大连理工大学专业学位硕士学位论文
摘 要
随着我国人民生活水平的不断提高，人们在满足较高物质生活的基础上，更加关注
自身的健康问题。中国成为全球第二大医药市场，越来越多的跨国药企在中国市场日益
拓展。随着医药企业规模的不断扩大，也意味着医药企业之间的竞争越来越大。H制药
是著名的以研发为主的跨国制药企业，旗下用于主要治疗心血管疾病的降血脂药物“立
普妥”，享受到了专利制度的红利。然而伴随着专利到期及中国新医药政策的出台，立
普妥出现了销量下滑、市场占有量下降；H制药在营销策略方面也出现了营销渠道单一、
模式滞后、创新药管道跟不上政策周期、缺乏专业市场营销人才，渠道管理不到位等问
题。那么 H制药及立普妥如何通过正确的营销策略，拓展中国区的市场份额呢?
本文研究 H 制药“立普妥”市场营销策略。首先介绍 H 公司的发展历史及在中国
市场的发展历程，通过对于 H公司立普妥的市场现状、营销环境现状分析，提出其营销
工作中存在的问题和不足；其次，对市场营销相关理论和处方药药品营销理念进行了文
献综述；然后分析 H制药所处的宏观政策环境、经济环境、文化环境、技术环境，以及
降血脂类药物市场需求和竞争分析。再从公司内部的资源和能力资源等关键点，利用
SWOT 分析来找出发现 H 制药面临的机会和威胁以及企业自身具有的优势和劣势；继
而对医药消费者进行市场细分，从划分的多个细分市场中选取了目标市场，再根据目标
市场的特点来确定立普妥的市场定位；之后详细阐述了 “立普妥”药品的营销组合策略，
包括定位策略、价格策略、渠道策略和促销策略，并提出了包括实行长远、可持续性发
展的营销策略、渠道商优化、提升销售人员专业素养、新媒体营销等营销策略优化建议
内容。最后通过企业文化的贯彻执行，销售人员的激励与培养实施营销策略保障。
本文通过对 H制药“立普妥”营销策略研究，探析跨国药企 H制药未来在中国的营
销策略模式，以期提高立普妥在降脂药市场上的占有率，保持并且拓展 H制药中国区的
市场份额，在日益激烈的中国医药市场竞争当中脱颖而出。同时通过本研究以期对其他
制药企业在中国的营销策略制定提供借鉴意义。
关键词：立普妥；市场营销策略；营销分析
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H制药“立普妥”市场营销策略研究
Lipitor Marketing Strategy Research of H Pharmaceuticals
Abstract
With the continuous improvement of people's living standards, people pay more attention
to their own health problems on the basis of meeting higher material life. China has become the
second largest pharmaceutical market in the world, and more and more multinational
pharmaceutical enterprises are expanding in the Chinese market. With the continuous
expansion of the scale of pharmaceutical enterprises, it also means that the competition among
pharmaceutical enterprises is becoming greater and greater. H pharmaceutical is a famous
multinational pharmaceutical enterprise focusing on R & D. It's lipid-lowering drug "Lipitor",
which is mainly used to treat cardiovascular diseases, has enjoyed the dividend of the patent
system. However, with the expiration of patents and the introduction of China's new
pharmaceutical policies, Lipitor's sales volume and market share decreased; H pharmaceutical
also has some problems in marketing strategy, such as single marketing channel, lagging mode,
innovative drug pipeline can not keep up with the policy cycle, lack of professional marketing
personnel, and channel management is not in place. So how can H pharmaceutical and Lipitor
expand the market share in China through correct marketing strategies?
This thesis studies on the marketing strategy of H pharmaceutical "Lipitor". Firstly, it
introduces the development history of H company and its development process in the China
market. Through the analysis of the current market situation and marketing environment of H
company Lipitor, it puts forward the problems and deficiencies in its marketing; Secondly, it
summarizes the relevant theories of marketing and the marketing concept of prescription drugs;
Then it analyzes the macro policy environment, economic environment, cultural environment
and technical environment of H pharmaceutical, as well as the market demand and competition
of hypolipidemic drugs. Then, from the company's internal resources and capacity resources
and other key points, SWOT analysis is used to find out the opportunities and threats faced by H
pharmaceutical, as well as the advantages and disadvantages of the enterprise itself; Then we
subdivide the market of pharmaceutical consumers, select the target market from the divided
multiple market segments, and then determine the market positioning of Lipitor according to
the characteristics of the target market; Then it expounds the marketing mix strategy of
"Lipitor" drugs in detail, including positioning strategy, price strategy, channel strategy and
promotion strategy, and puts forward some suggestions on marketing strategy optimization,
including implementing long-term and sustainable development marketing strategy, channel
optimization, improving the professional quality of sales personnel, new media marketing and
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大连理工大学专业学位硕士学位论文
so on. Finally, through the implementation of corporate culture, the incentive and training of
sales personnel, the implementation of marketing strategy guarantee.
Through the research on the "Lipitor" marketing strategy of H pharmaceutical, this thesis
analyzes the future marketing strategy mode of multinational pharmaceutical enterprise h
pharmaceutical in China, in order to improve the share of Lipitor in the lipid-lowering drug
market, maintain and expand the market share of H pharmaceutical in China, and stand out in
the increasingly fierce competition in the China’s pharmaceutical market. At the same time, this
study is expected to provide reference for other pharmaceutical enterprises to formulate
marketing strategies in China.
Key Words：Lipitor; Marketing strategies; Marketing analysis
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