清热消炎宁胶囊营销策略研究
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摘要
医药行业被誉为“永远的朝阳行业”。如今,我国实施的医药分家、药品招标制、医疗保险、药企GMP准入制度等,都给医药行业带来巨大的机遇。从1995年到2005年10年中,我国的医药企业不断壮大,整个医药产业在GDP中的比重翻了两番,达到了4%。2006年,全国医药工业完成工业总产值5323.7亿元,同比增长17.9%,整个医药行业呈现较好的发展态势。面对如此巨大的医药市场前景,医药生产企业如何根据自身的特点,在遵守国家法律法规的前提下进行有序的销售是每一个药品生产企业密切关注的问题。然而,到目前为止也没有一个现存的模式和理论可以借鉴。因此,企业迫切需要一套行之有效的非处方药的营销战略理论体系。
本文首先阐述了药品营销的特点,然后利用市场营销理论和市场营销战略理论详尽分析了国内市场的环境,阐明中国医药市场巨大的发展潜力,尤其是清热解毒类产品,每年都以10%的速度增长。同时文章以一个具体的非处方产品——清热消炎宁胶囊为例,分析了清热消炎宁胶囊的经营现状,找出了在清热解毒类产品市场一片大好的前提下,清热消炎宁胶囊销售额徘徊不前的原因。然后对清热消炎宁胶囊所处的宏观环境进行分析,运用波特五力分析模型和SWOT分析法对竞争对手进行研究。本文通过对非处方药患者购买行为的研究,对清热消炎宁胶囊进行了市场细分,确定了目标市场,在明确市场定位的基础上,制订了产品、价格、渠道、促销、宣传、公共关系六大方面的整合营销策略。
Pharmaceutical industry has been praised as "eternal chaoyang industry". Nowadays, the implementation of the medical centre. drugs competitive bidding system, yearly medical insurance, medicine enterprises GMP admittance system etc., all give medicine industry has brought tremendous opportunities. From 1995 to 2005, China 10 years and pharmaceutical enterprise expands unceasingly, the whole medicine industry weight in GDP tripled to reach 4%. In 2006, the national pharmaceutical industry complete industrial output 5323.7 billion yuan, an increase of 17.9, whole pharmaceutical industry has a good development momentum. Facing such huge pharmaceutical market prospects, pharmaceutical production enterprise according to their own characteristics, in compliance with the state laws and regulations on the premise of orderly sales is each pharmaceutical production enterprise paid close attention to the problem. However, so far, none of the existing mode and theory can use. Therefore, the enterprise urgently needs a set of effective over-the-counter marketing strategy theory system.
This article elaborates the characteristics of pharmaceutical marketing, and by using the market marketing theory and marketing strategy theory a detailed analysis of the domestic market environment, expounds the Chinese medicine market the huge development potential, especially qingrejiedu products, annual with 10% speed growth. Meanwhile articles with a concrete over-the-counter products--heat antiphlogistic ning capsule for example. analyzed the heat antiphlogistic ning capsule, find out the current situation of management in qingrejiedu products market a large good premise. heat antiphlogistic ning capsule sales wandering plateaued reasons. Then on to heat antiphlogistic ning capsule in the macro environment of analysis, using potter five competitive forces of SWOT analysis model and competitor for research. This article through to over-the-counter patients to purchase behavior research, the heat antiphlogistic ning capsule market segments, determine the target market, in clear market positioning basis, and developed a product, price, place, promotion. promotion, public relations in the six integrated marketing strategy.
本文首先阐述了药品营销的特点,然后利用市场营销理论和市场营销战略理论详尽分析了国内市场的环境,阐明中国医药市场巨大的发展潜力,尤其是清热解毒类产品,每年都以10%的速度增长。同时文章以一个具体的非处方产品——清热消炎宁胶囊为例,分析了清热消炎宁胶囊的经营现状,找出了在清热解毒类产品市场一片大好的前提下,清热消炎宁胶囊销售额徘徊不前的原因。然后对清热消炎宁胶囊所处的宏观环境进行分析,运用波特五力分析模型和SWOT分析法对竞争对手进行研究。本文通过对非处方药患者购买行为的研究,对清热消炎宁胶囊进行了市场细分,确定了目标市场,在明确市场定位的基础上,制订了产品、价格、渠道、促销、宣传、公共关系六大方面的整合营销策略。
Pharmaceutical industry has been praised as "eternal chaoyang industry". Nowadays, the implementation of the medical centre. drugs competitive bidding system, yearly medical insurance, medicine enterprises GMP admittance system etc., all give medicine industry has brought tremendous opportunities. From 1995 to 2005, China 10 years and pharmaceutical enterprise expands unceasingly, the whole medicine industry weight in GDP tripled to reach 4%. In 2006, the national pharmaceutical industry complete industrial output 5323.7 billion yuan, an increase of 17.9, whole pharmaceutical industry has a good development momentum. Facing such huge pharmaceutical market prospects, pharmaceutical production enterprise according to their own characteristics, in compliance with the state laws and regulations on the premise of orderly sales is each pharmaceutical production enterprise paid close attention to the problem. However, so far, none of the existing mode and theory can use. Therefore, the enterprise urgently needs a set of effective over-the-counter marketing strategy theory system.
