广西杨森制药有限公司营销策略研究
摘 要
在2009年，国家出台了新医改方案，通过政策调控使得新农合医院和城市二三级医院成为未来药品销售的主要渠道，过去传统药店市场被限制发展。同时，跨国制药企业纷纷抢滩中国市场，国内医药行业，尤其是处方药市场的竞争越来越激烈。市场监管的规范化、国际化也使传统处方药制药企业面临严峻考验。如何把先进的营销理念与企业实际结合起来，在激烈的竞争中取得优势；如何在不断变化的市场环境调整营销策略，采用有效的营销模式实现企业的发展和赢利，这些都是国内处方药制药企业面临的重要问题。目前正在进行的新医改及药品相关法规的出台，对各企业来说是一个严峻的考验，能否对此做出快速反应将决定一个企业的命运。
本文以广西杨森制药有限公司为研究对象，提出了其在新形势下如何建立医药市场营销策略。文章从医药改革的背景出发，回顾医药市场营销的研究现状，以广西杨森制药有限公司为例，对其药品的市场营销现状进行分析，同时找出存在的问题。 本文最后以4C理论为基础，针对广西杨森制药有限公司的情况提出了营销策略方案。为我国制药企业适应医疗体制改革新形势及提升营销能力提供参考。医疗体制改革新形势下，制药企业必须重新规划自身的营销策略，通过挺进基层市场，从增加产品的品牌创新建设、重整营销队伍的人员结构等角度调整营销理念，调整药品的定价策略，将企业带入一个良性的可持续发展的轨道。
【关键词】：医药营销 市场环境 营销理论
Title: The research of coal marketing strategy for xi’an janssen pharmaceutical co. ltd
Abstract
In 2009, the state promulgated the new medical reform program, and through the third terminal through policy and the new rural cooperative hospital market and traditional city two or three hospitals market will become the main channel for future drug sales in the past, the traditional pharmacy market development will be limited. At the same time, multinational pharmaceutical companies have vied for China market, the domestic pharmaceutical industry, especially the competition of prescription drug market is more and more intense. The standardization of market regulation, the internationalization of the traditional prescription pharmaceutical enterprises are facing a severe test. How the enterprise advanced marketing idea and practice, in the fierce competition; how to adjust in the changing market environment The whole marketing strategy, adopt effective marketing mode to realize enterprise development and profit, these are important issues facing domestic prescription pharmaceutical enterprises. The ongoing health care reform and heart drug the introduction of relevant laws and regulations, is a severe test of the enterprise, can make quick response will determine an enterprise fate.
Based on the background of Xi’an Janssen Pharmaceutical Ltd, how to establish a pharmaceutical marketing strategy under the new situation. This article from the pharmaceutical market in the background, research status review of pharmaceutical marketing, analyzes the macro and micro environment of China’s pharmaceutical market, and with the Xi’an Janssen Pharmaceutical Ltd as an example, the current marketing situation of the pharmaceutical analysis at the same time, find out the existing problems. Finally, based on the theory of 4C, the Janssen Pharmaceutical Ltd in Xi’an’s proposed marketing strategy. For Chinese pharmaceutical enterprises to provide reference for the health care reform new situation and improve marketing ability. The medical system reform under the new situation , pharmaceutical companies must re planning their marketing strategy, through into the primary market, increase the construction of brand innovation products from the angle of marketing team, reforming the personnel structure adjustment of marketing idea, adjustment of drug pricing strategy, the enterprise into a healthy sustainable development track
