I 摘要 近些年，随着医疗改革的频频落地，我国的医药市场环境发生了很多重大的 变化，制药企业在中国市场的发展正在面临更多新的挑战。新产品上市困难和激 烈的竞争环境等多重因素影响下，整体公司业绩上升困难。因此，找到问题所在， 发掘新增长点是药企需要关注的重点。 本文以S制药企业为例，运用市场营销学等学科的相关理论，分析S公司目 前面临的问题，并找到符合S公司现状与发展的营销策略。目前S公司面临的最 显著的问题为：增长率与市场份额逐年下降。从此问题为研究出发点，结合S公 司的营销现状，分析S公司在营销过程中存在的问题：新产品研发效率低，产品 竞争力不足以应对竞争日渐激烈的市场环境，同时，由于一些药品专利期已过， 要面临仿制药带来的巨大威胁；过去的价格策略在新的市场环境下不再适用，需 要做出调整；同时，S公司有独立的营销团队，全权负责公司营销渠道的搭建，管 控与维护，耗费成本巨大；促销方式比较单一，缺乏个性化，智能化的促销手段， 对互联网平台，新媒体等新的技术条件利用还不够成熟。私立医院的增加以及医 疗机构下沉带来了新的市场空间，但S公司还没有及时做出评估与选择，没有投 入足够的资源进入开拓。然后，对S公司的内外部环境进行分析，外部环境主要 从宏观环境，行业环境，竞争环境以及需求市场四个方面进行阐述；内部环境主 要分析S公司的内部资源。根据以上分析，利用SWOT分析模型，对市场机会与 环境威胁，以及企业的优势劣势进行分析，制定适用于实际情况的策略，将企业 资源和行动聚焦在更有利于企业未来发展的合理位置上去，为后续S公司的营销 策略制定提供方向。 基于以上对企业所面临的问题以及分析，对S公司进行市场细分，目标市场 的重新选择与市场定位，最终基于4Ps理论，制定出相应的策略，为存在的问题 提出相应的解决方案，对S制药企业的营销策略进行优化。提出产品组合策略， 产品创新策略，产品品牌策略；结合产品生命周期以及产品在市场上所处阶段， 灵活定价；深耕现有核心渠道，开拓基层市场与私立医疗机构，加强对药品新零 售的探索；从学术推广，医药代表，药品展销，健康教育讲座等多个方面进行完 善，结合新媒体，数字化营销等手段提高S公司产品的列名覆盖。最后提出相关 建议对策略的实施过程进行保障。希望本文可以为新形势下制药企业在中国市场 的营销策略制定提供相应的参考。 关键词：营销策略；产品创新；营销组合 北京交通大学硕士专业学位论文ABSTRACT II ABSTRACT Inrecentyears,withthefrequentimplementationofmedicalreform,China's pharmaceuticalmarketenvironmenthaschangedalot,andpharmaceuticalenterprises arefacingmorenewchallengesinthedevelopmentofChina'smarket.Underthe influenceofmultiplefactorssuchasdifficultyinlistingnewproductsandfierce competitionenvironment,theoverallcompany'sperformanceisdifficulttorise. Therefore,findingouttheproblemandexploringnewgrowthpointsarethekeypoints thatpharmaceuticalenterprisesneedtopayattentionto. Takingspharmaceuticalcompanyasanexample,thispaperanalyzesthecurrent problemsofScompanybyusingtherelevanttheoriesofmarketingandother disciplines,andfindsthemarketingstrategiesthatareinlinewiththecurrentsituation anddevelopmentofScompany.Atpresent,themostsignificantproblemsfacings companyare:thegrowthrateandmarketsharedecreaseyearbyyear.Fromthispointof view,combinedwiththecurrentmarketingsituationofScompany,thispaperanalyzes theproblemsexistinginthemarketingprocessofScompany:theefficiencyofnew productR&Dislow,andtheproductcompetitivenessisnotenoughtocopewith theincreasinglyfiercemarketenvironment.Atthesametime,duetotheexpirationof thepatentperiodofsomedrugs,itwillfacethehugethreatofgenericdrugs.Thepast pricestrategyisnolongersuitableinthenewmarketenvironmentAtthesametime,s companyhasanindependentmarketingteam,whichisfullyresponsibleforthe establishment,controlandmaintenanceofthecompany'smarketingchannels,which costsalot;thepromotionmodeisrelativelysingle,lackofpersonalizedandintelligent promotionmeans,andtheuseofInternetplatform,newmediaandothernewtechnical conditionsisnotmatureenough.Theincreaseofprivatehospitalsandthesinkingof medicalinstitutionshavebroughtnewmarketspace,butscompanyhasnotmade timelyevaluationandselection,andhasnotinvestedenoughresourcesintothe development.Then,theinternalandexternalenvironmentofScompanyisanalyzed. Theexternalenvironmentismainlyelaboratedfromfouraspects:macroenvironment, industryenvironment,competitionenvironmentanddemandmarket.Theinternal environmentmainlyanalyzestheinternalresourcesofScompany.Accordingtothe aboveanalysis,SWOTanalysismodelisusedtoanalyzethemarketopportunitiesand environmentalthreats,aswellastheadvantagesanddisadvantagesoftheenterprise, 北京交通大学硕士专业学位论文ABSTRACT III formulatethestrategiesapplicabletotheactualsituation,focustheenterpriseresources andactionsonareasonablepositionthatismoreconducivetothefuturedevelopment