药品是一种特殊的商品，和普通商品市场不同的是，药品市场是一个政策导 向型市场，每一项政策的出台都牵动行业人的心。自2015年至今，医药政策出台 的密度可谓空前。2015年国家各部门出台发布的医药相关政策就高达351份；而 2016年则是国家医药政策出台最多的一年，高达1613份；2017年文本依旧保持高 频率，共计1562份；2018年1-5月国家医药政策累计出台了442份。医药政策的频 繁出新是适应和应对医疗卫生领域的发展需要。对企业而言，其中既有机会，也 不乏挑战。如何在市场环境发生变化的背景下，开展药品生产企业区域市场的营 销变革，将成为一个具有行业实践指导意义的课题。 本文是以石家庄以岭药业商销部广东市场营销策略为研究主题。作为以岭药 业营销中心的一个事业部，商销部因为营销理念、品牌延伸、产品组合、价格制 定、渠道选择以及促销方式等多方面因素的综合影响，在当前医药行业市场环境 震荡变化的背景下，已经无法保持在广东市场销售增长的稳定性。针对这一现状， 本文将通过文献研究、实地访谈、调查问卷等研究方法展开对以岭药业广东市场 内、外部环境的综合分析，运用SWOT矩阵梳理和归纳其中的优势、劣势、机会 和威胁；结合定位理论对广东市场进行细分和选择；在4C、4R营销理论新视角下 以目标客户和市场竞争需求为导向，并以4P要素组合制定以岭药业广东市场营销 策略，同时针对策略的实施配套必要的保障措施。 本文在研究分析的基础上，提出并强调药品是一种特殊的商品，和药品相关 的营销策略需要及时根据市场环境的变化，尤其是医药行业宏观政策的调控而重 新审视。同时，药品也是一种商品，以岭药业在目标市场选择和企业定位方面， 应从自身经营目标和差异化特点出发，聚焦细分市场以体现企业核心竞争力。希 望通过本文的研究，能够为以岭药业其他区域市场营销策略的研究和制定提供依 据；同时为医药行业营销从业人员、相关领域学者提供借鉴和参考意义。 关键词：以岭药业，市场环境，营销策略，广东市场II STUDY OF MARKETING STRATEGY OF YILING PHARMACEUTICAL COMPANY IN GUANGDONG Abstract As a special commodity in the market, drugs or medicines are greatly influenced by every policy issued by the government in the industry. China has been quickening its reform in medical industrywith multiplied, newly-made policies since 2015, i.e. 351 instituted policies in 2015, 1613 in 2016, 1562 in 2017 and 442 again in 2018. In the context of state medical strategy of meeting new development, medical companies are forced to make marketing changes to confront the new challenges, which is a practical topic to be researched. This article is based on the marketing strategy of the Guangdong Pharmaceutical Marketing Commercial Department of Shijiazhuang Yiling Pharmaceutical Company. As a business department of Marketing Center of Yiling Pharmaceutical Company, the commercial department has found it hard, in the current turbulence of medical market, to maintain the stability of sales growth in the Guangdong market due to such factors as marketing concept, brand extension, product mix, price setting, channel selection and promotion methods. In view of this situation, this article will conduct a comprehensive analysis of the internal and external environment of Guangdong market through literature research,field interviews,questionnaires andotherresearchmethods, and use SWOT matrix to sort out and summarize the advantages, disadvantages, opportunities and threats. Combining the positioning theory to segment and select the Guangdongmarket and aiming at the target customers and market competition demand, the paper also advises for Yiling Pharmaceutical Company in Guangdong the new marketing strategies and safe-guarding countermeasures under the new perspective of 4C and 4R marketing theories. Based on the research and analysis, this article proposes that drugs are a special commodity and the marketing strategy needs to be re-examined according to the changes in the market environment, especially the adjustment of macro policy of pharmaceutical industry. Meanwhile, Yiling Pharmaceutical Company should concentrate on its core competence in terms of target market selection and enterpriseIII positioning from its own business objectives and differentiating characteristics. It is hoped that through the research of this article, it can provide a basis for the research and formulation of marketing strategies for other regional enterprises of Yiling Pharmaceutical company and at the same time provides references for the marketing practitioners in the pharmaceutical industry and scholars in related fields. Key words: Yiling Pharmaceutical Company，market environment，marketing strategy，Guangdong marketIV 目 录 中文摘要.................................................I Abstract.................................................II 第一章 绪论 .............................................1 1.1 研究背景和意义..............................................1 1.1.1 研究背景................................................1 1.1.2 研究意义................................................2 1.2 研究内容和思路..............................................3 1.2.1 研究内容................................................3 1.2.2 研究思路................................................3 1.3 研究方法和工具..............................................4 1.3.1 研究方法................................................4 1.3.2 研究工具................................................5 第二章 相关概念和理论综述 ...............................7 2.1 相关概念综述................................................7 2.1.1 药品相关概念............................................7 2.1.2 市场概念................................................7 2.1.3 市场营销概念............................................8 2.2 营销理论综述................................................9 2.2.1 STP理论.................................................9 2.2.2 定位理论................................................9 2.2.3 4P、4C、4R营销理论.....................................11 第三章 以岭药业概况与广东市场营销环境分析 ..............13 3.1 以岭药业概况...............................................13 3.1.1 以岭药业简介...........................................13V 3.1.2 营销中心组织架构和分工体系.............................14 3.2 外部环境分析...............................................15 3.2.1 宏观环境分析...........................................15 3.2.2 行业环境分析...........................................24 3.3 内部环境分析...............................................29 3.3.1 企业资源分析...........................................29 3.3.2 企业能力分析...........................................31 3.3.3 企业文化分析...........................................35 3.4 SWOT分析...................................................35 3.4.1 机会分析...............................................35 3.4.2 威胁分析...............................................36 3.4.3 优势分析...............................................36 3.4.4 劣势分析...............................................36 3.4.5 SWOT矩阵 .............................................37 第四章 以岭药业广东市场营销现状及问题 ..................39 4.1 广东市场营销现状...........................................39 4.1.1 销售规模现状...........................................39 4.1.2 产品结构现状...........................................39 4.1.3 人员组织架构及分工现状.................................43 4.1.4 营销推广模式现状.......................................43 4.2 广东市场营销现状存在问题...................................44 4.2.1 访谈和调查问卷内容.....................................45 4.2.2 访谈和调查问卷结果.....................................45 4.2.3 存在的主要问题.........................................47 第五章 以岭药业广东市场营销策略制定 ....................49 5.1 目标市场定位...............................................49VI 5.1.1 市场细分...............................................49 5.1.2 目标市场选择...........................................51 5.1.3 市场定位...............................................54 5.2 营销组合策略制定...........................................56 5.2.1 产品策略...............................................56 5.2.2 价格策略...............................................58 5.2.3 渠道策略...............................................59 5.2.4 促销策略...............................................62 第六章 以岭药业广东市场营销策略实施保障 ................65 6.1 调整组织架构...............................................65 6.2 完善人员招聘...............................................66 6.3 丰富培训体系...............................................66 第七章 结论与展望 ......................................68 7.1 结论.......................................................68 7.2 展望.......................................................68