医药行业是一个特殊的行业，是受国家严格监管和调控的行业，国家政策的调 整往往会对企业现有的营销渠道和营销策略带来巨大的挑战，因而密切关注行业政 策变化，根据行业政策及时调整企业策略至关重要。 本文研究了Q医药公司在医药行业分级诊疗政策、慢病防治规划政策、“4+7” 政策等等一系列医改叠加政策压力下，Q医药公司尝试通过患者教育项目的运作在营 销渠道和产品销售上寻求突破，研究了患者教育项目的可行性、服务营销策略的运 用以及该项目未来的发展方向。采用的研究方法包括案例研究、政策研究、文献研 究、市场调查和访谈。研究的样本范围为Q医药公司患者教育项目的12个试点城市及 接受患者教育项目服务的中老年人。 本文研究结论包括六点：其一，未来患者将主要集中在基层医院；其二，患者 教育项目是基层医院DTC营销的可行切入点；其三，中老年人注重健康保健、有购买 力，且同时罹患多种慢性病，需要长期用药，是患者教育项目的目标客户群体；其 四，Q医药公司需迅速开发更多适合基层医院渠道的产品组合，包括但不限于药品； 其五，患者教育项目可以与互联网诊疗平台合作，稳定优质医生来源；其六，患者 教育项目周期长、投入大、风险高、见效慢，前期需树立样板市场，后期需引入合 伙人制共同运作该项目。 关键词：基层医院；服务营销策略；中老年人；慢性病患者；患者教育 广东工业大学硕士学位论文 II ABSTRACT Thepharmaceuticalindustryisaspecialindustrythatisstrictlyregulatedbythe state.Theadjustmentofnationalpoliciesoftenbringshugechallengestothecompany's existingmarketingchannelsandmarketingstrategies.Therefore,itisveryimportantto paycloseattentiontothechangesofindustrialpoliciesandadjustthecompany`s strategiesintime. ThisarticlestudiestheQpharmaceuticalcompanytrytoseekbreakthroughin marketingchannelsandproductsalesbytheoperationofpatienteducationprojectunder thepressureofaseriesofmedicalreformpoliciessuchashierarchicaldiagnosisand treatmentpolicy,chronicdiseasepreventionandcontrolplanning,the"4+7"policy andsoon,andstudiedthefeasibilityofpatienteducationproject,servicemarketing strategy，andthefuturedirectionoftheproject.Theresearchmethodsofthisarticle includecasestudy,policystudy,literaturestudy,marketresearchandinterview.The samplerangeofthestudyis11pilotcitiesofpatienteducationprojectofQ pharmaceuticalcompanyandthemiddle-agedandelderlypeoplewhoreceivetheservice ofpatienteducationproject. Theconclusionsofthisstudyincludesixpoints:first,patientswillbemainly concentratedinprimaryhospitalsinthefuture;second,patienteducationprojectisa feasiblestartingpointforDTCmarketinginprimaryhospitals;third,middle-agedand elderlypeoplepayattentiontohealthcare,havepurchasingpower,andsufferfroma varietyofchronicdiseasesatthesametime,requirelong-termmedication,whichisthe targetcustomergroupofpatienteducationproject;fourth,QPharmaceuticalcompany needstoquicklydevelopmoreproductmixsuitableforprimaryhospitalchannels, includingbutnotlimitedtomedicines;fifth,patienteducationprojectcancooperatewith onlinediagnosisandtreatmentplatformstostabilizethesourceofhigh-qualitydoctors; sixth,patienteducationprojecthascharactersoflongcycle,hugeinvestment,highrisk andslowreturns,soitisnecessarytoestablishamodelmarketintheearlystageand introducepartnershipsysteminthelaterstagetojointlyoperatetheproject. Keywords:primaryhospital;servicemarketingstrategy;middle-agedandelderlypeople; chronicpatient;patienteducation 目录 III 目录 摘要..........................................................................................................................................I ABSTRACT................................................................................................................................II 目录......................................................................................................................................III CONTENTS................................................................................................................................VI 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研究内容与方法......................................................................................................2 1.2.1研究内容.......................................................................................................2 1.2.2研究方法.......................................................................................................2 1.3可能的创新之处......................................................................................................3 第二章相关理论概述...........................................................................................................4 2.1国外研究现状..........................................................................................................4 2.2国内研究现状..........................................................................................................5 2.3研究述评...................................................................................................................6 2.4理论基础...................................................................................................................7 2.4.1营销组合理论................................................................................................7 2.4.2目标市场战略STP.......................................................................................9 第三章Q医药公司营销策略现状及问题.........................................................................10 3.1Q医药公司简介.....................................................................................................10 3.1.1发展历程.....................................................................................................10 3.1.2组织架构.....................................................................................................11 3.1.3产品组合.....................................................................................................11 3.1.4营销渠道......................................................................................................12 3.2Q医药公司营销策略现状及问题........................................................................12 3.2.1代理式营销策略受政策限制....................................................................12 3.2.2自建队伍营销策略薄弱待强化................................................................13 广东工业大学硕士学位论文 IV 3.2.3现有营销策略与新市场不匹配................................................................15 第四章Q医药公司患者教育项目市场环境分析.............................................................17 4.1患者教育项目外部环境分析................................................................................17 4.1.1政治法律环境分析.....................................................................................17 4.1.2社会经济环境分析......................................................................................19 4.1.3技术环境分析.............................................................................................21 4.2患者教育项目行业环境分析.................................................................................21 4.2.1供应商的议价能力.....................................................................................21 4.2.2购买者的议价能力.....................................................................................22 4.2.3潜在进入者的威胁.....................................................................................22 4.2.4替代品的威胁.............................................................................................23 4.2.5同业竞争.....................................................................................................23 4.3患者教育项目内部环境分析..............................................................