摘要
摘要
随着大健康产业的兴起，各项医改政策的出台对医药行业进行了重新洗牌，
同时给医药企业的发展带来了巨大的机遇，众多药企在利好政策下纷纷开始了
企业扩张。同时，工作生活要求越来越高，节奏越来越快，工作压力增大，上
班族加班应酬熬夜是常态，年轻人缺乏养生意识，因亚健康导致的肝胆疾病患
者日益增多，健康问题已经严重威胁着促进社会进步的中坚力量，寻找一种无
毒副作用的替代品，以产业化的发展助力民族中医药的传承与发展刻不容缓。
然而，在机遇与挑战并存的特殊时期，作为行业领头羊的 GZT，尽管提出了“国
粹中药”+“国医馆”的“双轮驱动”模式，致力于把“GZT”打造成“中国驰
名商标”和“福建知名字号”的标杆品牌，但是，老旧的营销理念及营销模式
已经无法满足产品多元化和企业迅猛发展的要求，为了防止品牌老化和衰败，
为其注入新鲜的血液已是迫在眉睫。
本文以 GZT中医药产品为主要研究对象，分析了在大健康激烈竞争市场的
背景下，GZT中医药产品市场营销的现状，通过市场调查问卷及对公司管理人
员进行访谈的方式，分析了其营销环境，目标圈层，竞争者及竞争产品，得出
GZT的中医药产品的营销策略存在的问题。而后提出适用于 GZT中医药产品的
营销策略优化建议，根据产品的特点采用圈层营销，社交媒体营销，体验营销
多维联动的方式，以产品为核心打造圈层，以消费者为核心打造短平快的营销
链路。论文最后部分以人力资源体系的完善，研发及生产技术提升及内部信息
化的管理等方面全面助力于营销策略的优化保障，夯实管理基础，消除营销一
线的后顾之忧，促进经营目标的达成。
关键词：中医药；圈层营销；社交媒体营销；体验营销
I
Abstract
Abstract
With the rise of the big health industry and the introduction of various health
care reform policies, the pharmaceutical industry has been reshuffled. At the same
time, ithas broughtgreat opportunitiesto the developmentof pharmaceutical
enterprises. Manypharmaceutical enterpriseshave begunto expandunder the
favorable policies. At the same time, the demands of work and life are higher and
higher, the pace of life is faster and faster, the pressure of work is increasing, it is
normal for office workers to work overtime and stay up late. Young people lack the
awarenessof healthpreservation, andthenumber ofpatients withliverand
gallbladder diseasescaused bysub-health isincreasing. Healthproblems have
seriously threatened the backbone of social progress. We need to find a natural liver
protection and daily health care product with non-toxic side effects It is urgent to
promote the inheritance and development of national traditional Chinese medicine
with the development ofindustrialization. However, in the special period when
opportunities and challenges coexist, GZT, as the industry leader, has put forward the
"two wheel drive" mode of "quintessence of Chinese medicine" + "National Medical
Museum" and is committed to building "GZT" into a benchmark brand of "China's
famous trademark" and "Fujian famous brand". However, the old marketing concept
and mode can no longer meet the needs of product diversification and enterprise
speed In order to prevent the brand from aging and declining, it is imperative to inject
fresh blood into it.
Taking GZT traditional Chinese medicine products as the main research object,
this paper analyzes the current situation of marketing of GZT traditional Chinese
medicine products under the background of big health and fierce competition market,
and analyzes its marketing environment, target circle, competitors and competitive
products by means of market questionnaire and interviews with company managers,
so as to find out the problems existing in the marketing strategy of GZT traditional
Chinese medicine products. Then it puts forward the marketing strategy optimization
III