丽珠制药集团发展及市场营销战略

【作者】 王建立；

【导师】 赵军；

【作者基本信息】 对外经济贸易大学 ， 工商管理， 2001， 硕士

【摘要】 随着我国市场经济的建立和完善，医药市场竞争将更加激烈。在激烈竞争中，企业要想占领市场并获得持续发展，就必须对企业外部市场环境进行深入的研究，根据企业自身的条件，制定正确的企业发展战略。企业要以市场为导向，重视新产品的研制与开发，突破传统的销售观念，积极地学习现代市场营销理论，并将其运用于实际工作当中，这才是现代医药企业生存和发展的关键。 丽珠制药集团公司是我国改革开放以后，迅速崛起的国有制药企业的典型代表。本文旨在通过阐述丽珠公司的发展历程，试图运用市场营销理论（4Ps）深入研究与分析丽珠公司在实际工作中是如何运用与调整其企业发展战略、产品策略、定价策略、分销策略、促销策略。作者希望借此案例的研究能为中国制药企业的改革、生存和发展尽一点微薄之力。本文共分如下几部分：第一部分介绍了丽珠公司的历史和发展现状，使人对丽珠公司有一个大致的了解。第二部分对企业战略管理、市场营销学理论进行了简要的回顾。第三部分介绍了本文的研究方法第四、五、六、七部分是本文的论述重点，论述主要从理论角度阐述与分析了丽珠公司的发展历程、市场竞争中面临的问题以及丽珠公司的营销改革与取得的成果。第八部分是在第七部分的基础上，提出了国有制药应从市场定位、品牌培育、通路管理、产品研发等方面提高企业的竞争能力。更多还原

【Abstract】 Along with establishment and improvement of Chinese market economy, the competition of medicine market will he more and more heavy If enterprises want to occupy market and keep them growing continuously, they should make out the right enterprises?development strategy based on exterior market environment and themselves?condition. It is very important to enterprises?existence and development that enterprises should focus on market, pay attention to R & D, breakthrough traditional sales concept, learn modern marketing theory positively, and use these knowledge in practice. Livzon is a model of pharmaceutical enterprise of state-own after China抯 reform. By this paper. I will use marketing抯 theories to expatiate Livzon抯 development course and analyze how Livzon makes out and improve their development抯 strategy, product抯 strategy, price抯 strategy, place抯 strategy, and promotion抯 strategy. II hope that this study can bring a little contribution to reform, existence, and development of enterprise of state-own. The structure of this article as follow: 1. Introduction of history and actuality of Livzon 2. Review theories of enterprise抯 strategy and marketing 3. Introduction research method of this paper 4. Section four, section five, section six, section seven are this paper key points. In the view of theory, I expatiate and analyze Livzon抯 development courses, problem faced by Livzon in market抯 competition, Livzon抯 internal reform, and fruit attained by Livzon. 5. Section eight is based on section seven. It gives suggestions to enterprises of state-own that they should improve the ability of competition by strengthening product抯 position, brand cultivation, sales channel management, and product抯 R &D.更多还原