999医药营销策略研究
摘 要
近几年来国家不断加大药品市场的整治力度，其中医院招标采购，药品降价，药品注册等管理办法不断出台，对药品生产企业和流通企业影响较大，近三年医药行业增速有所放缓。特别是国家近期出台的卫生体制改革，逐步推行的全民医保制度，对医药企业即是机遇，也是挑战。
本文以营销管理为主要研究方向，在相关理论指导下，以三九医药股份限公司(以下简称三九医药)的经营实际为背景，首先分析三九医药面对的外部环境:概括了药品市场的行业特征和发展趋势，归纳了竞争格局的演变特点;其次梳理了三九医药自身的营销现状和营销中存在的问题，包括主导产品老化、品牌形象老化、渠道推力度不足等;然后在对三九医药进行SWOT分析的基础上，提出了三九的营销目标和营销策略框架:并通过细分医药市场，重新定位三九医药目标市场，制定出三九医药在品牌推广方式、产品开发和改进、价格制定、渠道管理和
模式改进等方面的营销组合策略;最后针对营销策略方案的实施就有关观念转变、机构调整和销售队伍管理方面提出一些具体建议。
关键词 三九集团、医药药品、营销策略
Reeently the govemment enhance 999
Abstract
Reeently the govemment enhance the strength on the medieine market contr0lling. The poliey on hospital public bidding, price erosion, new星期五的英语单词 medicine register continuously come 傻瓜国际音标下载out, which have had certain imPact torange是什么意思 tho medicine manufactures and relater distributors and result in slow down for the expand race of medicine industry in past 3 years. Especially the new relead healthy system renovation from government on the entire-society medical care system, it’ a chance and vice versa a challenge to the industry.
This thesis focus on marketing management as its rearch direction. Under the guide
of relevant theory, it us the business reality of 999 Pharmaceutical as the background, first analysis the external environment which 999 is facing: It summarizes the medicine industry character and development trend of the medicine market, generalizes the evolution eharacter of the competition structure and the rival’ s marketing management measures, and coneludes some development没关系英语怎么说 changes agitationof the eonsumer demand: Next，it analysis the marketing situation and problem that 999 itlf has now，including the leading product is vacuum pumpold，and brand image is old and the channel thrust is inadequate etc Then bad on the SWOP analysis of the 999 Pharmaceutical, it puts forward the marketing target and marketing measure strueture: And through careful analysis of the eye drop consumer group, reloeates网上兼职翻译 the target market of 999 and plans system measures in brand building and popularizing, product tapping and development, price planning，channel rebuilding and mode improvement; In the end it put forward some coneret suggestion in 雅思之路aim of the practice of marketing strategy ineluding the idea changing，organization adjustment and marketing team management. The conelusion of this thesis is: as to an company exercis是什么意思with a mature produet, it should keep an eye on the cons
ume demand and rival’s change, and adjust the strategy of its product, priee, channel，popularization according to the change of market in ouler to keepthe competitive power in the market.The market is dynamic,so is the marketing strategy. The stock still idea and strategies will sure be eliminated by the market. This thesis put forward some suggestions and advices on marketing strategy bad on the field rearch analysis and collection of some materials. It should have some reference function in reality of the 999 phannaceutical’ s marketing work now.
Keywords:999 phannaeeutieal Company; Medieine:；Rearch on Marketing Strategy
摘 要 Ⅰ怎么和女孩子聊天
Abstract Ⅱ
第1章 绪论 1
1.1论文的研究背景 1
1.2论文研究的意义 2
1.3论文研究的内容及思路 2
第2章理论综述..................................................3
2.1市场营销观念的产生与发展…. 3
2.2STP理论. 4
2.2.1市场细分的理论依据和标准..........................................................4
2.2.2目标市场营销........................................................................................4
2.2.3目标市场定位................................................................................5
2.3市场营销组合………………………………………………………… 5
2.3.1产品组合策略……………………………………………………6
2.3.2价格策略…………………………………………………………6
2.3.3渠道策略…………………………………………………………7
2.3.4促销策略………………………………………………………………...7
第3章 三九医药营销现状及问题...................................................................8
3.1三九医药发展概述....................................................................................8
3.2三九医药营销现状....................................................................................8
3.2.1产品现状.............................................................................................8
3.2.2渠道现状.............................................................................................8
3.2.3价格现状.............................................................................................9