oftheenterprise,andprovidedirectionforthesubsequentmarketingstrategy formulationofScompany. Basedontheaboveanalysisoftheproblemsfacedbytheenterprise,wesubdivided themarketofScompany,reselectedthetargetmarketandrepositionedthemarket. Finally,basedon4Pstheory,weformulatedthecorrespondingstrategies,proposedthe correspondingsolutionsfortheexistingproblems,andoptimizedthemarketing strategiesofspharmaceuticalenterprises.Putforwardproductmixstrategy,product innovationstrategy,productbrandstrategy;combineproductlifecycleandproduct stageinthemarket,flexiblepricing;deeplyexploreexistingcorechannels,openup grass-rootsmarketandprivatemedicalinstitutions,strengthentheexplorationofnew drugretail;improvefromacademicpromotion,medicalrepresentatives,drugexhibition andsales,healtheducationlectures,etc,Combinewithnewmedia,digitalmarketing andothermeanstoimprovethelistingcoverageofScompany'sproducts.Finally,some suggestionsareputforwardtoensuretheimplementationofthestrategy.Itishopedthat thispapercanprovideareferenceforpharmaceuticalenterprisestoformulatemarketing strategiesintheChinesemarketunderthenewsituation. Keywords:marketingstrategy;productinnovation;marketingmix. 北京交通大学硕士专业学位论文目录 iv 目录 摘要............................................................................................................................I ABSTRACT..................................................................................................................II 1绪论.....................................................................................................................1 1.1研究背景.......................................................................................................1 1.2研究目的及研究意义...................................................................................1 1.2.1研究目的...............................................................................................1 1.2.2研究意义.................................................................................................2 1.3研究内容与研究方法...................................................................................2 1.4研究框架.........................................................................................................3 1.5文献综述.......................................................................................................5 1.5.1国外文献综述.......................................................................................5 1.5.2国内文献综述.......................................................................................5 2相关理论基础.....................................................................................................7 2.1PEST分析......................................................................................................7 2.2SWOT分析....................................................................................................8 2.3STP分析........................................................................................................8 2.44PS营销理论.................................................................................................9 2.5波特五力模型...............................................................................................9 3S制药企业营销现状与问题分析....................................................................10 3.1S制药企业介绍..........................................................................................10 3.2S制药企业营销现状..................................................................................10 3.3S