脑卒中现在是中国排名第一的死亡原因，也是造成成人残疾的首要疾病。高 发病率、致残率还有致死率，不但使得病人的身体健康遭受严重的伤害，影响生 存质量，另一方面也给病人的家属带来痛苦、同时给社会以及国家带来沉重的压 力。目前的静脉溶栓技术在全球被公认为救治急性脑梗死非常有效的办法。在美 国的急性卒中中心，40%-60%的急性脑梗死患者都能够得到静脉溶栓治疗，而在 我国同样的患者只有 1%-2%的患者可以得到静脉溶栓治疗。面对这样严峻的现 状，推动急性脑卒中的规范化评估，诊断，并筛选出适合溶栓的患者及时进行静 脉溶栓治疗是关键。B 制药公司的 rtPA（注射用阿替普酶）是世界上第一个静脉 溶栓药物，在国内外各大指南中均获推荐。因此，研究 B 公司该产品的营销策 略对于行业发展和公司发展都具有重要意义。 本文首先分析了国内急性脑卒中市场营销现状和问题，包括 B 公司制药有 限公司的营销现状；国内抗急性脑卒中药物的使用情况和 rtPA 这个产品在急性 脑卒中治疗领域的现状。其次从以下三个角度进行分析了国内的营销环境，急性 脑卒中治疗药物的市场宏观环境、在微观的急性脑卒中药物，还有 rtPA 营销的 本身的优势和缺点，以及未来的机会和面临的问题。依据市场细分，定位市场和 选择目标市场实行了 STP 战略。另外，如果 rtPA 希望在国内市场的销售取得较 好的成绩，肯定要需要 B 公司以及相关的单位部门对业务安全，以及销售队伍 合理的区域规划、保证商业渠道，同时为医学部门以及人力资源部给予的不错的 服务等。并且企业与政府间进行合作，同时承担一定的社会社会责任，对社会有 益处，对患者有好处，这样让 B 企业在中国拥有良好口碑，同时会有效的保证 业务的顺利进行。 关键词，急性脑卒中；RtPA；营销策略III Abstract Stroke is now the leading cause of death in China and the leading cause of disability in adults. High morbidity, disability and mortality rates not only cause serious harm to the patient's physical health and affect the quality of life, but also bring pain to the patient's family members and heavy pressure to the society and the country at the same time. Currently, intravenous thrombolysis is recognized as a very effective method to treat acute cerebral infarction worldwide. In acute stroke centers in the United States, 40% to 60% of patients with acute cerebral infarction can receive intravenous thrombolytic therapy, while in China, only 1% to 2% of the same patients can receive intravenous thrombolytic therapy. In the face of such a severe situation, it is the key to promote the standardized evaluation and diagnosis of acute cerebral apoplexy, and screen out patients suitable for thrombolysis for timely intravenous thrombolysis therapy. B company's rtPA is the world's first intravenous thrombolytic drug, which has been recommended in various guidelines at home and abroad. Therefore, the research on the marketing strategy of B company's products is of great significance to the development of the industry and the company. This paper firstly analyzes the marketing status and problems of acute stroke in China, including the marketing status of pharmaceutical company B; Domestic use of anti-acute stroke drugs and the status quo of rtPA in the treatment of acute stroke. Secondly, the domestic marketing environment is analyzed from the following three perspectives: the macro market environment of acute stroke treatment drugs, the micro acute stroke drugs, as well as the advantages and disadvantages of rtPA marketing, as well as the opportunities and problems in the future. According to market segmentation, STP strategy is implemented to locate the market and select the target market. In addition, if rtPA hopes to achieve good sales results in the domestic market, it is certain that company B and relevant units and departments should provide business security, reasonable regional planning and business channels for the sales team, as well as good services for the medical department and human resourcesIV department. In addition, the company cooperates with the government and assumes certain social responsibilities, which is beneficial to the society and patients. In this way, company B enjoys a good reputation in China and effectively guarantees the smooth operation of the business. Keywords: Acute Stroke; RtPA; Marketing Strategy目录 致谢................................................................................................................................ I 摘要...............................................................................................................................II Abstract.......................................................................................................................III 第 1 章 绪论..................................................................................................................1 1.1 研究背景 ............................................................................................................1 1.2 研究目的和意义 ................................................................................................4 1.2.1 研究目的......................................................................................................4 1.2.2 研究意义......................................................................................................5 1.3 国内外研究现状 ................................................................................................7 1.3.1 国外研究现状..............................................................................................7 1.3.2 国内研究现状..............................................................................................8 1.4 研究内容和方法 ..............................................................................................10 1.4.1 研究内容....................................................................................................10 1.4.2 研究方法....................................................................................................10 1.5 创新点 .............................................................................................................. 11 1.6 本章小结 .......................................................................................................... 11 第 2 章 理论基础........................................................................................................12 2.1 市场定位理论（STP） ...................................................................................12 2.2７Pｓ营销理论 .................................................................................................14 2.3 本章小结 ..........................................................................................................17 第 3 章 急性脑卒中疾病治疗领域发展及 B 公司 rtPA 产品外部营销环境分析..19 3.1 国内急性脑卒中治疗领域发展状况分析 ......................................................19 3.2 宏观环境分析(PEST) ......................................................................................20 3.3 B 公司 rtPA 产品营销行业环境分析 .............................................................22 3.4 主要竞争对手分析 .........................................................................................24 3.5 本章小结 ..........................................................................................................28 第 4 章 B 公司 rtPA 产品营销现状问题与分析.....................................................29 4.1 B 公司背景介绍...............................................................................................294.1.1 B 公司基本情况 ........................................................................................29 4.1.2 rtPA 产品发展历程....................................................................................30 4.2 B 公司 rtPA 产品 SWOT 分析 ........................................................................30 4.2.1 优势............................................................................................................31 4.2.2 劣势............................................................................................................33 4.2.3 机会............................................................................................................34 4.2.2 威胁..............