东北制药公司磷霉素产品营销策略研究

【作者】 吴振铁；

【导师】 曲洪敏；

【作者基本信息】 大连理工大学 ， 工商管理， 2004， 硕士

【摘要】 东北制药公司(以下简称东药)是中国医药行业大型化学制药企业之一，是东药集团核心企业，2003年集团销售收入达到26亿元，在全国医药行业企业排名第8位。企业主要产品包括抗生素系列、维生素系列、心脑血管系列和抗爱滋病系列等原料药和制剂产品，产品种类达80多个。然而企业在竞争日益激烈的市场环境下，企业在发展过程中遇到了许多问题，而制约企业发展的最突出问题是市场营销环节。 本文通过对东北制药公司磷霉素产品在中国市场营销实践的研究，采用调查研究、理论实际相结合、统计分析和市场预测的方法，系统地分析了目前中国药品市场形势及影响因素、抗生素市场竞争现状以及影响消费者行为的主要因素，并通过市场细分，确定了磷霉素产品的目标市场和市场定位，并运用市场营销4p组合策略对磷霉素产品的进行了分析和研究。同时本文也分析了未来几年中国药品市场竞争格局，进一步提出了产品业务整合、竞争对手跟踪分析和以市场开发、临床开发、新产品开发为主的综合竞争策略构想。本文以企业的营销实践为基础，引用大量的文献、统计数据和市场调研结果，运用现代市场营销理论，对企业市场营销工作进行精心论述，以期望在医药市场竞争日益激烈的环境下，改善企业营销水平，提高市场竞争能力。更多还原

【Abstract】 NEGPF is one of the biggest pharmaceutical enterprise in China and core-enterprise of NEPG. Its annual sale in 2003 is 2.6 billion yuan RMB and ranked No.8 in the whole Chinese pharmaceutical enterprises. Its main products include more than 80 kinds of raw materials and preparations such as antibiotics,vitamins, and AIDS drug etc. But the enterprise still needs to overcome many obstacles in the course of its development. The main obstacle for the development currently is "marketing and sales".In the paper an analysis on various factors which have impact on the Chinese drug market structure of antibiotics and main factors which influence the consumption were made through the methods including theory linking with practice, investigation and research and analysis on 4p marketing strategy for phosphomycin series products are given . The analysis of impact of new situation on drug market and the strategy of product business incorporation following and analyzing competitor. Comprehensive competition with regard of market development ,clinic development were put forward in this paper . The basis of this paper is the marketing practice of the enterprise . Quotation of large amount of literature ,statistics data and investigation of marketing as well as current marketing theory in order to be helpful to the improvement of current situation of the enterprise.更多还原