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MBA毕业论文_医改背景下BMS公司处方药中国市场营销策略研究PDF

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更新时间:2022/9/13(发布于浙江)

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近几年随着全球化的日益加速与我国经济保持快速和平稳的发展,同时推出许多新 的医疗改革政策。在此背景下,医药企业的竞争会更为激烈,与过去单一的竞争方式不 同,现阶段的核心竞争力更多的是产品、营销和渠道。未来医药企业的竞争取决于企业 的综合实力的较量,而且全面竞争取代过去的某个或者几个方面的竞争。因此跨国医药 公司所面临的挑战加剧,在新医改的政策之下如何去获取企业利益的最大化是医药行业 所要解决的核心重点。 本文以BMS有限公司的药品营销策略作为研究对象,整理了当前相关的国内外有 关营销和医药营销的相关理论和文献,首先分析了BMS公司目前处方药中国市场的现 状,并指BMS公司目前处方药中国市场的面临的问题,然后在新医改背景下对跨国企 业面临的宏观微观环境进行分析,发现公司本身的优势和不足,并指出BMS公司要对 上述的不足如何对应对,重新制定新的营销战略方向,以此应对营销环境当中的一系列 的威胁与挑战。同时,本文利用STP理论确定了BMS公司的目标市场和市场定位,并 在此基础上为BMS公司提出了合理可行的营销策略建议。具体就是通过产品、定价、 推广、公关等营销的创新,优化BMS公司的药品在中国市场的营销策略。本文针对BMS 公司提出的营销策略方面的建议,希望能为全国乃至世界其他药品销售企业的营销策略 的选择、完善和制定提供一定的借鉴作用。 关键词:新医改;中国市场;营销策略;处方药;BMS公司 II RESEARCHONMARKETINGSTRATEGYOFBMSPRESCRIPTIONDRUGSIN CHINAUNDERTHEBACKGROUNDOFNEWMEDICALREFORM ABSTRACT Inrecentyears,withtheincreasingaccelerationofglobalizationandtherapidandsteady developmentofChina'seconomy,manynewhealthcarereformpoliciesaregradually introduced,whichhaveagreatimpactonthepharmaceuticalindustry.Inthecontextofthe newmedicalreform,thecompetitionamongenterpriseswillbemorefierce.Differentfrom theprevioussinglecompetitionmode,thecorecompetitivenessatthisstageismoreabout products,marketingandchannels.Thecompetitionofpharmaceuticalenterprisesinthefuture dependsonthecomprehensivestrengthofenterprises,andthecomprehensivecompetition willreplaceoneorsomeaspectsofcompetitioninthepast.Asaresult,thechallengesfaced bymultinationalpharmaceuticalcompanieshaveintensified.Underthenewmedicalreform policy,howtomaximizetheinterestsofenterprisesisthecorefocusofthemedicalindustry. BasedontheBMSco.,LTD.,pharmaceuticalmarketingstrategyastheresearchobject, finishingthecurrentrelateddomesticandforeignrelatedmarketingandpharmaceutical marketingrelatedtheoriesandliterature,firstlyanalyzestheBMScompanyofthepresent conditionoftheprescriptiondrugmarketinChina,andreferringtotheBMScompanyofthe problemsofprescriptiondrugsintheChinesemarket,andthenunderthebackgroundofnew healthcarereformformultinationalcompaniesfacethemacromicroenvironmentanalysis, foundthestrengthsandweaknessesofthecompanyitself,andpointsoutthattheBMS companytohowtodealwiththedeficiencyoftheabove,toformulatenewmarketing strategicdirection,respondingtoaseriesofthreatsandchallengesofmarketingenvironment. Atthesametime,thispaperusesSTPtheorytodeterminethetargetmarketandmarket positioningofBMScompany,andonthisbasis,putsforwardreasonableandfeasible marketingstrategySuggestionsforBMScompany.Specifically,throughproduct,pricing, promotion,publicrelationsandothermarketinginnovations,BMSoptimizeditsmarketing strategyintheChinesemarket.ThispaperaimsatthemarketingstrategiesproposedbyBMS, hopingtoprovidesomereferencefortheselection,improvementandformulationof marketingstrategiesofotherpharmaceuticalsalesenterprisesinChinaandeventheworld. III KEYWORDS:Thenewhealthreform;China;Marketingstrategy;Prescription drugs;BMScompany IV 目录 摘要.........................................................................................................................................I ABSTRACT..............................................................................................................................II 第一章绪论...............................................................................................................................1 1.1研究背景........................................................................................................................1 1.2研究的目的和意义.......................................................................................................2 1.3国内外相关文献综述...................................................................................................3 1.3.1国外相关文献综述..............................................................................................3 1.3.2国内相关文献综述..............................................................................................4 1.4营销专业基础理论........................................................................................................6 1.4.1营销环境分析相关理论......................................................................................6 1.4.2市场细分与市场定位相关理论..........................................................................7 1.4.3市场营销6Ps相关理论......................................................................................8 1.5研究的内容与方法........................................................................................................9 1.6可能创新的点..............................................................................................................10 第二章BMS处方药中国市场营销的现状及问题.............................................................11 2.1BMS公司简介及中国市场发展历程........................................................................11 2.1.1BMS公司简介..................................................................................................11 2.1.2BMS公司在中国市场的发展历程..................................................................12 2.2BMS公司处方药中国市场营销的现状....................................................................13 2.2.1现有产品策略....................................................................................................13 2.2.2现有定价策略....................................................................................................13 2.2.3现有渠道策略....................................................................................................14 2.2.4现有推广策略....................................................................................................15 2.2.5现有公关策略....................................................................................................16 2.2.6现有权力政治策略............................................................................................16 2.3BMS处方药中国市场营销存在的问题....................................................................17 2.3.1产品策略的问题................................................................................................17 V 2.3.2定价策略的问题................................................................................................17 2.3.3渠道策略的问题................................................................................................18 2.3.4推广策略的问题................................................................................................18 2.3.5公关策略的问题................................................................................................19 2.3.6权利政治策略的问题........................................................................................20 第三章新医改背景下BMS处方药中国市场面临的营销环境分析..................................21 3.1新医改背景下的宏观环境.........................................................................................21 3.1.1新医改背景下的政策和法律环境....................................................................21 3.1.2经济环境............................................................................................................22 3.1.3技术环境............................................................................................................22 3.1.4社会文化环境....................................................................................................23 3.2新医改背景下的医药行业环境..................................................................................23 3.3新医改背景下的微观环境