【作者】 吴迺峰；

【导师】 钟甫宁；

【作者基本信息】 南京农业大学 ， 农业经济管理， 2008， 博士

【摘要】 改革开放以来,我国的医药产业取得了长足的进步,成为国民经济体系中最具活力、最具潜力的行业之一。医药企业的市场营销逐步发展起来。转型问题是中国营销领域的一个热点问题,医药企业正在经历新旧变革的重大挑战。因而,无论从理论上还是从实践上,营销转型的研究都具有重要意义。自从20世纪70年代末,在西方发达市场经济环境中形成的市场营销理论开始在中国传播,带动了中国市场上对相应的理论思想的引进、借鉴和研究,也带动了中国医药企业的自主探索。因而,首先比较全面地评述当前位于前沿的营销理论、营销模式和营销策略,对后面的研究提供理论基础,进而从中提出了营销理念转型的基本观点。营销理念的转型成为营销组合策略转型的先导。市场转型是营销转型的基础和根源。中国医药市场的转型可以概括为:市场处于急剧变动而又高速增长的状态之中;中国医药市场逐渐成为世界医药市场的重要组成部分。在这种环境下,中国医药市场开始从生产导向向消费导向转变,进入了全面竞争与微利经营的时代,市场的结构性矛盾仍然突出,供需失衡引发无序竞争。现代医药物流开始迅速崛起,外资企业尝试进入中国药品分销市场。通过对医药市场各板块的详细研究,得出的结论是:医院的处方仍是医药营销的主流市场,城市医疗市场“一元独大”的局面没有根本性改观;OTC市场是近年迅速发展的市场;以农村和城市社区为主的第三终端迅速崛起,成为行业的一大亮点。中药市场是中国医药市场的一个重要而富有特色的组成部分。现在中药业分化出了中药农业、中药工业、中药商业和中药知识产业等产业领域,而且高度分化、高度集成的特征也日益显现,现代化、高科技产业的雏型渐趋形成。现代中药产业的发展成为医药市场转型的一个突出表现。通过对中国医药营销发展历程的研究表明,中国医药营销起步虽晚而发展快速,在经过三个阶段后,2006年进入了一个新的时期。相应地,对医药营销的研究,从90年代初期开始,从总结“三资”企业的经验、引介国外的营销理论,到现在已展开全方位的创新研究。医药营销的发展历程也显示出,在不同的阶段,医药营销的转型有不同的特点。产品组合和定价策略是市场营销的两个基础内容。一个医药企业的产品组合是动态变化的。在新的市场形势下,医药产品组合的变化呈现出新的趋势:原料药企业向制剂方向扩展;仿制药向原创药物转型;处方药向非处方药转化。天士力集团作为一家新兴的医药企业,成功实现了从单一产品向多元产品的转型。价格对企业的市场营销和消费者行为具有重要影响。在医药不分的体制扭曲下,出现了不正当的价格策略和价格行为。缺少一套科学合理的定价机制,药品价格虚高,药品费用居高不下,药品定价差异过大,价格混乱等等。从较长远来看,随着国家药品科学定价机制的建立,药品价格政策也会逐步趋向规范,药品流通链中各环节追求适当的合理利润,各企业对自身的渠道和价格有良好的规范措施。天士力集团的定价策略体现了营销策略转型的一个重要方面,保持对药物创新的高投入,使药品形成高效优质的品质保证,达到药品在较高价格基础上的优异效价比,既维护消费者的价值,又保持企业的良性发展和持续开发能力。中国医药企业的营销渠道基本上分为两大类:一是直营制模式,二是代理制模式,而代理制又根据中间商角色和作用的不同,分为总经销模式和总代理模式。新出现的加盟制成为一种补充模式。在药品零售市场,主要有三类终端渠道:连锁药店、药品超市和单体药店。新的市场和新的业态,必然引发医药促销策略的变化,如广告营销、学术营销、服务营销和品牌营销等等,都出现了新的变化。广告营销的内容和范围将受到严格监管,宣传推广走向规范化。学术营销将向全程化、系统化方向发展,仍是处方药的主要营销方式。服务营销的进步性在于使营销的重心从有形的产品转向无形的服务。品牌营销不仅对非处方药非常重要,对处方药的重要性也日益显现,特别是品牌营销意味着市场的竞争从产品的竞争扩展到企业核心能力的竞争。对天士力营销案例的剖析表明,随着医药市场形势的变化以及企业实力的增强,企业的营销渠道和促销策略也处于不断转型之中。天士力在渠道策略上的最主要特点是:从单一渠道向多元渠道的转化,具体表现为早期的自建直营渠道,向多功能、广覆盖的渠道转型,通过功能扩展、新建机构、向农村进军等方式,扩充了营销网络的兼容性。在促销策略上的主要特点,就是从单一的学术推广走向整合营销。从国内市场走向国际市场,从原料药出口转向制剂产品的本土化营销,代表了中国医药企业营销转型的一个根本趋势。从长远来看,中药以药品身份进入世界主流医药市场,是中药国际化的主导方向。国内一些著名中药企业,开始以不同的模式,进行中药开拓国际市场的探索。从产品出口到本土化营销,从原材料和中间体到中药制剂,中药的国际营销面临营销策略的根本转型。从“(国内)药品—(国外)保健品或健康食品—(国外)药品”三个阶段性转化,反映了中药国际化营销的特殊性。中药实施国际化营销,首要的是正确的产品策略。要把传统中药产品改造成为技术含量较高、能达到国际标准认证的现代中药品种。即使作为食品补充剂出口,也要提高产品的技术标准、环保标准和质量标准。依据不同的产品定位,选定恰当的目标市场;依据企业实力,选择适当的渠道策略。中药的国际化营销策略,一是按健康食品或营养补充剂销售,二是按药品进行申报认证。天士力构筑了中药国际分销和国际直销两条渠道。以复方丹参滴丸为主要产品,进行了以认证注册为高端带动、以出口贸易为基础的分销渠道策略。而在非洲和东南亚,针对当地病患人群的消费特点,开展了“体验+培训”为主要策略的国际直销。更多还原

【Abstract】 Since China reformed and opened up to the world, significant progress has been made in Chinese pharmaceutical industry. Now it has become one of the most active and potential industry in the whole national economic system. The marketing work of the pharmaceutical enterprises has been developed step by step. Transition issue has become one of the hot spots in the marketing area. The pharmaceutical enterprises were met by a grand challenge of reforms from old models to the new. Therefore, it is extremely important to deeply study marketing transition, whether theoretically or practically.Since the end of 1970’s, the marketing theories formed in western developed market economy environment started to spread in China. They promoted the importing, using and studying of the relevant thought in Chinese market and drove the independent exploring of Chinese pharmaceutical enterprises. Hereby, this dissertation firstly makes a comprehensive review on the currently advocating marketing theories, modes and strategies in order that they can make an academic base of the research after mentioned. And then, the basic views of marketing idea transition were raised. The transition of marketing idea is the guide of strategy transition of marketing mix.Market transition is thd base and root of marketing transition. The transition of Chinese pharmaceutical market is mainly outlined as follows: the Chinese pharmaceutical market is in the state of high-speed growth and rapid changes; and it has gradually become an important part of international pharmaceutical market. Under such conditions, the Chinese pharmaceutical market began to turn from production-orientation