随着我国医药市场，尤其是心脑血管医药市场需求的增长，S 药业集团在过 去几年中发展速度较快，但也面临着一定的营销战略问题。在这样的背景下，S 药业集团需要对现有的营销战略体系进行优化。因此，本文基于相关营销分析工 具以及营销理论的基础上，使用问卷调查法以及访谈咨询法，选取 S 药业集团的 企业客户为调查对象，从 4P 营销理论的 4 个维度分析当前 S 药业集团在营销战 略上存在的问题及不足。进而结合 SWOT 分析结果，结合存在的问题及不足提 出营销战略目标、营销战略实施建议、营销战略保障机制。通过论文的研究，主 要得到以下结论： （1）论文基于 617 份有效问卷以及 20 位企业客户代表的意见反馈分析，当 前 S 药业集团在营销战略上主要存在着以下问题：产品综合竞争力不足、价格体 系不符合市场需求、营销渠道过于单一、促销方式落伍。 （2）S 药业集团当前所拥有的优势包括：技术开发能力强、强大的市场服 务意识、相对高的企业起点、产品产量与质量优势、相对健全的医药人力资源管 理。劣势包括：新药研发时间较长、企业内部管理水平不够、企业品牌价值有待 提升。机遇包括：医药市场发展前景良好、新药研发基础条件良好。威胁包括： 现有政策提升了新药研发要求、对药物监管政策逐步严格、心脑血管医药市场竞 争激烈。基于 SWOT 分析矩阵，分别得到了 SO/ST/WO/WT 等营销战略，结合 S 药业集团的实际状况，该集团应该走 SO 营销战略。即是继续加强自身的优势所 在；结合国家现有的政策及新药研发良好外部环境，快速扩张市场；提升新药研 发速度，满足各类客户心脑血管用药需求。 （3）S 药业集团的战略愿景为：以心脑血管药品为拳头产品，深耕全国医 药市场布局，打造为国内先进、国际一流的心脑血管药品企业。营销战略目标包 括市场目标、技术目标、组织目标的完成。针对营销战略具体存在的问题，提出 了多层次的产品战略、多元化的价格战略、多元化的渠道战略、符合客户需求的 促销战略等具体战略措施。同时提出了完善企业组织架构、优化人力资源管理体 系、改善企业文化、重视医药产品质量安全管理等保障机制。 通过本文的研究，希望能够帮助 S 药业集团制定的市场营销战略以有效地拓 展区域市场，增强顾客忠诚度与市场竞争力。 关键词：SWOT 矩阵；营销战略问题；医药企业II Abstract As the demand of Chinese medicine market, especially cardio-cerebrovascular medicine market, S Pharmaceutical Group has developed rapidly in the past few years, but it is also facing some marketing strategy problems. Against this background, S Pharmaceutical Group needs to optimize the existing marketing strategy system. Therefore, based on the relevant marketing analysis tools and marketing theory, this paper uses questionnaire survey method and interview consultation method to select the enterprise customers of S Pharmaceutical Group as the survey object. This paper analyzes the problems and shortcomings of S Pharmaceutical Group in marketing strategy from four dimensions of marketing theory. Combined with the SWOT analysis results, combined with the existing problems and shortcomings of the marketing strategy objectives, marketing strategy implementation recommendations, marketing strategy guarantee mechanism. Through the research of the thesis, the following conclusions are obtained: (1) Based on 617 valid questionnaires and the feedback analysis of 20 corporate customer representatives, the following problems exist in the marketing strategy of S Pharmaceutical Group at present: the product strategy problem-the product comprehensive competitiveness is insufficient, the price strategy problem-the price system does not meet the market demand, the channel strategy problem-the marketing channel is too single, the promotion strategy problem-the promotion way is outdated. (2) The current advantages of S Pharmaceutical Group include: strong technology development ability, strong market service consciousness, relatively high enterprise starting point, product output and quality advantage. Relatively sound medical human resource management. The disadvantages include: long time of new drug development, insufficient internal management level of enterprises, and the value of enterprise brand to be improved. Opportunities include: good prospects for the development of the pharmaceutical market, new drug research and development conditions are good. Threats include: existing policies to enhance new drug research and development requirements, drug regulatory policy gradually strict, cardiovascular and cerebrovascular medicine market competition. The SO/ST/WO/WT marketing strategy is obtained based on the SWOT analysis matrix. Combined with the actual situation of the S pharmaceutical group, the group should take the SO marketing strategy. That is to continue to strengthen their own advantages; combined with the existing national policies and new drug research and development good externalIII environment, rapid expansion of the market; improve the speed of new drug research and development to meet the needs of all kinds of customers cardiovascular and cerebrovascular drugs. (3) The strategic vision of the S Pharmaceutical Group is to take cardio-cerebrovascular medicine as the leading product, deeply cultivate the layout of the national pharmaceutical market, and build into a domestic advanced and international first-class cardio-cerebrovascular medicine enterprise. Marketing strategic objectives include marketing, production, scientific research, human resources and other objectives. Aiming at the specific problems of marketing strategy, this paper puts forward some specific strategic measures, such as multi-level product strategy, diversified price strategy, diversified channel strategy, promotion strategy that meets the needs of customers and so on. At the same time, it puts forward the guarantee mechanism of perfecting enterprise organization structure, optimizing human resource management system, improving enterprise culture and paying attention to the quality and safety management of pharmaceutical products. Based on the research of this paper, it is hoped that it can help S the marketing strategy formulated by Pharmaceutical Group to effectively expand the regional market and enhance customer loyalty and market competitiveness. Key words: SWOT matrix marketing strategy issues pharmaceutical enterprisesIV 目录 第一章 绪论..................................................................................................................1 1.1 研究背景及研究意义......................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义................................................................................................1 1.2 国内外研究现状...............................................................................................2 1.2.1 国外研究现状.........................................................................................2 1.2.2 国内研究现状.........................................................................................3 1.2.3 文献评述.................................................................................................5 1.3 研究内容及研究方法......................................................................................6 1.3.1 研究内容................................................................................................6 1.3.2 研究方法................................................................................................6 1.4 研究框架及研究创新......................................................................................7 1.4.1 研究框架................................................................................................7 1.4.2 研究创新................................................................................................8 第二章 S 药业集团营销战略分析工具及营销理论基础...........................................9 2.1 SWOT 模型.......................................................................................................9 2.2 企业营销战略相关理论基础..........................................................................9 2.2.1 STP 模型.................................................................................................9 2.2.2 企业发展战略理论......................