随着医药技术的不断提升和经济水平的不断发展,整个医药行业的竞争日益激烈,

而抗肿瘤药品市场竞争更是愈来愈白热化。如何在这种白热化的竞争条件下保持市场,

通过制定差异化的营销策略来进一步占领市场是抗肿瘤药品行业的关键,因此本文正是

在这种大背景下来展开对A医药公司差异化营销策略的研究。

关于公司差异化营销战略的研究很多,但大都是从理论上进行分析。如何将理论和

实际联系起来,如何运用合适的方法合理地制定公司差异化营销战略越来越重要。本文

将运用PEST分析、波特五力模型、SWOT分析等从行业的背景、国内外研究现状、行

业和公司的整体情况、公司的营销策略和研究结论等方面对A医药公司进行系统的研

究,通过对抗肿瘤药品市场营销的特殊性,以及目前医药市场和抗肿瘤药品市场营销模

式进行比较分析,指出A医药公司应该釆用的差异化营销战略。

本文通过讨论A医药公司的现实市场营销状况,以便帮助A公司确定差异化营销

策略。理论联系实际,通过对A公司所面临的营销问题做出分析,并对症下药找出解

决目前问题的方法,从而增强A公司在整个医药行业的竞争力。

关键字:医药行业;营销策略;差异化

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华东理工大学硕士学位论文

The Differentiate Marketing Strategy of A pharmaceuticals Company

Abstract

As medical technology continues to improve and the economic level of the continuous

development of competition in the pharmaceutical industry is increasingly fierce, and

oncology market competition is more intense. How to keep the market under competitive

conditions this intense, through the development of differentiated marketing strategy to

further dominate the market is a key anticancer products industry, this article is in this

backdrop down to start the A pharmaceutical company differentiated marketing strategy

research.

About the company differentiated marketing strategy study a lot,but mostly analyzed

theoretically. How to link theory and practice, how to use the appropriate method to develop

the company reasonably differentiated marketing strategies are increasingly important. This

article will use the PEST analysis, Porter's five forces model, SWOT analysis from industry

background, current research, industry, and the companyfs overall situation, the company's

marketing strategy and research findings and other aspects of the A systematic study of

pharmaceutical companies, by particularity of oncology marketing, as well as the current

pharmaceutical market and oncology marketing model comparative analysis, pointing out the

differences a pharmaceutical company marketing strategy should be used.

A pharmaceutical company in this article by discussing the realities of marketing

conditions, in order to help determine the difference between A company marketing strategy.

Theory and practice, to make the analysis of A through marketing problems faced by the

company, and the right medicine to find ways to solve the current problems,thereby

enhancing the A,s in the entire pharmaceutical industry's competitiveness.

Keywords: pharmaceutical industry; marketing strategies; difference