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1、摘要医药行业是一个技术密集型的产业体,同时也是一个高投入、高风险、高回报的产业群,涉及了国民健康、社会稳定和经济发展等诸多方面。随着世界经济一体化和跨国医药公司的快速发展,我国医药业的生产、销售和消费等都将发生巨大变化。一方面,我国医药行业迅速发展,表现出逐年稳步增长的特征。随着我国经济的迅速发展和医药消费需求的不断扩大,医药行业迎来了难得的发展机会;另一方面,面对国内外激烈的市场竞争,国内医药行业大都是中小型企业,缺乏科学的市场营销理论和策略的指导。所以,目前在医药市场营销方面我国的整体水平与欧美等发达地区的大型制药企业相比有很大的差距,严重制
2、约了我国医药市场营销活动的开展。本文在市场营销相关理论的指导下,以华瑞制药有限公司(SSPC)为例,通过对国内外医药市场的现状、特点等的分析,运用SWOT分析、4P营销组合策略和市场定位理论等相关理论知识,理论联系实际,分析了华瑞制药有限公司在营销环境和策略的实践中所遇到的挑战和问题,并提出了适合本企业的切实可行的医药市场营销管理策略。本文的创新之处是全面系统的分析了华瑞制药有限公司营销管理中存在的问题及所面临的挑战和机遇,在此基础上总结出系统的具有针对性的营销策略方案,对于该公司和类似的医药企业具有一定的实际操作性。华瑞制药有限公司只有通过不断
3、的改进、完善市场营销观念和营销策略,根据市场的变化而采取相应的改变,才能在市场中不断的壮大,巩固和提升其市场竞争力,这也是本文的出发点和研究目的。本文由六章组成:首先介绍了市场营销的相关理论,随后在国内外医药行业发展的背景下,对华瑞制药有限公司的内外环境进行了研究分析,明确了公司目前面临的机会和威胁,存在的优势和劣势;然后本文深入分析了华瑞制药公司当前的营销策略,从企业的产品、营销渠道、促销策略和价格策略以及保障性措施等方面提出了自己的观点和改进的建议和措施。关键词:医药市场;营销策略;营销环境;品牌效应43目录摘要···············
4、················································(1)第一章相关市场营销理论研究············································(4)1.1市场营销的含义································································(4)1.2市场营销观念的演变与展·····················································(5)1.3市场营销的相关理论······
5、·····················································(7)1.3.1市场营销组合理论(4P--4C--4R)····································(7)1.3.2市场定位理论(STP理论)·········································(10)43第二章SSPC的市场营销环境SWOT分析···································(11)2.1SSPC的公司介绍及在中国的现状分析···········
6、·······················(12)2.1.1SSPC公司介绍····················································(12)2.1.2SPC的营销现状分析··············································(13)2.2SSPC营销环境的SWOT分析············································(14)2.2.1SSPC面临的机会···································
7、·············(14)2.2.2SSPC受到的威胁·················································(18)2.2.3SSPC的优势···················································(21)2.2.4SSPC的弱势····················································(22)2.2.5SSPC的优势和机会组合战略分析···································(
8、23)第三章SSPC的营销策略选择43··············································(25
