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1、方法和策略。然后，以A公司产品恩替卡韦为例，从市场细分，市场定位以及医牛客户处方习惯的角度对A医药公司市场营销现状进行研究，运用SWOT分析等市场营销分析工具，分析了现阶段A公司产品恩替卡韦的优势和为势，机会和威胁、产品定位、宣传策略等问题。针对A医药公司当前在屮国市场营销实践屮碰到的实际问题，结合屮国独特的国情和市场环境，基于产品推广策略、销售渠道的管理、客户维护和企业品牌的推广等角度研究调整策略方案。并对方案本身可能遇到的问题给予阐述。本文所探究的是市场营销理论如何在著名跨国外资企业中实施的，希望通过本文的研究，能够为A医药公司市场营销的进步一部发展和中国医药制造企
2、业的成长提供一些参考意见和思路。尖键词处方药营销学术营销个案管理新医改患者管理AbstractThepharmaceuticalindustryplaysanimportantroletoprotectandimprovepeople'shealth,improvethequalityoflife,andpromoteeconomicandsocialdevelopment,anditisanimportantpartofthenationaleconomy.Relativetootherindustries,theaffectionbyeconomicfactorsi
3、srelativelysmall.AccordingtoIMShealthdate,from2010to2015,Chinesepharmaceuticalmarketisexpectedbythecompoundgrowthrateof17.2%(+4.0%)yearly.In2015thesaleswillachieve822.4billionRMB.Inthenewhealthcarereformenvironment,industrialconcentrationandupgrademanagementneedtospeedupimprove.Theimplem
4、entationoftheHtwelfthfive-year”planforourcountrybringsnewstrongeconomicmotivation.Publichealthservicesystembuilding,thedevelopmentofsocialsecuritysystem,communityhealthinfrastructure,whicharethefactorstoensurethesteadygrowthofpharmaceuticalmarketandveryfavorableopportunitiesfortherapidde
5、velopmentofthemedicalmarket.Therewillbemoreintensecompetition,althoughthemedicalmarketiscontinuedtodevelopbyahighspeed.Theadjustmentofthemarketstructurewillbefurtheraccelerated.Fornearly30years,significantchangeshavetakenplaceineveryfieldofthepharmaceuticalindustry,suchasproduction,sales
6、,circulationandsoon.Themarketingmodelchangedseveraltimes,fromrebatesalestotheacademicpromotion,fromrelationshipmarketingtotheknowledgemarketing.Itishardtokeepupwiththepaceofindustry.Studythemarketingstrategyofmultinationalpharmaceuticalcompanies,baseonmacromarketenvironmentandthepharmace
7、uticalindustrypolicysituation.Thinkhowtogetstrong,sustainabledevelopment,howtomaketheadaptivecorporatestrategyandmarketingstrategyunderthenewhealthcarereform.Thisarticleexpoundsthebasictheoryofmarketingmanagementandmoderndrugmarketing,describesthedomesticmedicalmarketenvi
