改革开放四十年来，中国的经济突飞猛进，医药产业作为国民经济的重要组 成部分，也得到了蓬勃发展。目前医药领域已经成为国民经济各产业中发 展最快 的产业之一，且在国内生产总值（GDP）中的比重也不断提高。中国是一个糖尿 病大国，预计到2045年全球糖尿病患者将达到6.29亿。巨大的市场潜力，注定 中国的糖尿 病药品市场是兵家必争之地。诺华制药公司生产的维格列汀（商品名 佳维乐）是DPP-4抑制剂，属于新型降糖药物，是国内第三个上市的DPP-4抑制 剂，受到上市时间，医院准入 ，公司策略等因素影响，佳维乐自上市以来市场份 额一直较低。 本论文经过对大量文献进行梳理之后，了解了处方药特点和营销特征，同时 还对波特五力、STP、PEST、7P和4P 营销理论进行了分析。首先分析了目前佳维 乐在营销遇到的问题和目前的情况，随后根据整体的糖尿病市场、行业环境和宏 观环境进行了分析。在SWOT工具的帮助下，对佳维乐 进行了劣势和优势的分析， 同时也分析了威胁和机会，并以此为依据制定了可行的策略方案。其次，对佳维 乐产品运用了STP进行分析，清晰了其市场细分，目标市场和产品定位 。进而结 合当前我国医改的变化趋势，从7P营销理论的产品、价格、渠道、促销、人员、 过程管理、有形展示等方面，进行系统和全面的分析，并重新制定佳维乐市场营 销组合 策略，以及从合规、财务、团队文化方面实施及保障。 通过对佳维乐市场营销组合策略进行上述优化，能使其市场增长超越竞争对 手，从而获得更多的市场份额，同时希望该方 案能为药品市场营销的研究提供了 一个可以参考的理论方法，对跨国药企在中国市场制定有竞争力的营销方案有一 定借鉴作用。 关键词：医药营销，跨国药企，学术推广，佳维 乐 MBA学位论文 作者：赵琪 诺华公司处方药佳维乐营销策略改进研究 II Research on Improvement of Novartis Prescription Drug Galvus Marketing Strategy Abstract In the 40 years since reform and opening up, China's economy has made rapid progress, and the pharmaceutical industry, as an important part of the national economy, has also developed vigorously. At present, the pharmaceutical industry has become one of the fastest-growing industries in various industries of the national economy, and its proportion in gross domestic product (GDP) has also continued to increase. China is a large country with diabetes, and it is estimated that by 2045, the number of diabetic patients worldwide will reach 629 million. The huge market potential destined China's diabetes drug market to be a battleground for soldiers. Vigliptin produced by Novartis Pharmaceuticals (brand name Galvus) is a DPP-4 inhibitor, a new type of hypoglycemic drug, and is the third DPP-4 inhibitor listed in the country. Factors such as the company's strategy have influenced Galvus's market share since its listing. This Paper combed through the literature to sort out the prescription drugs and their characteristics, the marketing characteristics of prescription drugs, and made a systematic statement on marketing-related theories such as 4P and 4C marketing theory, PEST, STP, and Porter's five-force analysis theory. Firstly, the current status of Galvus's marketing and the analysis of marketing problems are described. Then, the current situation of prescription drug marketing is analyzed from the macro environment, the environment of the pharmaceutical industry, and the marketing environment of diabetes drugs. The advantages and disadvantages of the internal environment of Galvus are analyzed using SWOT , The opportunities and threats of the external environment, based on the analysis results to develop a feasible strategy plan, and then use STP analysis method to carry out market segmentation and target market determination and product positioning of Galvus. Finally, based on the current trends in China's medical reform, a systematic and comprehensive analysis of the Products, Prices, Place, Promotions, People,Process,Physical Evidence etc. of the 7P marketing theory, and re-formulation of Galvus's marketing mix strategy, and from compliance, finance, team Implementation and protection in culture. It is hoped that it can provide a reference theoretical method for the research of pharmaceutical marketing, MBA学位论文 作者：赵琪 诺华公司处方药佳维乐营销策略改进研究 III and it will be a reference for multinational pharmaceutical companies to formulate a competitive marketing plan in the Chinese market. Key words: pharmaceutical marketing, Multinational pharmaceutical companies, academic promotion, Galvus MBA学位论文 作者：赵琪 诺华公司处方药佳维乐营销策略改进研究 IV 目 录 中文摘要 ............................................... I Abstract .............................................. II 第一章 绪论 ........................................... VI 1.1 研究背景与研究意义 ......................................... 1 1.1.1 研究背景 ..................................................... 1 1.1.2 研究意义 ..................................................... 2 1.2 研究内容与研究方法 ......................................... 3 1.2.1 研究内容 ..................................................... 3 1.2.2 研究方法 ..................................................... 3 1.3 研究框架与技术路线 ......................................... 4 1.3.1 研究框架 ..................................................... 4 1.3.2 研究技术路线图 ................................................ 5 第二章 基本概念和相关理论综述 ........................... 6 2.1 基本概念 ................................................... 6 2.1.1 处方药品及特点 ................................................ 6 2.1.2 处方药市场营销特征 ............................................ 6 2.2 相关理论综述 ............................................... 7 2.2.1 4P营销理论 ................................................... 7 2.2.2 7P营销组合 ................................................... 7 2.2.3 PEST分析理论 ................................................. 8 2.2.4 STP分析理论 .................................................. 8 2.2.5 波特五力分析理论 .............................................. 9 第三章 诺华公司处方药佳维乐市场 营销现状与问题 .......... 10 3.1 公司概况及产品介绍 ........................................ 10 3.1.1 公司概况 .................................................... 10 3.1.2 疾病背景及产品介绍 ........................................... 11 3.2 佳维乐市场营销现状 ........................................ 13 3.2.1 人员现状 .................................................... 13 3.2.2 绩效现状 .................................................... 14 3.2.3 市场现状 .................................................... 16 MBA学位论文 作者：赵琪 诺华公 司处方药佳维乐营销策略改进研究 V 3.3 佳维乐市场营销问题分析 .................................... 17 3.3.1 产品特点不突出，医生印象不深刻 ............................... 17 3.3.2 学术推广缺乏创新，同质化竞争现象明显 ......................... 17 3.3.3 医院准入缓慢，渠道覆盖率低 ................................... 17 3.3.4 销售人员流动率高，团队青黄不接 ............................... 18 第四章 诺华公司处方药佳维乐营销环境分析 ................ 20 4.1 宏观环境分析 .............................................. 20 4.1.1 政治环境分析 ................................................. 20 4.1.2 经济环境分析 ................................................. 21 4.1.3 社会环境分析 ................................................. 22 4.1.4 技术 环境分析 ................................................. 22 4.2 行业环境与竞争对手分析 .................................... 23 4.2.1 行业环境分析 ................................................. 23 4.2.2 竞争对手分析 ................................................. 23 4.3 SWOT分析 ................................................. 31 4.3.1 优势分析 .................................................... 31 4.3.2 劣势分析 .................................................... 33 4.3.3 机会分析 .................................................... 33 4.3.4 威胁分析 .................................................... 34 4.3.5 SWOT分析结论 ................................................ 35 第五章 诺华公司处方药佳维乐营 销组合策略 .