从7月份至今,葛兰素史克在华“贿赂门”箏件引发了整个K疗行业的震动,也

引起了社会各界关于医药行业营销体制的反思。医药公司营销模式一吋间成了社会诟

病的对象,医药行业正经历着前所未有的来自政府、媒体和消费者的质疑。从另一方

面来讲,形成中国医药行业营销现状的原因,也值得我们更加深入的研究。

改革开放以来,随着中国经济快速稳定发展,医疗卫生水平不断提高。人民生活

水平的提升,促进了医药需求的上升。由于医药行业属于技术、资金密集型行业,伴

随着市场的不断变化,医药公司市场营销策略也需要相应地改进。中国加入世界贸易

组织后,一大批跨国制药公司加快了进入中国的步伐。近年来,随着国家加大对医药

卫生领域的投入力度,中国医药企业迎来了发展的机遇期。本文希望通过案例分析的

形式,研究市场营销策略相关理论,剖析屮国医药公司市场营销现状与存在的问题。

通过对中国近年来医药市场环境分析、BJFK医药公司SWOT分析以及BJFK医药公

司市场营销现状分析,找出企业市场营销环节存在的问题,设计出一套切实可行的企

业市场营销策略组合方案,提升企业经营水平。

本文的创新点在于密切结合中国实际,对近年来的政策热点进行解读,把理论分

析与实践经验紧密的结合起来。通过系统的理论描述与分析,找出企业市场营销策略

运用的一般规律;结合案例,将理论成果实际运用于企业市场营销实践。

关键词:医药公司,市场H销,营销策略

Abstract

Since July, GlaxoSmithKline's bribery event triggered the vibration of the whole

medical industry. It has caused the social reflection on the pharmaceutical industry

marketing system. Marketing model of pharmaceutical companies has become the object

of social criticism. The pharmaceutical industry is facing challenges from the government,

the media and consumers. On the other hand, the formation of marketing status quo of

China's pharmaceutical industry is worthy of our in-depth study.

Since the reform and opening up, China's rapid and stable development of economy

as continuously improved the level of health care. The enhancement of people's living

standards promotes the rise of medical needs. The pharmaceutical industry is a

technology-intensive, capital-intensive industry. Along with the constant changes in the

market, pharmaceutical companies,marketing strategy also needs to be increased

accordingly. After joining the WTO, the large numbers of multinational pharmaceutical

companies enter China. In recent years, as the government has increased investment in the

field of medicine and health, Chinese pharmaceutical enterprises ushered in a development

opportunity. In this paper, the theory of the marketing strategy in the form of case studies,

research, analysis of Chinese pharmaceutical company marketing status quo and existing

problems. Into the analysis of the pharmaceutical market in recent years in China, and

BJFK pharmaceutical companies SWOT analysis as well as pharmaceutical companies

marketing status quo of BJFK analysis,I want to identify the problems of the corporate

marketing links, the design of a viable enterprise marketing strategy combinations to

enhance business efficiency.

The innovation of this paper is closely combined with the actual situation in China,

and this paper gives theoretical analysis of the policy focus in recent years. Through the

theoretical description and analysis, this paper identifies the general rules of enterprise

marketing strategy; and the theoretical results will be used to the corporate marketing

practices.

Key Words: pharmaceutical enterprises; Marketing; Marketing Strategy