分类号密级
U D C
昆明理工大学专业学位硕士学位论文
广州A 公司速碧林药品浙江市场营销
策略研究
研究生姓名杨睿
指导教师姓名、职称龚映梅副教授
学科专业市场营销
研究方向市场营销策略研究
论文工作
起止日期2022年5月—2023年3月
论文提交日期2023年3月
昆明理工大学专业学位硕士学位论文广州A 公司速碧林药品浙江市场营销策略研究
摘要
心脑血管疾病对于人类的生命健康产生了巨大的威胁。随着人们生活水平
的逐步提升和时代的发展，营养过剩、环境恶化等问题开始逐步凸显，导致全
球心脑血管疾病的发病率出现了大幅的提升，肝素的问世让众多心脑血管疾病
患者看到了希望。现阶段肝素是使用效果最为理想的抗凝血药物，在临床上的
使用量也最多，主要在心脑血管疾病的治疗等环节进行应用，是目前血液透析
治疗环节唯一具有效果的特效药物。低分子肝素是在肝素的基础上进行深加工，
最终所形成的抗血栓类药物，在临床医学中得到了大规模的使用，是对急性静
脉血栓等疾病进行治疗是的首选药物。通过对临床使用效果进行调查后得知，
肝素不只是具有抗凝血作用，同时还拥有其他多种临床用途，比如降血脂、促
进纤维蛋白溶解等。
本文针对广州A 公司开展了全面性的调研，对于各类研究资料进行了收集，
并针对本公司浙江区的市场营销环境开展了系统性的研究，从不同的角度入手，
对于本公司的优劣势，所面临的机会和问题进行明确。在开展研究分析时，主
要是通过文献综述等方法，针对广州A 公司“速碧林”开展市场调研，并针对该
公司营销情况开展了分析，最终提出广州A 公司“速碧林”市场营销存在着市场
竞争压力大、产品供需失衡、定价缺乏合理性、依据欠缺充分性、销售渠道需
要进一步拓展、产品促销方式缺乏多样性等问题，必须针对营销策略开展优化，
应当利用产品组合对药品价值进行提升、通过客户需求对定价策略进行优化、
利用多元服务来对营销需求进行解决、针对促销方式进行优化，借此来让广州
A 公司速碧林营销策略的合理性和应用性得到提升，让广州A 公司速碧林的市
场竞争优势得到增强，为广州A 公司的健康、稳定发展打下坚实的基础。
关键词：速碧林药品；SWOT 分析；浙江市场；目标市场战略；营销策略
I
昆明理工大学专业学位硕士学位论文A 公司速碧林药品浙江市场营销策略研究
Abstract
Cardiovascular and cerebrovascular diseases pose a great threat to human life
and health.With the gradual improvement of people's living standards and the
development of the times,problems such as overnutrition and environmental
degradation have become increasingly prominent,leading to a significant increase in
the global incidence rate of cardiovascular and cerebrovascular diseases.The advent
of heparin has brought hope to many patients with cardiovascular and cerebrovascular
diseases.At present,heparin is the most ideal anticoagulant drug with the most
clinical use,mainly used in the treatment of cardiovascular and cerebrovascular
diseases It is the only effective drug in hemodialysis treatment at present.Low-
molecular-weight heparin is an antithrombotic drug formed by deep processing on the
basis of heparin,which has been widely used in clinical medicine and is the first
choice for the treatment of acute venous thrombosis and other diseases.According to
the investigation of the clinical use effect,heparin not only has anticoagulant effect,
but also has many other clinical uses,such as lowering blood fat,promoting
fibrinolysis,etc.
This paper has carried out a comprehensive research on Company A,collected
various research materials,and carried out a systematic research on the marketing
environment of the Company in Zhejiang.From different angles,it has made clear the
advantages and disadvantages of the Company,the opportunities and problems it
faces.When carrying out research and analysis,mainly through literature review and
other methods,we carried out market research on the "Sprite Forest"of Company A,
and analyzed the marketing situation of the company.Finally,we pointed out that
there are many problems in the marketing of "Sprite Forest"of Company A,such as
high market competition pressure,imbalance between supply and demand of products,
lack of rationality of pricing,lack of sufficiency of basis,further expansion of sales
channels,lack of diversity of product promotion methods,etc,It is necessary to
optimize the marketing strategy.We should use the product portfolio to improve the
value of drugs,optimize the pricing strategy through customer needs,solve the
marketing needs by using multiple services,and optimize the promotion methods,so
as to improve the rationality and applicability of the marketing strategy of company
A's Sprite Forest,enhance the market competitive advantage of company A's Sprite
Forest,and improve the health of company A Lay a solid foundation for stable
development.
III
昆明理工大学专业学位硕士学位论文A 公司速碧林药品浙江市场营销策略研究
Key Words:Paralin drugs ；SWOT analysis；Zhejiang market ；Target market
selection strategy；Marketing strategy
IV
目录
第一章绪论...............................................................................................1
1.1选题背景...........................................................................................1
1.2研究目的与意义...............................................................................1
1.3国内外研究现状...............................................................................2
1.3.1国外研究现状.............................................................................2
1.3.2国内研究现状.............................................................................4
1.4研究方法...........................................................................................7
1.5研究内容...........................................................................................7
第二章相关理论基础..............................................................................9
2.1STP 目标市场营销战略....................................................................9
2.24P 营销组合......................................................................................9
2.2.1产品策略.....................................................................................9
2.2.2价格策略...................................................................................10
2.2.3渠道策略...................................................................................10
2.2.4促销策略...................................................................................10
2.3B2B 营销.........................................................................................10
2.3.1B2B 营销基本概念...................................................................10
2.3.2B2B 营销模式...........................................................................11
第三章广州A 公司速碧林药品浙江市场营销现状与营销环境分析
.................................................................................................................12
3.1速碧林药品所在的肝素行业概况................................................12
3.1.1政策支持...................................................................................12
3.1.2产品前景...................................................................................12
3.2国内外低分子肝素产品营销现状................................................13
3.3广州A 公司速碧林药品浙江市场的营销现状...........................15
3.3.1广州A 公司简介......................................................................15
3.3.2广州A 公司速碧林药品在浙江市场营销现状......................15
3.4广州A 公司速碧林药品浙江市场营销环境SWOT 分析..........16
3.4.1优势...........................................................................................16
3.4.2劣势...........................................................................................18
3.4.3机遇...........................................................................................18
3.4.4威胁...........................................................................................19
3.4.5SWOT 矩阵...............................................................................20
第四章广州A 公司速碧林药品浙江市场营销调研与问题分析.......22