本文运用文献研究和实证研究的方法,以YR药业公司的主要中药GD为对象,分
析了 YR药业公司客户的大量销售资料和数据。从市场调研入手,运用五力模型、SWOT
分析、4P营销工具等理论,对GD产品市场环境进行解析。通过细分市场,确立了产品
策略、价格策略、渠道策略、促销策略、服务策略。又对处方药的底价营销策略和专业
化营销策略进行了分析,认为GD药品应该根据目标市场不同的发展阶段,同一市场产
品不同生命周期,制定适合自己产品的营销策略。
本文通过YR药业公司市场营销现状和问题进行分析,探讨了 YR药业公司医药市
场营销的宏观环境、微观环境,设计了 YR药业公司的市场营销策略,对其它医药市场
的营销提供了借鉴,也对我国药业行业的发展有一定的参考价值。
【关键词】YR药业公司;药品营销;营销策略;营销组合
【研究类型】应用研究
Title: YR Pharmaceutical Company's Marketing Strategy Research
Specialty: Administration
Name: Dang Yuanhong
Tutor: An Liren
Signature:、
Signature:
Abstract
Medicine industry is expected to 2020, our country will become the world's
second largest pharmaceutical market, YR pharmaceutical industry independent
research and development GD medicine belongs to the category of new drugs,
the drug for the prevention and treatment of coronary heart disease,
cardiovascular disease has significant curative effect. Can say is the major
brands of medicines for the treatment of disease of heart head blood-vessel.
However, due to the similar drugs and alternative products in the industry into
unceasingly, makes the enterprise on the price of the product is carried out
between the fierce competition, GD drugs has entered a period of the bottleneck
of sales. So how to exert their own advantages, to develop in line with the
market environment of the marketing strategy, make the company a reasonable
standard marketing competitiveness.
This paper USES the method of literature research and empirical research,
in order to YR pharmaceutical company's main Chinese medicine GD as object,
analyzes the YR pharmaceutical companies and customers a large number of
sales data. From market research, using the five models, SWOT analysis, 4 p
marketing tools, such as theory, parse the GD product market environment.
Through the market segments, established the product strategy, price strategy,
channel strategy, promotion strategy, service strategy. And base of prescription
drug marketing strategy and professional marketing strategy are analyzed, and
think that GD drugs should be according to the different development stages of
target market, the same market different product life cycle, formulate marketing
strategy for their products.
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