A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
（Master of Business Administration）
Research on optimization of marketing strategy of Y
products in south China of
L pharmaceutical company
Candidate: LI Xuang
Supervisor: ZHONG Yinghong
May 29, 2022
School of Management
Guangdong University of Technology
Guangzhou 510006, Guangdong, P. R. China
摘要
摘要
医药行业通过多年的发展，原来快速发展的趋势下缓，尤其中医药板块在
2019年利润更是同比下跌，自2009年新医改之后，医药行业就面对诸多的问题，
但是并没有改变以药养医的格局，OTC市场也面临白热化的竞争，新冠疫情之后
人们更加着重健康，同时国家鼓励中医药发展等一列政策带来新的发展机遇，中
医药挑战与机遇并存。
本文以L医药公司Y产品华南市场为研究背景，以市场营销理论和市场分析
工具为基础。首先，在分析L医药公司Y产品所面临的内外环境的基础之上，针
对L医药公司Y产品的营销现状，包括医药公司和Y产品的基本概况，销售模式
与市场销售状况等，找出营销存在的问题，从市场定位、产品、价格、渠道、促
销等几个方面的问题进行深入研究分析；其次，分析公司的STP营销战略，在细
分市场的基础上，立足华南这个目标市场，对Y产品重新进行产品定位（市场定
位），界定Y产品在华南市场同类品种的市场地位。围绕L医药公司存在的问题，
分别从4P的产品策略、价格策略、渠道开发策略、市场促销策略几个方面，以
4P理论为基础，结合从顾客角度出发的4C理论来制定营销策略优化方案，如：
产品包装以顾客为导向、考虑顾客的购买成本、开拓电商渠道便利顾客、与顾客
进行双向沟通活动这些策略是从顾客的角度出发，充分关注消费者的需求；最后
从重视企业文化的建设、完善企业制度管理、营销团队建设和完善组织架构、加
强内部职能管理、华南客户销售管理、控制经营风险等7个方面进行实施，保障
营销策略顺利落地。
本文研究的目的是使公司的经营规模取得突破，占据较大的市场份额。同时
也为了同行企业有面对类似问题的提供参考建议，为中医药的发展略尽微薄之
力。
关键词：医药工业；OTC产品；营销策略
I
广东工业大学硕士专业学位论文
Abstract
After years of development，the original rapiddevelopment trend of the
pharmaceutical industry has decreased，especiallythe profit oftheChinese
medicine sectorin 2019 has decreased of year-on-year.Since the new health
Reform in 2009，the pharmaceutical industryhas faced problems，However，
it has not changed thepattern ofdrugdependent medicine.The OTC market
is also facing awhite hotcompetition.After COVID-19,people aremore
focused on health.At the same time,the government encourages the development
of Chinese medicine and so on.
The paper takes the south China market of Y products of L pharmaceutical
company as the research background，and it based on marketingtheory and
marketinganalysistools.Firstly，based ontheanalysis theinternaland
external environment faced by L pharmaceutical company，this paper findout
the existing problems in themarketingofY products of Lpharmaceutical
company ,including the basic overview，sales mode and the market status of
pharmaceuticalcompanyandYproducts . This paper makes anin-depth
research and analysis from the aspects of market positioning products, prices,
channels，promotion，and so on. Secondly，analyzethecompany’s
STP
marketing strategy and base on target market of south China on the basis of
market segmentation，RepositionY products (market positioning) and define
the market position of similar varieties ofYproductsinthe southChina
market.Focusing on the problems existing in L pharmaceutical company，this
paperdiscussesthe product strategy， price strategy， channeldevelopment
strategy, market promotion strategy of 4P.Based on 4P theory and 4C theory
from the perspective of customers，
This paperformulatestheoptimization scheme of marketing strategy. For
example,productpackaging is customer is customer-oriented，considering the
purchase of cost of customers,developinge-commercechannels to facilita
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