription drug restrictions
and so on, The competition in pharmaceutical industry is more and more fierce. Both
domestic and foreign-funded enterprises compete on the same stage and the
phenomenon of drug homogeneity is serious.
Simcere in the marketing portfolio strategy of the product, channel, price and
promotion of the status quo and problems with the SWOT further analysis of Simcere
strengths, weaknesses, opportunities and threats, with PEST analysis of current
business opportunities and challenges analysis, The company is currently using the
marketing strategy to modify and optimize the product, price, channel and promotion
of the four strategies to make it more scientific. And provide powerful guarantee
measures for the marketing strategy plan formulated by the company, such as
strengthening the construction of staff team and corporate culture, establishing the
support of the network system of the third terminal, fully guaranteeing the
marketing strategy landed and continuously enhancing the competition of Simcere
Marketing Force, improve market share.
Key words: marketing strategy; PEST; SWOT; 4p
目 录
V
目 录
第1章 绪论 ..... 1
1.1 研究背景与意义 ......... 1
1.1.1 研究背景 ........... 1
1.1.2 研究意义 ........... 2
1.2国内外研究现状 .......... 3
1.2.1 国外研究现状 ... 3
1.2.2 国内研究现状 ... 3
1.3研究的内容与方法 ...... 5
1.3.1研究内容5
1.3.2研究方法6
1.4 研究的技术线路 ......... 6
第2章 先声药业公司营销现状及问题分析 . 8
2.1 公司概述 ......... 8
2.2 公司目前的营销现状 . 9
2.2.1 产品现状 ........... 9
2.2.2 价格现状 ......... 11
2.2.3 渠道现状 ......... 12
2.2.4 销售现状 ......... 14
2.3 公司营销存在的问题分析 ... 16
第3章 公司产品市场营销环境分析 ........... 20
3.1 公司宏观环境分析 ... 20
3.1.1政治法律环境分析 ...... 20
3.1.2经济环境分析 .. 21
3.1.3社会环境分析 .. 21
3.1.4 技术环境分析 . 23
3.2 公司产业环境分析 ... 24
3.2.1竞争环境分析 .. 24。