I 摘要 江西富祥药业（以下简称富祥药业）是一家专业从事原料药、医药中间体及相关产 品研发、生产与销售的企业，公司的营销策略和营销管理相对较弱。本文基于4P营销 理论，分析富祥药业营销策略现状，采用问卷调查以及访谈调查探究营销策略存在的问 题，最后结合4P营销理论制定相应的营销策略。 本文首先基于4P营销理论，从产品、价格、渠道、促销四个方面介绍了富祥药业 的产品营销策略现状。同时，采用问卷调查与访谈调查结合的方式从产品、价格、渠道、 促销四个方面进行调查，最后发现富祥药业在产品策略上存在着产品认知度不高、产品 质量优势不明显、产品研发效率较低等问题；价格策略存在着价格偏高、产品定价前未 充分了解客户需求等问题；渠道策略存在着网络营销渠道投入不足、对分销渠道依赖程 度较大等问题；促销策略存在着促销活动的力度不够、促销方式缺乏创新等问题。其次， 通过SWOT矩阵分析得知，富祥药业应主要采取SO策略，继续保持和发挥原料药的技 术、创新、质量等优势，巩固其在原料药行业内的市场地位；利用优势资源，培养核心 竞争力，建立品牌知名度，力争在原料药行业内持续稳定发展。同时，针对富祥药业的 内部劣势和外部威胁，富祥药业应强化WO和WT策略，主要包括：优化公司营销策略， 降低竞争对手带来的威胁；加强营销团队管理和建设；加强与新药研发团队的合作，依 此增强富祥药业的市场竞争力，为公司SO策略的实施提供强力的支撑。最后，针对富 祥药业营销策略存在的问题，结合SWOT矩阵分析，提出以多层次的产品策略、灵活可 控的价格策略、多元化的渠道策略、与客户共鸣的促销策略。 关键词：4P营销策略；原料药；医药销售策略 Abstract II Abstract JiangxiFushinePharmaceuticalisanenterprisespecializinginR&D,productionand salesofAPIs,pharmaceuticalintermediatesandrelatedproducts.Itsmarketingstrategyand marketingmanagementarerelativelylaggingbehind.Basedon4Pmarketingtheory,this thesisanalysesthecurrentsituationofmarketingstrategyofFushinePharmaceutical,explores theshortcomingsofmarketingstrategybyquestionnairesurveyandinterviewsurvey,and finallyformulatescorrespondingmarketingstrategywith4Pmarketingtheory. Firstly,basedon4Pmarketingtheory,thisthesisintroducesthecurrentsituationof productmarketingstrategyofFushinefromfouraspects:product,price,channeland promotion.Atthesametime,thequestionnairesurveyandinterviewsurveywereusedto investigatetheproblemsfromfouraspects:product,price,channelandpromotion.Finally,it wasfoundthatFushinehadsomeproblemsinproductstrategy,suchaslowproduct awareness,lowproductqualityadvantage,lowproductR&Defficiency,etc.Pricestrategy hadsomeproblems,suchashighpriceandinsufficientunderstandingofcustomerdemand beforeproductpricing.Therearesomeproblemsinchannelstrategy,suchasinadequate investmentinnetworkmarketingchannels,greaterdependenceondistributionchannels, insufficientnumberofpromotionalactivitiesandlackofinnovationinpromotionmethods. Secondly,throughSWOTmatrixanalysis,weknowthatFushineshouldmainlyadoptSO strategy,continuetomaintainandgivefullplaytothetechnological,innovativeandquality advantagesofAPIs,consolidateitsmarketpositionintheAPIindustry,utilizesuperior resources,cultivatecorecompetitiveness,establishbrandawareness,andstrivefor sustainableandstabledevelopmentintheAPIindustry.Atthesametime,inviewofthe internaldisadvantagesandexternalthreatsofFushine,FushineshouldstrengthenWOand WTstrategies,mainlyincluding:optimizingthecompany'smarketingstrategytoreducethe threatposedbycompetitors;strengtheningthemanagementandconstructionofmarketing team;strengtheningcooperationwiththeresearchanddevelopmentteamofnewdrugs,soas toenhancethemarketcompetitivenessofFushineandprovidestrongsupportforthe implementationofSOstrategy.Finally,inviewoftheproblemsexistinginthemarketing strategyofFushine,combinedwithSWOTmatrixanalysis,thethesisputsforwardmulti-level productstrategy,flexibleandcontrollablepricestrategy,diversifiedchannelstrategy,and promotionstrategythatresonateswithcustomers. Keywords:4Pmarketingstrategy;API;pharmaceuticalsalesstrategy 目录 III 目录 第1章绪论.............................................................................................................................1 1.1研究背景与意义........................................................................................................1 1.1.1研究背景.........................................................................................................1 1.1.2研究意义.........................................................................................................1 1.2研究内容及方法........................................................................................................2 1.2.1研究内容.........................................................................................................2 1.2.2研究方法.........................................................................................................3 第2章理论基础及文献综述.................................................................................................5 2.1营销组合策略理论....................................................................................................5 2.1.14P营销理论....................................................................................................5 2.1.24C和4R营销理论..........................................................................................5 2.2文献综述....................................................................................................................6 2.2.1国外研究现状.................................................................................................6 2.2.2国内研究现状.................................................................................................6 2.2.3评述.................................................................................................................9 第3章富祥药业原料药营销现状及问题分析...................................................................11 3.1富祥药业公司简介..................................................................................................11 3.2公司现行的营销策略..............................................................................................11 3.2.1产品策略.......................................................................................................12 3.2.2价格策略.......................................................................................................13 3.2.3渠道策略.......................................................................................................14 3.2.4促销策略.......................................................................................................14 3.3现行营销策略实施情况的调查分析......................................................................17 3.3.1调查设计.......................................................................................................17 3.3.2问卷调查结果统计.......................................................................................18 3.4现行营销策略存在的问题和调查分析..................................................................21 3.4.1产品市场竞争力不足...................................................................................21 3.4.2价格高于市场平均价...................................................................................23 3.4.3渠道单一并缺乏网络渠道...........................................................................25 3.4.4促销活动力度及创新不够...........................................................................27 第4章富祥药业原料药营销环境SWOT分析.....................................................................29 4.1富祥药业的优势......................................................................................................29 4.1.1技术人才充足...............................................................................................29 4.1.2产品自主创新程度较高...............................................................................30 4.1.3产品设备配置较高.......................................................................................30 4.1.4生产管理制度规范.......................................................................................30 4.1.5客户忠诚度较高.......................................................