LY 药业是一家兽药原料药生产及销售型企业，其产品主要为抗生素和抗寄生虫 类产品，近年来由于市场竞争加剧，以及 LY 药业在营销管理的欠缺，出现了销售额 增长停滞，利润下滑等各项问题。本文以 LY 药业为研究对象，基于 4P 营销理论，从 产品、价格、渠道、分销四个方面介绍了 LY 药业的营销现状和现行营销策略，并通 过 SWOT 方法分析了企业面临的机会与威胁以及自身的优势和劣势，得出 LY 药业应 当选择 SO 策略，整合自身产品和工厂优势，承接产业转移机会，改进营销策略，增 加市场占有率，保证持续稳定的发展。同时，应当强化 WO 和 WT 策略，优化现行营 销策略，改进生产技术和工艺，缩减产品成本，提升产品竞争力，为 SO 策略提供有 力的支持。 随后通过设计调查问卷和深度访谈发掘企业营销策略中存在的问题及原因，目前 LY 药业主要存在着产品优势不明显、认知度不高、新产品研发缓慢；产品定价过高 且缺乏客户沟通，价格调整缓慢且折扣标准混乱；过度依赖分销商且代理商激励不足， 缺乏网络渠道建设；促销活动较少且缺乏吸引力，促销人员积极性不高等问题。 最后设定营销策略优化目标，运用 STP 分析方法确定目标市场和市场定位，然后 结合 4P 营销理论提出缩减产品组合、合作研发新产品的产品优化策略；定价前加强 客户沟通、实行分级价格、成立报价反馈群的价格优化策略；提高代理商激励水平， 增加直销客户占比，加强网络渠道建设的渠道优化策略；开展整合营销传播，改进促 销方案，提升销售积极性的促销优化策略。 关键字：原料药 4P 营销策略 市场营销 营销策略优化II ABSTRACT LY Pharmaceuticals is a veterinary drug raw material production and sales company. Its products are mainly antibiotics and antiparasitic products. In recent years, due to the intensified market competition and the lack of marketing management of LY Pharmaceuticals, sales growth has stagnated. Problems such as falling profits. This article takes LY Pharmaceuticals as the research object, based on the 4P marketing theory, introduces the marketing status and current marketing strategies of LY Pharmaceuticals from the four aspects of product, price, channel and distribution, and analyzes the opportunities and threats faced by the company through the SWOT method. As well as its own advantages and disadvantages, it is concluded that LY Pharmaceuticals should choose SO strategy, integrate its own product and factory advantages, undertake industry transfer opportunities, improve marketing strategies, increase market share, and ensure sustained and stable development. At the same time, it should strengthen WO and WT strategies, optimize current marketing strategies, improve production technologies and processes, reduce product costs, enhance product competitiveness, and provide strong support for SO strategies. Then, through designing questionnaires and in-depth interviews to discover the problems and reasons in the company's marketing strategy, LY Pharmaceuticals currently mainly has product advantages that are not obvious, recognition is not high, new product development is slow; product pricing is too high and lack of customer communication , Price adjustments are slow and discount standards are chaotic; over-reliance on distributors and insufficient agent incentives, lack of network channel construction; less promotional activities and lack of attractiveness, and low enthusiasm of promoters. Finally, set marketing strategy optimization goals, use STP analysis methods to determine the target market and market positioning, and then combine 4P marketing theory to propose product optimization strategies for reducing product portfolios and co-developing new products; strengthening customer communication, implementing tiered prices, and establishing quotations before pricing The price optimization strategy of the feedback group; improve the incentive level of agents, increase the proportion of direct sales customers, and strengthen the channel optimization strategy of network channel construction; carry out integrated marketing communication, improve the promotion plan, and promote the promotion optimization strategy of sales motivation.III Keywords:API, 4P marketing strategy, marketing, marketing strategy optimizationIV 目 录 摘要..................................................................................................................................I ABSTRACT............................................................................................................................II 第一章 绪论.........................................................................................................................1 1.1 研究背景及意义..............................................................................................................1 1.1.1 研究背景...................................................................................................................1 1.1.2 研究意义...................................................................................................................1 1.2 国内外研究综述..............................................................................................................2 1.2.1 国外研究现状...........................................................................................................2 1.2.2 国内研究现状...........................................................................................................3 1.3 研究内容及方法..............................................................................................................6 1.3.1 研究内容...................................................................................................................6 1.3.2 研究方法...................................................................................................................8 1.4 创新点..............................................................................................................................8 第二章 相关理论综述.........................................................................................................9 2.1 医药市场营销理论..........................................................................................................9 2.2 国际医药贸易理论..........................................................................................................9 2.3 SWOT 分析理论...............................................................................................................9 2.4 STP 战略理论..................................................................................................................10 2.5 市场营销策略理论.........................................................................................................11 第三章 LY 药业市场营销现状与环境分析..................................................................... 12 3.1 LY 药业企业简介........................................................................................................... 12 3.2 LY 药业营销现状介绍................................................................................................... 12 3.3 LY 药业现行营销策略................................................................................................... 15 3.3.1 产品策略................................................................................................................. 15 3.3.2 价格策略................................................................................................................. 16 3.3.3 渠道策略................................................................................................................. 16 3.3.4 促销策略................................................................................................................. 16 3.4 SWOT 分析.....................................................................................................................18 3.4.1 优势......................................................................................................................... 18 3.4.2 劣势......................................................................................................................... 19 3.4.3 机会.........................................................................................................................