This article elaborates the characteristics of pharmaceutical marketing, and by using the market marketing theory and marketing strategy theory a detailed analysis of the domestic market environment, expounds the Chinese medicine market the huge development potential, especially qingrejiedu products, annual with 10% speed growth. Meanwhile articles with a concrete over-the-counter products--heat antiphlogistic ning capsule for example. analyzed the heat antiphlogistic ning capsule, find out the current situation of management in qingrejiedu products market a large good premise. heat antiphlogistic ning capsule sales wandering plateaued reasons. Then on to heat antiphlogistic ning capsule in the macro environment of analysis, using potter five competitive forces of SWOT analysis model and competitor for research. This article through to over-the-counter patients to purchase behavior research, the heat antiphlogistic ning capsule market segments, determine the target market, in clear market positioning basis, and developed a product, price, place, promotion. promotion, public relations in the six integrated marketing strategy.
引文
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[24]黄小竹.市场营销的渠道策略与创新[J].商场现代化,2009,4.
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[29]袁德斌.丝宝药业有限公司营销模式创新研究[D],华中科技大学,2010,9
[30]李秉或.让我们享受培训[N].医药经济报,2010,11.
[31]张其春.罗辑.企业开拓农村市场十法[J].企业管理,2010,9.
[32]徐梅.增加宣传单在消费者手上的“停留时间”[J].商场现代化,2011,3
[33]吕红博.沈阳红药：从区域品牌到全国品牌[J].企业外脑,2009,1.
[34]余然.拜耳拜唐苹产品的营销策略研究[D],对外经济贸易大学,2008,3
[35]耿鸿武.医药营销：从“终端”到“政府公关”[J].经销商管理,2009,3.
[36]刘祖轲.向华为营销学习什么[J].经理人,2010,12
[37]黄亚莉.企业目标的制订及实现保障措施[J].企业问题探讨,2009,4.
[38]王林玉.AH公司实施营销策略的保障措施[J].商场现代化,2010,8.
[2]李冬馥.商业银行市场营销研究理论综述[J].牡丹江大学学报,2010,3
[3]许刚.市场营销组合理论综述[J].北方经贸,2010,5
[4]冯国忠,彭嘉莹.我国OTC药品营销的4P、4C战略[J].齐鲁药事,2006,10
[5]王永辉.顺和药业基于4R理论的营销策略研究[D].中南大学,2007,4
[6]井浩涌,吕洪兵.市场营销战略的理论探析[J].辽宁经济职业技术学院学报,2002,1
[7]石亚雄.处方药“莱昔”的市场营销战略研究[D].中南大学,2003,1
[8]刘洋.西安杨森公司非处方药市场营销策略研究[D].吉林大学,2008,4
[9]吴悦.我国医药行业治理商业贿赂相关政策有那些?[J].首都医药,2007,2
[10]徐海霞.医改与全民医保问题研究述评[J].经济问题探索,2010,9
[11]张辉,陈俊国.新医改政策下医药行业环境研究[J].医学教育探索,2010,10
[12]张丽丽.通化华夏药业蝶灵药品营销策略研究[D].吉林大学,2007,3
[13]陶婷婷,蒋学华.运用“波特五力模型”分析我国医药企业的发展战略[J].现代预防医学,2009,4
[14]申彧.SWOT分析法的应用进展及展望[J].企业论坛,2009,1
[15]中国医药制造行业运行报告[J].财经界,2010,3
[16]张发强.非处方药市场消费者行为分析[J].医药世界,2007,1
[17]李潘坡.浅谈XX品牌食用油的STP营销[J].经济师,2010,第四期.
[18]罗纪宁.市场细分研究综述：回顾与展望[J].山东大学学报,2003,6
[19]罗纪宁.市场细分的系统内涵及其在企业营销决策中的应用[J].江苏商论,2005,5
[20]金琳.定位理论国内研究综述[J].当代经济,2009,1
[21]徐再胜.正华药业营销策略研究[D].西安理工大学,2002,4
[22]汪小星,江华.非典型创新[M].南方日报出版社,2010,12
[23]刘卫.现代企业产品营销渠道策略研究[J].商场现代化,2009,5.
[24]黄小竹.市场营销的渠道策略与创新[J].商场现代化,2009,4.
[25]肖明超.中国三四级医药市场透视与营销关键点[J].经营与管理,2008,4
[26]高环成.医药企业市场营销渠道的创新[J].经营与管理,2009,9.
[27]孔繁任.老杨“卖药记”[J].销售与市场,2011,3
[28]周旭东.承办销售也有学术冲动[N].医药经济报,2010,11.
[29]袁德斌.丝宝药业有限公司营销模式创新研究[D],华中科技大学,2010,9
[30]李秉或.让我们享受培训[N].医药经济报,2010,11.
[31]张其春.罗辑.企业开拓农村市场十法[J].企业管理,2010,9.
[32]徐梅.增加宣传单在消费者手上的“停留时间”[J].商场现代化,2011,3
[33]吕红博.沈阳红药：从区域品牌到全国品牌[J].企业外脑,2009,1.
[34]余然.拜耳拜唐苹产品的营销策略研究[D],对外经济贸易大学,2008,3
[35]耿鸿武.医药营销：从“终端”到“政府公关”[J].经销商管理,2009,3.
[36]刘祖轲.向华为营销学习什么[J].经理人,2010,12
[37]黄亚莉.企业目标的制订及实现保障措施[J].企业问题探讨,2009,4.
[38]王林玉.AH公司实施营销策略的保障措施[J].商场现代化,2010,8.