【作者】 秦颢；

【导师】 程艳霞；

【作者基本信息】 武汉理工大学 ， 工商管理， 2003， 硕士

【摘要】 随着医药产业的高速发展，医药市场已成为买方市场，市场竞争日益激烈。医药市场营销正面临变革：一方面国家针对医药市场的法律、法规日益完善，我国加入WTO，医药企业间大规模并购、重组成为大势所趋；另一方面医药消费者素质逐渐提高，消费心理和行为日趋成熟。 本文从市场营销角度科学分析了科益公司现状以及科益公司所处的营销环境，并运用SWOT分析法和竞争力分析法，从入世对中国医药市场的冲击和影响、医疗改革对医药市场所带来的影响以及医药市场供求环境及发展趋势等方面，对科益公司的机遇和挑战进行了科学系统的剖析。在此基础之上，依据市场营销原理，提出了科益公司的营销战略框架(重点营销战略、营销模式和目标市场营销战略)。提出了公司的产品战略(产品结构分析、与竞争对手产品战略的比较、产品战略规划、品牌战略和服务战略)；价格战略(定价目标、定价方法)；分销战略(渠道类型、学术推广方案、市场推广方案、代理方式和分销策略)；促销战略(促销组合决策及模型、基本促销策略)，以期能够探讨出新环境下适合科益公司发展的营销战略。更多还原

【Abstract】 With the rapid development of the drug industry, the competitions in the drug market are increasingly drastic. The marketing in the drug market is in face of change: on one hand, more and more laws and regulations toward drug industry are published by government. The acquisition and the reorganization are getting prevalent between the drug enterprises since China has became a member of WTO; on the other hand, the qualities of drug consumers are gradually improved. The psychology and behaviors in consumption of the consumers are also getting ripe.Based on the principles of marketing, this paper analyzes the current situation and the marketing environment of KeYi pharmaceutics co.ltd by the methods of SWOT and the competence, from the points view as follows: the effect of the entry into WTO, the effect of medical reform, the effect of the changed demand-supply environment of drug industry and the new trend of it. On the basis, it presents the frame of marketing strategic for KeYi: the key marketing strategic, the model of marketing strategic, the marketing strategic of the target market. Meanwhile, it offers a set of product strategies, price strategies, place strategies and promotion strategies.更多还原