【作者】 陈姗姗；

【导师】 吕荣杰；

【作者基本信息】 河北工业大学 ， 企业管理， 2011， 硕士

【摘要】 伴随新医改的逐步实施,我国药品生产、流通等领域将发生巨大变化。当前我国的医药市场前景光明,市场秩序逐步规范并与世界接轨,在如此背景下制药企业集中关注的问题即为:怎样在国家政策限定的范围中有序的生产与销售。制药企业面对如此激烈变革的药品终端市场,必须对自身提高要求,加快营销创新的步伐。制药企业营销水平是决定制药企业成功与否的重要因素之一,若想提高此因素,首先要切实了解和掌握国家政策的变化所引起的药品市场的变化。在此次新医改的背景下,本文深入分析政府对新一轮医疗改革的指导思想和目前已经公布实施的一些具体措施,基于经济学的供需均衡及制度变迁理论来研究新医改制度与经济层面的均衡问题,分析此制度变迁的预期效果,以及这种制度变迁可能给制药企业营销带来的新问题。我国新型医疗体制改革正在初步实施中,制药行业的机遇与挑战并存,企业要想生存需要创新与改革。本文在此背景下,分析整个制药行业现状特点及相关企业内部资源能力等,进而制定出制药企业适当的营销创新策略。本文综合运用了制度变迁理论、供需均衡理论,企业资源基础理论、营销资源理论、市场导向理论等,联系我国实际情况进行深入研究。运用波特五力模型分析新医改背景下,制药企业所处的行业竞争环境;运用内外环境评价矩阵(EFE和IFE)定量分析制约或促进制药企业(以石药集团中诺公司)发展的内部和外部因素,并对结果加以分析;由EFE矩阵-外部因素评价矩阵和IFE矩阵-内部因素评价矩阵整合而成石药集团中诺公司SWOT矩阵,并制定出企业四种战略——ST战略,WT战略,SO战略和WO战略,有助于提高营销管理者具体营销策划的质量。建立基于层次分析法的制药企业市场营销机会评价模型,以石药集团中诺公司为例,并运用matlab软件数据分析,得出制药企业面对的新市场机会,为企业制定相应营销策略提供依据。本文的结论可为制药企业在新形势下制定适当的营销创新策略提供一些有价值的理论借鉴。更多还原

【Abstract】 With the implement of new heath care reform,our medicine production and circulation will change a lot.At present,we have a bright future of medicine market,market order is gradually standard and integrated into the world market,at such background,the problem that the pharmaceutical enterprise care about is:how to produce and sale in limited range of national policy. Pharmaceutical enterprise face such a fierce changing medicine end market,they must improve their level and accelerate the innovotive step.The success of pharmaceutical enterprise is up to the marketing level, if they want to improve their marketing level, they should know the medicine market change influenced by the national policy change. At the background of our national heath care reform, the article deep analyze the govenment guiding ideology for the new heath care reform and implementary specific measures, the research the new heath care reform system and economic dimension balanced problem according to economics supply and demand balance and system change theory, analyzed the expected effect of system change and the problem it will bring to the enterprise marketing. Our national heath care system reform is in preliminary implementation, the opportunity and chanllenge for the pharmaceutical enterprise is coexist, the enterprise should innovate and reform. This artical analyzed the features and related enterprise internal resource of the whole pharmaceutical industry, and formulated marketing strategy. The artical used system change theory, supply and demand balance theory, enterprise resource basis theory,marketing resource theory, market orientation theory, thus research according to our national reality.According to Michael Porter’s Five Forces Model athe article analyze competitive environment of the pharmaceutical enterprise on the new heath care reform background; The article analyze the development of medical company internal and external factors,and analyze the result from EFE and IFE.The article built evaluation model based on analytic hierarchy process company marketing chance,exampled shijiazhuang medical group facing the new market chance,provide the proof for formulating marketing stategy.更多还原