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I
TSL公司KLW新药市场营销优化策略研究
摘要
TSL公司是一家以制药业为核心、健康产业为主线、高科技的大型医药公司，TSL公
司新研发的产品KLW，是一种提升女性卵巢储备功能，治疗女性不孕的现代中成药
本文使用了精准营销理论、市场营销组合策略等理论，对TSL公司KLW新药市场优
化策略进行研究。绪论部分，首先说明了TSL公司是一家医药生产操作、工业化进程等环
节相对比较成熟的医药制造企业，在中成药领域，该公司已经拥有一定的品牌优势和市场
影响力。随后是相关的文献综述、研究目标、方法、内容、框架结构和可能的创新点。第
一章是理论部分，释义了论文研究的理论基础，分别是医药营销的主要模式和医药营销代
表性理论。第二章介绍TSL公司KLW新产品营销环境及其市场选择分析，首先是TSL公
司KLW新产品简介，其次是介绍TSL公司新产品营销面临的挑战，根据新产品面临的内
外部环境，对新产品的消费群进行定位，并对TSL公司新产品营销市场细分，具体而言，
按地理因素细分、按照医院规模细分、按照医生细分、按药品消费者消费心理细分。最后
对新产品的目标市场进行定位。第三章介绍KLW新产品营销组合策略，主要从五个方面
对新产品的营销进行分析，分别为：产品策略、价格策略、渠道策略、促销策略、和病例
营销策略。第四章主要介绍营销策略的实施与控制，主要包括制定营销策略的实施方案，
提高营销策划与执行力以及创建营销的危机管理体制
基于现代市场营销理论和药品市场的现实格局，论文认为，TSL公司必须秉持精准、
高效营销思维，主动改变现行的营销模式，以适应新的市场环境。主要包括：精准的市场
细分和目标市场定位；精准的产品价格支持；精准的营销渠道建设；精准的促销方案；精
准的病例筛选。与此同时，作为一个潜在的明星产品、拳头产品，TSL公司应从制度和管
理两个维度，切实加大并保障KLW精准营销方案的执行力度
关键字：TSL公司；药品营销；精准营销；KLW新药
II
ResearchonMarketingOptimizationStrategyofKLWNewdrugs
inTSLCompany
TSLisalarge-scalepharmaceuticalcompanywiththepharmaceuticalindustryasitscore,
thehealthindustryasitsmainline,andhigh-tech.TSL'snewlydevelopedproduct,KLW,isa
modernChinesemedicinethatimprovesthefunctionofthefemale'sovarianreserveandtreats
femaleinfertility.
Thisarticleusesthetheoryofprecisionmarketingandmarketingcombinationstrategiesto
studytheoptimizationstrategyofTSL'sKLWnewdrugmarket.Intheintroductionpart,itfirst
explainedthatTSLisarelativelymaturepharmaceuticalmanufacturingcompanyintheareasof
pharmaceuticalproductionoperationandindustrialization.Therefore,inthefieldofproprietary
Chinesemedicines,thecompanyalreadyhascertainbrandadvantagesandmarketinfluence.
Followedbyrelevantliteraturereview,researchobjectives,methods,content,framework
structureandpossibleinnovations.Thefirstchapteristhetheoreticalpart,whichexplainsthe
theoreticalfoundationofthethesisresearch,namelythemainmodeofmedicalmarketingand
therepresentativetheoryofmedicalmarketing.ThesecondchapterintroducesTSL'sKLWnew
productmarketingenvironmentanditsmarketselectionanalysis.Thefirstistheintroductionof
TSL'sKLWnewproduct.ThesecondistheintroductionofTSL'snewproductmarketing
challenges.Accordingtothenewproduct'sinternalandexternalenvironment,thenewproduct
TheconsumergroupsarepositionedandsubdividedintoTSL'snewproductmarketingmarket.
Specifically,itissubdividedbygeographicalfactors,subdividedaccordingtothesizeofthe
hospital,subdividedbydoctors,andaccordingtoconsumerpsychologyofpharmaceutical
consumers.Finally,thetargetmarketfornewproductsistargeted.Thethirdchapterintroduces
KLW'snewproductmarketingmixstrategy,whichmainlyanalyzesthemarketingofnew
productsfromfiveaspects:productstrategy,pricestrategy,channelstrategy,promotionstrategy,
andcasemarketingstrategy.Thefourthchaptermainlyintroducestheimplementationand
controlofmarketingstrategies,whichmainlyincludetheimplementationofmarketingstrategies,
theimprovementofmarketingplanningandexecution,andtheestablishmentofamarketing
crisismanagementsystem.
Basedonmodernmarketingtheoriesandtheactualsituationofthepharmaceuticalmarket,
thepaperbelievesthatTSLmustupholdaccurateandefficientmarketingthinkingandactively
changethecurrentmarketingmodeltoadapttothenewmarketenvironment.Mainlyinclude:
accuratemarketsegmentationandtargetmarketpositioning;accurateproductpricesupport;
III
accuratemarketingchannelconstruction;accuratepromotionprograms;Atthesametime,asa
potentialcelebrityproductandhigh-qualityproduct,TSLshouldstrengthenandensurethe
implementationofKLW'sprecisionmarketingplanfromtwodimensions:systemand
management.
Keywords:TSLcompany;drugmarketing;precisionmarketing;KLWnewdrug。