EMBA学位论文
作者：雷小琴
N公司 V药品营销策略优化研究
N公司 V药品营销策略优化研究
中文摘要
中国改革开放四十年来，人口增长的同时，经济发展迅速，医疗市场也高速
发展。国家对全民健康的重视，人民对健康的追求，从而对医疗行业的需求也逐
步增强。中国以三高（高血糖、高血脂、高血压）为代表的慢性病病人发病率逐
年递增，如糖尿病最新的中国糖尿病防治指南显示，发病率已经提升至 11.2%。
全球第一大糖尿病大国的头衔属于中国，2020年已经达到 1.16亿，市场潜力之
巨大，中国的糖尿病药品市场必然竞争激烈。N公司的 V药品，是一种新型的降
血糖药，是一种 GLP-1RA日制剂，受到剂型、医生处方习惯、公司策略等因素
影响，V药品的市场份额呈现下跌的趋势。
本文围绕研究主题进行研究，严格遵循提出问题—分析问题——解决问题的
逻辑框架，综合运用 STP理论、7Ps理论、波特五力模型和PEST理论分析工具
等进行研究。首先，对 N公司的 V药品营销现状进行了描述，并通过绩效偏差
分析和市场调查研究指出了 V药品营销存在的主要问题；其次，围绕 V药品的
市场营销环境进行了全面的分析，指出了该业务产品的优劣势和市场机遇与威胁；
然后，针对 V药品的营销问题，全面优化制定了V药品的 7Ps策略,为N公司
未来的营销实践提供有效的参考；最后，配套营销策略的实施与保障提出了相关
措施与建议。
本文旨在为 N公司生产的 V药品，在中国的市场营销战略的实施提供理论
依据，并为我国医药企业制定具有竞争力的营销策略提供参考。
关键词：学术推广，V药品，跨国药企，医药营销，营销策略
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EMBA学位论文
作者：雷小琴
N公司 V药品营销策略优化研究
RESEARCHONVDRUGSALESSTRATEGYOF
NCOMPANY
Abstract
In the past 40 years of China's reform and opening up, the population has grown
while the economy has developed rapidly and the medical market has grown at a super
high speed. The country attaches great importance to the health of the whole population
and the people's pursuit of health, so the demand for the medical industry has gradually
increased. The incidence of chronicdiseases in China, represented bythe“three
heights”(hypertension、hyperglycemia、hyperlipidemia), is increasing year by year,
such as diabetes The latest China Diabetes Prevention and Control Guidelines show
that the incidence rate as well as raised to 11.2%. The title of the world's largest diabetes
country belongs to China, which has reached 116 million in 2020, the huge market
potential, China's diabetes drug market is bound to be fierce competition. N-company's
V drug(generic name: liraglutide injection), a new type of hypoglycemic drug, is a
GLP-1RA daily preparation, which is affected by the dosage form, doctors' prescribing
habits, company strategyand other factors, and V-drug's marketshare shows a
downward trend.
This paper focuses on the research theme, strictly follows the logical framework
of problem formulation-analysis-problem solving, and integrates the STP theory, 7Ps
theory, Porter's five forces model and PEST theory analysis tools. Specifically, firstly,
the current situation of N-company's V drug marketing was described, and the main
problems of V-drug marketing were pointed out through performance deviation analysis
and market research study; secondly, a comprehensive analysis was conducted around
the marketing environment of V drug, and the advantages and disadvantages of the
business product and market opportunities and threats were pointed out; then, in
response to the marketing problems of V drug, a comprehensive optimization Then, the
7Ps strategy of N company is formulated to provide an effective reference for N-
company's future marketing practice; finally, relevant measures and suggestions are put
forward for the implementation and guarantee of the supporting marketing strategy.
The purpose of this paper is to provide a theoretical basis for the implementation
of the marketing strategy of N company in China, and to provide a reference for Chinese
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EMBA学位论文
作者：雷小琴
N公司 V药品营销策略优化研究
pharmaceutical companies to develop competitive marketing strategies.
Keywords:AcademicPromotion,Vdrug,MultinationalPharmaceutical
Companies, Pharmaceutical Marketing，Marketing strategy
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