【Key Words】：Medical marketing; marketing environment; marketing theory
【Research Type】：Applied Research
目 录
1绪论…………………………………………………………………………………………………………….. 1
1.1研究的背景及意义…………………………………………………………………………….. 1
1.1.1市场营销相关理论回顾……………………………………………………………. 2
1.1.2我国处方药医药企业市场营销现状及存在的问题…………………….. 3
1.1.3研究意义…………………………………………………………………………………. 5
1.2药品企业营销策略相关理论综述……………………………………………………….. 6
1.2.1国外药品企业营销策略相关理论综述………………………………………. 6
1.2.2国内药品企业营销策略相关理论综述………………………………………. 7
1.3研究方法…………………………………………………………………………………………… 8
1.3.1文献分析法……………………………………………………………………………… 8
1.3.2 SWOT法…………………………………………………………………………………. 8
1.3.3调查研究法……………………………………………………………………………… 8
1.4 研究思路及内容……………………………………………………………………………….. 9
1.5论文结构…………………………………………………………………………………………. 10
2药品企业营销策略理论基础……………………………………………………………………….. 11
2.1市场营销的概念界定………………………………………………………………………… 11
2.2.1市场营销组合理论（4P—4C—4R）……………………………………….. 11
2.2.2 SWOT理论……………………………………………………………………………. 14
2.2.3 PEST理论……………………………………………………………………………… 14
3广西杨森制药有限公司的营销现状分析……………………………………………………… 16
3.1广西杨森制药有限公司市场营销环境分析……………………………………….. 16
3.1.1内部环境分析………………………………………………………………………… 16
3.1.2外部环境分析………………………………………………………………………… 21
3.2广西杨森制药有限公司SWOT分析…………………………………………………. 27
3.3广西杨森制药有限公司营销组合策略分析……………………………………….. 30
3.2.1产品策略……………………………………………………………………………….. 30
3.2.2价格策略……………………………………………………………………………….. 31
3.2.3促销策略……………………………………………………………………………….. 32
3.2.4渠道策略……………………………………………………………………………….. 33
3.4 广西杨森制药有限公司营销中的问题……………………………………………… 34
3.4.1营销市场范围小…………………………………………………………………….. 34
3.4.2营销人员素质不全面……………………………………………………………… 34
3.4.3对市场进行细分不到位………………………………………………………….. 34
4广西杨森制药有限公司的营销策略建议……………………………………………………… 36
4.1品牌策略…………………………………………………………………………………………. 36
4.1.1企业品牌的定位与设计………………………………………………………….. 37
4.1.2品牌的维护……………………………………………………………………………. 37
4.1.3品牌的扩展……………………………………………………………………………. 39
4.2价格策略…………………………………………………………………………………………. 40
4.2.1成本导向型定价…………………………………………………………………….. 40
4.2.2认知价值导向型…………………………………………………………………….. 40
4.2.3竞争导向型……………………………………………………………………………. 40
4.3促销策略…………………………………………………………………………………………. 42
4.3.1处方药促销策略…………………………………………………………………….. 42
4.3.2学术推广……………………………………………………………………………….. 42
4.3.3临床拜访……………………………………………………………………………….. 43
4.3.4专业媒体广告………………………………………………………………………… 43
4.3.5患者沟通……………………………………………………………………………….. 43
4.3.6培养专业和职业的市场营销团队……………………………………………. 43
4.4营销渠道策略………………………………………………………………………………….. 44
4.4.1拓展新市场……………………………………………………………………………. 44
4.4.2经销商的选择和管理……………………………………………………………… 44
4.4.3电子商务对分销渠道的影响…………………………………………………… 45
4.4.4挖掘新渠道……………………………………………………………………………. 45
4.5服务策略…………………………………………………………………………………………. 45
4.5.1细分产品……………………………………………………………………………….. 46
4.5.2明确目标对象………………………………………………………………………… 46
4.5.3科学的实施方法…………………………………………………………………….. 47
5广西杨森制药有限公司营销策略实施保障………………………………………………….. 48
5.1强化品牌意识………………………………………………………………………………….. 48
5.2构建倡导品牌营销的企业文化…………………………………………………………. 48
5.3营销队伍的建设………………………………………………………………………………. 50
5.4提升服务质量………………………………………………………………………………….. 51
6结束语……………………………………………………………………………………………………….. 53
参考文献………………………………………………………………………………………………………. 54