to consumer-orientation and came into a new phase of total competition and low-profit running. The structural contradiction is still quite acute, and the state of imbalance between supply and demand leads to orderless competition. Modern pharmaceutical logistics has developed rapidly. Foreign investments entered into Chinese pharmaceutical distribution market discreetly. Through the research on every part of the drug market, it is concluded that prescription drugs in hospitals are still thd mainstream market, the dominative position of urban pharmaceutical market has not been changed at all, the OTC drug market is a high-speed developing one in recent years, and the third terminal market (TTM) based on the rural area and urban commiunities has grown up rapidly and become a bright point of the industry.The Traditional Chinese Medicine (TCM) market is an important and special part of Chinese pharmaceutical market. Nowdays, TCM industry divides into TCM agriculture, TCM manufacturing, TCM commerce and TCM knowledge industry. The characters of high differentiation and high integration are becoming more and more cleare. The embryo base of modern high-tech industry in TCM has been gradually built up. The development of modern TCM industry has become a prominent manifestation of the transition of Chinese pharmaceutical market.The research on the development history of Chinese pharmaceutical marketing indicates that although Chinese drug marketing started late, it developed rapidly. After the three former developing stages, it has eventually entered a new phase since 2006. Accordingly, the research on drug marketing has been changed from summarizing the overseas-funded enterprises’ experiences and introducing foreign marketing theories in early 1990’s to making the comprehensive innovative researches on our own. The development history indicated that there were different transition features of drug marketing in its different stages.Product mix and pricing strategy are the two aspects of basic contents of marketing. The product mix of a pharmaceutical manufacturer is dynamic and variable. Under the new market circumstances, the variations of pharmaceutical product mix show several new trends: raw material medicine manufacturers extend to phmarmaceutical preparation, generic medicine diverts to originally innovative drugs, and prescription drugs transform to OTC drugs. As a newly-rising pharmaceutical corporation, Tasly Group successfully transitted from a sigle product to diversified products. Price has very important effect on enterprises’ marketing and consumers’ behavior. Unfair price strategies and price behavior emerged in the deformed undivided system of treatment and medicine. A scientific and reasonable pricing system is lacking for the market. The drug price is falsely high and the drug expense is sustainingly undescended. The discrepancy of drug price is excessive and leads to price donfusion. In the long run, the drug price policies will tend to be standardized progressively with the establishment of scientific national drug pricing system. Every sort of roles in the pharmaceutical circulation chain pursues the suitable and reasonable profits and each company adopts favorable measures to its channels and prices. Tasly Group’s pricing strategy embodies an important side of marketing strategy transition, that is to say, to keep high investment to drug innovation, gain high-efficient and excellent guaranteed quality, achieve outstanding potency ratio based on the higher prices, and both to protect consumer value and to maintain Tasly’s sound development and sustainable developing capacity.The marketing channels of Chinese pharmaceutical enterprises are basically divided into two sorts: one is the direct managing mode and the other is agency mode. And the latter divides into general dealer mode and general agency mode according to their different part and role. The newly emerging alliance mode becomes a supplementary one. There are three