格列卫营销管理案例分析

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1、AbstractManyintemationalpharmaceuticalcompaniesaimedattheChinesemarket，andhaveproducedandinvestedtheiranti-neoplasticdrugsintheChinesemarket，whichnotonlybringtheincreasinglyintensecompetitioninthepharmaceuticalmarket，butalsoresultthatmoreandmorepharmaceuticalcompaniesrealizetheimp

2、ortanceonpharmaceuticalmarketingmanagement．Howtodomarketingmanagement?HowtomakeChineseconsumersacceptthesemedicines?HowtoseizetheChinesemarketingshare?Theseproblemsdemandtheyneedtosolve，thecorrespondingoncologymarketingmanagementisparticularlyimportant．GlivecislistedinChinathatpro

3、motetheChinesemedicineacademicprogress，whichincludetheuseofmolecularbiologyresearchandmarketingmanagementThispaperciteNovartisGlivecmarketingmanagementinChinaasacasestudy,withthehelpofthedevelopmentofitsmarketingmanagement，whichanalyzeandsummarizetheprocess，combinedwithrelevantthe

4、ories，multinationalpharmaceuticalcompaniestargetingkeyfactorsandimportantwaytosuccessfulmarketingmanagementanticancerdrugs．Meanwhile，ItprovidesomereferenceoftargetedanticancerdrugsmarketingmanagementfortheChinesemolecularpharmaceuticalcompaniesFirstly,thispaperpresentsthebasisands

5、ignificanceofthetopic，combinedwiththeuseofcasestudiesneededtotheory,thetheoriesofMarketSegmentation，Marketing4CandProductLifeCycleareoutlined．Meanwhile，thisstudyintroduceabriefoverviewofthemainresearchcontentandresearchpaperideas．Moreover,combinedwiththeactualsituationofGlivecbase

6、dontheanalysisofanticancerdrugsonthemarket，thepaperdiscusstheGlivec’Smarketingmanagementpracticeandanalyzedtheoryapplicationrespectivelyfromthreeangleswhicharethetheories．Finally,themainconclusionsonGlivec’Soutrageoussuccessofmarketingmanagementarelisted：Firstly,accordingtotheProd

7、uctLifeCycle，reasonable格列卫药品中国市场营销管理案t#,NF究marketingstrategies；Secondly，accuratemarketsegments，toseizethetargetcustomergroups；Thirdly,thecombinationoftheactualproduct，theeffectiveapplicationof4CmarketingmixstrategyKeywords：Marketingmanagement；MarketingSegmentation；ProductLifeCycle

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