本文通过积极寻求互联网营销新模式 SoLoMo 对辉瑞公司传统营销策略进行不断
优化，不断创新，寻求突破点，增强辉瑞公司与医生的关系，建立辉瑞与患者的双向沟
通渠道，在增强辉瑞与医患彼此粘性的同时，放大辉瑞产品线的优势，扩充市场份额，
增加在华销量。通过对络活喜这一具体案例市场营销策略的研究，探讨现有策略的不
足，前瞻未来抗高血压药物营销走向，运用 SoLoMo 营销模式解决学术营销面临的问
题，进而提升络活喜核心竞争力，扩大在华市场占有率，确保辉瑞公司在激烈的竞争中
处于绝对优势地位
本文以市场营销基本理论为指导，结合 SoLoMo 营销新模式，做了深入的市场调
研和访问，引用大量的文献和询证医学数据作为支撑，运用 PEST、波特五力模型、
SWOT、4P 和 STP 等市场营销分析工具，采用文献研究法、案例分析法、比较研究法
和问卷调研法，对络活喜的营销现状进行深入分析研究。通过分析发现现行学术营销
存在的问题，将引领互联网高速发展的 SoLoMo 模式—社交本地移动化，引入到跨国
制药企业处方药营销模式中，并对SoLoMo模式在络活喜营销中的应用做出具体分析
Social 模式大大提升了关系营销和目标客群的粘性；Local 模式由于受到政策限制，尚
只能在传统的本地化学术推广的基础上运用电子移动设备进行签到和现场互动，增进
客情关系；Mobile 模式整合了目标客群的碎片化时间，为一对一拜访提供了新的途径，
给目标客群提供了更为丰富的选择。文章在最后分别从建立优质的学习型团队；优化
资源配置，提高营销效率；强化营销计划管理；加强人才的战略规划；坚持营销模式的
丰富与创新，布局个性化医疗时代，五个方面部署了基于 SoLoMo 的络活喜营销策略
实施的保障措施。希望通过本文的研究，能够为跨国制药企业在中国营销模式的转变
及创新起到借鉴及指导性意义，为内资企业的发展提供一些帮助
关 键 词： 市场营销策略，抗高血压药物，SoLoMo，络活喜ABSTRACT
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ABSTRACT
Hypertension has become one of cardiovascular problems that seriously harm human health,
which is a major worldwide public problem. Associated with hypertension, the quantity of
complications is yearly increasing, and the prevalence of hypertension has led to rapid
expansion of the hypertension market. The demand for antihypertensive drugs is surging year
by year as well. Hypertension is a disease that develops slowly and needs long-term
medication treatment, so it becomes a highly competitive disease among multinational
pharmaceutical companies. High morbidity and expensive medical expenses promote the
patient’s concerns about the antihypertensive drug market. Patients have gradually get self-
diagnosis of their conditions through various media platform. The choice of treatment methods
tends to be rational and the judgment of the efficacy of drugs becomes more accurate. The
traditional doctor’s treatment model on the patient one-directional prescription will be
adjusted in the SoLoMo marketing which led by the widespread mobile Internet. Obsolete
marketing model in traditional academic of multinational pharmaceutical enterprises has been
challenged. The promotion model is simple and homogeneity phenomenon is serious.
Enterprises need to follow the pace of technology, adjust the brand marketing strategy with
the needs of doctors and patients, and develop an online marketing strategy.
This paper search for a new model of Internet marketing SoLoMo actively to optimize and
innovate the Pfizer Company&39;s traditional marketing strategy, seek a breakthrough point,
enhance the relationship between Pfizer and doctors, build the two-way communication
channels of Pfizer and patients, enhance the sticky of the Pfizer and patients, at the same time,
enlarge the advantages of Pfizer’s product line, expand market share, increase sales in China.
Through the study of the specific marketing strategy of Norvasc, now it is high time found out
shortcomings of the existing strategies, looked forward to the future antihypertensive drug
marketing trends, used the SoLoMo marketing model to solve the problems faced by academic
marketing, and enhanced the core competitiveness and enlarge the share in Chinese market.
These measures will ensure Pfizer Company to be in an absolute dominant position when
cracked by fierce competition. With the cornerstone of basic marketing theory and the new
model of SoLoMo marketing, this paper has done in-depth market research and visit, cited a
large number of literature and inquiry medical data as a support, used marketing analysis tools
like PEST, Porter five force model, SWOT, 4P and STP, adopted the approaches of text西安电子科技大学硕士学位论文
IV
searching, case analysis, compare searching and questionnaire searching to analyze the
marketing status of the Norvasc in-depth.
Through the analysis of the academic marketing problems that have emerged, SoLoMo model
which leads the Internet to rapid development - social local mobile, will be introduced into the
multinationalpharmaceuticalcompanyprescriptiondrugmarketingmodel,andtheapplication
of SoLoMo model in Norvasc marketing will be analyzed in detail. The Social model greatly
enhance the sticky which relates to be marketing and target customers; Due to the policy
constraints, Local model can only use electronic mobile devices to sign and live interaction in
the traditional localized academic promotion, and enhance customer relationship; Mobile
model integrates the fragmentation time of the target customers, provides a new way for one-
to-one visit and a richer choice for target individuals. At the end, the deployment of SoLoMo
based on the implementation of the Norvasc marketing strategy are deployed to protect the
security measures in five aspects, which are building a quality learning team optimizing the
allocation of resources, improving marketing efficiency; strengthening the administration and
execution of marketing plan and the strategic planning of talent; adhering to the rich and
innovative marketing model, and setting the layout of personalized medical era. It is
prospective that the study of this paper will be helpful for the transnational pharmaceutical
companies to change and innovate the marketing model in China and provide some help for
the development of domestic enterprises.
Keywords: Marketing Strategy,Antihypertensive Drugs, SoLoMo, Norvasc插图索引
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插图索引
图 1.1 研究路线图.......3
图 2.1 移动互联网三大关键词-SoLoMo .......5
图 2.2 波特模型-行业竞争结构模型..8
图 2.3 新药的生命周期...........9
图 2.4 SWOT 分析战略组合..10
图 2.5 4P 营销组合理论模型......
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