【作者】 江正方；

【导师】 张建斌；

【作者基本信息】 暨南大学 ， 工商管理（MBA）， 2001， 硕士

【摘要】 药品作为一种特殊商品，不同于一般的消费品，它具有在医生指导下完成消费过程的特点，其销量的产生，受着医院医生的直接影响。在整个药品市场中，75％以上的销量产生在医院。医院成为众医药企业的必争之地，由此引起的激烈竞争，亦给医药企业在运作医院市场时带来了较大的难度。医药企业的销售人员普遍感到：做药品最难的是进医院，最重要的是临床促销，最怕的是销售后的收款。 本案例是讲述第一制药（中国）有限公司自1988年进入中国医药市场的发展过程，其过程分为三阶段，每一阶段都有其独特的医药市场环境和营销内容。正文重点描述的是在发展的第三阶段广州事务所所面临的目标挑战和营销计划及措施。案例分析部分主要利用4P工具来剖析广州事务所的营销策略，并用SWOT方法对第一制药公司、产品等进行分析，并提出选择方案和最佳建议。更多还原

【Abstract】 Medical product differs in general consumables by way of one sort of Special Merchandise, it provides with characteristic of using depending on doctor instruction, the consumption quantity of medical product can be directly affected by hospital doctors. In the medical market place, 75% of sales are came into being in hospitals. Many companies aim at potential target hospitals and medical product competition becomes more and more intensive, therefore, Pharmaceutical companies now face effective marketing mix challenge. Medical sales people always finds: the most difficult thing is to put new products into hospital, the most important thing is to promote product, the biggest trouble is post-sales gathering. This case tells of history development of Daiichi Pharmaceutical (China) Company Ltd. since started its marketing in China in 1988. the history is divided into three phases, each phase includes different medicine market environments and definite marketing strategies. The case in first part mainly epitomizes that Guangzhou office challenged the sales target and made marketing strategies. In second part of case, it presents analysis of marketing strategy for Guangzhou office by means of 4 P’s tool and utilization of SWOT to study the operation of Daiichi company, promotion mix, etc. in addition, at end of second part, it brings forward schemes and one optimum proposal for Daiichi’s future.更多还原