ZJ公司的市场营销战略研究

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1、西南交通大学硕士学位论文ZJ公司的市场营销战略研究姓名：胡荣申请学位级别：硕士专业：工商管理指导教师：叶乃沂20071001西南交通大学硕士研究生学位论文第Ⅱ页AbstractWiththefurtherdc即cmngofChinasmedicaresystemreformandever-intensemarketcompetition,mostofpharmaceuticalagentsinChinanowdon’thaveclearmarketingstrategy,whichresultinalotofproblemsinthec

2、ompany．Thisthesistakes勾where1workedbefore瑟allexampletOstudythemarket趣suategyof刀SO部tohelpthecompanytoimprovetheexistingproblems．Thethesisfirstpointsoutthetwomajorproblemsofthecompany,i．e．noestablishmentofindustrialbrandandlackofmarketingstrategy．Inaddition,itoutlinesChina

3、’spharmaceuticalmarketingdevelopmentandmarketingdirectionunderthenewenvironment,thenfocusesonanalyzingtheinfluenceofexta删environmentofthepharmaceuticalindustryandintemalenvironmentofthecompanyOnZJ．makesSWOTanalysisOnZJ，determinesthecompanymission,strategicobjectiveandper

4、iod,andanalyzesindetailthetwomajorc)出itingproblemsofthecompany．Thenbased0ntheexistingproblemsofthecompany,itstipulatesthemarketingstra：Iegy,andindicatesthedirectionofdifferentiationmarketingstrategy．Itmainlyillustratesthedifferentiationmarketingstrategylevel，pointsoutthe

5、specificpracticeofeachkindofdifferentiation,andmeanwhileexplainstheattentionstobepaidwhenthecompanyimplementsdifferentiationmarketingstrategy．Tosolvethetwoproblems，thedifferentiationmarketingstrategymainlyselectsdifferentiationbrandconstructionstrategyandpromotionmark咖st

6、rategy．Theimplementationofdifferentiationbrandconstructionstrategyfocusesonbrandservice，personnelimage，andpublicwelfareactivities，whiletheimplementationofdifferentiationpromotionmarketingstrategyfocusesonproductpromotion,productpositioning，medicalsupportandte呻iIlaIsale．T

7、hroughcasestudy,itpointsoutthementionstobepaidbythecompanywhenimplementingdifferentiationmarketingstrategy,wimcertainpracticaloperability．Fina．ytoensuresmoothrealizationofthestrategicobjective,itanalyzeswithexamplesthepossiblesituationsencoun删whenexecutingma疵tingstrategy

8、,setsllpthe西南交通大学硕士研究生学位论文第Ⅲ页measuringstandardandcorrectionscheme，anddiscussestheessentialrolesplayedby