major sorts of terminal channels in drug retail market: chain drugstores, drug supermarkets and sigle drugstores. The new markets and new bussiness patterns necessarily arouse the variation of pharmaceutical promotion strategy. There are already new changes in advertisement marketing, academic marketing, service marketing and brand marketing, etc. The content and scope of advertisement marketing will be strictly supervised and controlled, and therefore propaganda and popularization will tend to be standardized. Academic marketing will develop towards totality and systemization still as the main style of prescription drug marketing. The progress of service marketing consists in the diversion of marketing focus from tangible products to intangible services. Brand marketing is very important not only to OTC drugs but also prescription drugs, and especially it means that the market competition extends from products to the core competence of the corporation. The case study on Tasly Group indicates that the enterprises’ marketing channels and promotion strategies have been experiencing continual transition along with the changes of drug market and the increase of corporation strength. The most important features of Tasly’s channel strategies are transition from single channel to diversified ones, which are embodied in the transition from early self-constructed direct marketing channel to the multifunctional and widely covering channels and the expansion of compatibility of marketing networks by means of functional expansion, newly-built organizations, advancement to rural areas, etc. The major feature of promotion strategy is diversion from single academic marketing to integrated one.Going abroad from domestic market to international market and transiting from exports of API to overseas marketing localization of pharmaceutical preparation represent a radical trend of the marketing transition of Chinese pharmaceutical enterprises. In the long run, it is the predominant orientation of TCM internationalization for it to enter international dominant pharmaceutical markets with drug qualification. A few of famous domestic TCM corporations already began to undertake the exploration of promoting TCM to international markets. The international marketing of TCM is faced with radical transition of marketing strategies such as the diversion from product exporting to overseas marketing localization and the expansion of exports of raw materials and intermediates to TCM prparations. The three-phrase diversion of TCM, namely: (domestic) drugs-(overseas) health products or health foods-(overseas) drugs, indicates the particularity of the international marketing of TCM.The principal issue for TCM to implement international marketing is proper product strategy. The traditional TCM products should be transformed into modern TCM products with higher technological contents and international standard certification. Their technological standard, environmental standard and quality standard should be raised even if they are exported as food supplements. The right target markets are chose according to the different product position and the proper channel strategies are selected by the enterprises’ strength. There are commonly two international marketing strategies of TCM; one is to sale as health food or nutritional supplements, the other is to carry out international certification and registration as normal drugs. Tasly Group has constructed two marketing channels of TCM; one is international distribution and the other is international direct marketing. Tasly takes Composite Salvia Dropping Pill as the main product and adopts the international distribution strategy with the high-end drive of certification and registration and the base of export trade. And moreover, Tasly started the international direct marketing with the strategy of experiencing & training in connection with the consuming characteristics of local ailing and sick residents in Afirica and Southeast Asia.更多还原