摘 要
国内高新技术的生物制药行业作为一种技术性强的新兴产业,一直以来都只强调技术和生产,而轻视甚至是忽视了市场和营销。随着越来越多的拥有世界领先的先进制药技术、强大的资金实力、先进的市场营销理念、合理的销售组织架构、丰富的市场营销经验的如美国强生公司、英国葛兰素史克公司、美国惠氏公司等外国知名制药企业进入中国,相继发展;随着国外制药企业在我国行政保护的结束,技术壁垒的放开,我国药品仿制技术的提升,国内同行业竞争越来越激烈。由此,国内的高新技术的生物制药企业如何进行系统的市场营销环境研究,如何明确企业面临的机会、威胁和自身的优势、劣势,如何建立、健全企业的市场营销组合策略,如何进行相应的实施保障,最终实现企业可持续的健康发展就成了企业必须要面对和解决的问题。
针对以上的现实背景,本文以安徽省内某拥有从原料药生产到中间体生产_到制剂生产到销售一体产业链的高新技术的生物制药企业为例,在回顾了相关的市场营销基础理论和相关方法的基础上,借助“PEST分析”等方法分析了企业的宏观环境、行业环境和目标市场上的主要竞争对手,通过“SWOT分析法”
明确了企业面临的市场机会、威胁及企业自身相较竞争对手的优势、劣势,最后借助"4Ps”这一核心的市场营销组合策略,从产品、价格、渠道、促销四个方面及信息时代的网络意识进行了企业市场营销组合策略的改进,并明确需通过完善企业现有的市场营销组织机构;制定、实施、控制市场营销计划;加强市场营销人员管理;完善市场信息搜集体系;树立市场战略观念等举措建立高效的营销管理体系为企业市场营销组合策略的实施提供保障。
本文的研究从研究企业的实际出发,结合工作实际,实事求是地分析其市场营销的内、外部环境,针对其市场营销现状和问题提出了针对性、可行性、可操作性强的优化方案及实施保障。本文的研究成果不仅能对B企业的市场营销组合策略的改进起到积极作用,而且通过探讨高新技术的生物制药企业在市场营销管理中的不足及对策,对于其他相关企业的市场营销实践也将会提供一定的参考意义。
关键词:医药企业;营销策略;营销管理
Abstract
As a new technology oriented industry, the bio-pharmaceutical industry ofdomestic high and new technology has always put emphasis oil technology andproduction, neglecting or even ignoring the marketing and sales. As more and moreworld famous pharmaceutical enterprises enter China and develop well,like Johnsonfrom America, GlaxoSmithKline from Britain, Wyeth from America, which have theworld's leading pharmaceutical technology, strong financial power, advancedmarketing concept, reasonable sales organization, rich marketing experience; asGeneric technology has been improved due to the termination of the administrativeprotection for foreign pharmaceutical enterprises and the open of technology barrier,the domestic horizontal competition is becoming more and more intense. Therefore,how to systematically research the marketing environment, how to define theopportunities, threats, self advantages and disadvantages, how to establish andcomplete marketing combination strategy, how to ensure the implementation, andfinally how to achieve the continuous development is the problem which thebio-pharmaceutical enterprises of domestic high and new technology must face andsolve.
Based on above practical background, taking one bio-pharmaceutical enterpriseof high and new technology in Anhui as an example, which has the industry chainfrom raw material production to intermediate production to preparation productionand sales, the paper reviews related basic theories and methods of marketingmanagement, analyses the enterprise macro environment, industry environment, andmajor competitors of targeted market by PEST, defines the market opportunities,threats, the self advantages and disadvantages of the enterprise by SWOT, andfinally improve marketing combination strategy from the four aspects of product,? price, channel and promotion and the network awareness of information age. Thepaper also states that the implementation of marketing combination strategy must beensured by perfecting the existing marketing organization, by establishing,implementing, and controlling marketing plan, by strengthening the management ofmarketing personnel, by perfecting the collection of marketing information, bysetting up the concept of marketing strategy.
Starting with researching the real situation of the enteiprise, the paper analysesthe inner and outer environment of its marketing based on the facts by combiningwith practical work. In view of its current marketing situation and problems, thepaper puts forward optimization proposal with pertinence, feasibility, and strongoperability and also the ensured measures for the implementation- The researchresults of the paper can not only play an active role in improving marketingcombination strategy of Enterprise B,but also can serve as reference to some extentfor otiier related enterprises' marketing practices by investigation into theshortcomings and solutions during the marketing management of bio-pharmaceuticalenterprises of domestic high and new technology.
Key Words: Pharmaceutical enterprises; Marketing Strategy; MarketingManagement
目 录
第一章绪 论
一、论文研究的背景
二、论文研究的目的及意义
三、论文研究的方法和内容结构
四、论文研究的创新点
第二章理论基础及文献综述
一、市场营销的定义及相关理论
二、文献综述
第三章B企业市场营销环境与SWOT分析
—、B企业的市场营销环境分析
二、B企业的SWOT分析
第四章B企业的市场营销组合策略分析
一、产品策略分析
二、价格策略分析
三、营销渠道策略分析
四、促销策略分析
五、网络营销策略分析
第五章B企业营销管理的对策建议
一、完善现有的市场营销组织结构
二、制定、实施、控制市场营销计划
三、加强市场营销人员管理
四、完善市场信息搜集体系
五、树立市场战略观念
结 论
参考文献
致谢
