随着我国新药审批制度加速，一大批国外新药进入国内市场，然而一些企业 对于新药的快速上市缺乏经验和准备，导致产品上市失败，其中暴露出了一系列 问题。本文以笔者目前工作的施贵宝公司丙肝产品上市为例，基于产品上市前后 的内外部环境，公司面临的销售瓶颈，尝试运用系统的 STP 理论、4P 理论及融 合 4C 和 4R 及长尾理论等相关知识，对这类特殊药品上市前后的营销策略进行优 化。为公司产品突破困境提供解决方案，也为其他医药企业积累经验，为患者提 供更好的服务。 本文首先对中国丙肝流行病现状，丙肝新药特点，丙肝市场激烈竞争环境的 背景进行了介绍和分析。然后，介绍施贵宝公司丙肝产品营销现状和存在的问题， 并对公司丙肝产品目前面临的营销环境，应用 PEST 分析、波特五力模型、企业 内外部竞争优势及结合市场调研进行多方位分析。在此基础上，为施贵宝丙肝产 品的营销策略优化对策的提出提供保障。 施贵宝丙肝产品的营销策略优化对策分三方面：第一、细分市场方面，通过 科室细分策略，患者细分策略，医生客户细分策略，找到合适的目标市场，并通 过对竞争市场关键因素分析，灵活运用无差异性、差异性、集中性目标市场策略， 让施贵宝丙肝产品成为丙肝患者和医生心目中第一选择的治疗方案。第二、产品 营销组合方面，调整定价策略，区分不同时期的外部竞争状况，灵活采用竞争导 向定价法和差异化定价策略。统一推广目标和信息，选择恰当推广时机和组合， 提高临床推广质量，提升产品在客户心中的形象和满意度，加强和基因检测公司 等渠道商的合作。更新和开拓营销渠道，加强对渠道的管控和维护，加强客户沟 通，改善客户关系。第三、优化数字化营销方面，利用长尾效应和移动互联网多 渠道管理，优化移动推广组合，加强和互联网医院的合作共赢。 文章最后对施贵宝公司营销组织架构的人员重组，销售奖金制度的适度调整， 营销队伍的管理，打造销售团队要“赢”的销售氛围及组建营销策略优化项目小 组，从五个方面提出切实可行的建议和措施。最终保障公司营销策略优化方案的 落地和有效执行，帮助施贵宝公司提升丙肝产品销售业绩，解决目前销售困境。 关键词：施贵宝，丙肝药品，营销策略III OPTIMIZATION OF MARKETING STRATEGY FOR HEPATITIS C DRUGS IN BRISTOL-MYERS SQUIBB COMPANY. Abstract With the acceleration of China's new drug approval system, a large number of foreign new drugs have entered the domestic market. However, some enterprises lack of experience and preparation for the listing of new drugs, which which resulted in unsuccessful product launches and exposed a series of problems. The author worked for the Bristol-Myers Squibb (short for BMS) pharmaceuticals company. Based on the company’s listed Hepatitis C product, the internal and external environment was analyzed. Besides that, considering the current situation BMS faced, the author tried to use the systematic STP theory, 4P theory, the integration of 4C and 4R, the long tail theory and other relevant knowledge to optimize the marketing strategies before and after the launch of this kind of special drugs and provided solution for company product breakthrough. The author also wanted to accumulate experience for other companies with similar situation, and cured more patients. In the first part of this paper, the current situation of hepatitis C epidemics in China and the characteristics of new hepatitis C drugs were introduced, and background of fierce competition in the hepatitis C market was analyzed. Then, the current problems for the marketing of hepatitis C products in BMS were listed. The marketing environment was fully analyzed using PEST analysis, Porter's five-force model, internal and external competitive advantage analysis and market research. Based on the above, the marketing optimization strategy for BMS hepatitis C products was provided, which can be divided into three aspects. Firstly, through segmentation strategy for the market, the department subdivision strategy, the patients and the doctor, the right target market could be found. Through the analysis of the key competitive factors in the market and no differentiated concentration target market strategy, made BMS products become the first choice for hepatitis C patients. Secondly, in terms of product marketing mix, through adjusting the pricingIV strategy, distinguished the external competitive situation in different periods, and competition-oriented pricing method and differentiated pricing strategy could be applied. After alignment of promotional objective and information, and choosing the right promotion time and combination, then quality of clinical promotion could be improved, the branding and customer satisfaction would be better as well. Meanwhile, cooperation with gene detection companies and other commercial channel companies should be established. Commercial channels should be updated, expanded, and maintained well, for the purpose of better customer communication and relationship. Third, through optimizing digital marketing, using long tail effect and mobile Internet multi-channel management, mobile promotion portfolio could be optimized, and the win-win cooperation with Internet hospitals could be strengthened. At the end of this paper, feasible action suggestions for BMS were put forward from five aspects: marketing organization restructuring, the sales bonus system adjustments, the management of the marketing team, winning culture building and the formation of the marketing strategy optimization project team, which ultimately ensured effective implementation of marketing strategy and helped promote hepatitis C product sales for BMS and solved the current sales situation. Key word: Bristol-Myers Squibb; Hepatitis C product; Marketing strategyV 目 录 中文摘要..................................................................................................Ⅰ Abstract ..................................................................................................... II 第一章 前言 .............................................1 1.1 研究背景及意义 ............................................. 1 1.1.1 研究背景...............................................1 1.1.2 研究意义...............................................5 1.2 研究的内容及思路 ........................................... 6 1.2.1 研究内容...............................................6 1.2.2 研究思路...............................................6 1.3 研究的方法和路线 ........................................... 6 1.3.1 研究方法...............................................6 1.3.2 技术路线...............................................8 第二章 理论综述....................................................................................9 2.1 市场营销的概述 ............................................. 9 2.1.1 市场营销的概况.........................................9 2.1.2 市场营销理论的进化 .....................................9 2.2 医药市场营销特点 .......................................... 10 2.3 营销相关理论 .............................................. 11 2.3.1 STP 营销理论 ..........................................11 2.3.2 4P、4C、4R 理论 .......................................12 2.3.3 长尾理论..............................................15 第三章 施贵宝公司丙肝药品营销现状及问题介绍.........................17 3.1 丙肝产品介绍 .............................................. 17 3.1.1 DCV+ASV 产品介绍 ......................................17VI 3.1.2 DCV+ASV 全球市场纵观 ..................................18 3.2 施贵宝公司丙肝药品营销现状 ................................ 18 3.2.1 DCV 销售达成率极低 ....................................18 3.2.2 大部分省市丙肝产品销售空白............................19 3.3 施贵宝公司丙肝药品营销面临的问题 .......................... 20 第四章 施贵宝公司丙肝产品营销竞争分析.....................................23 4.1 施贵宝公司丙肝产品 PEST 竞争分析 ........................... 23 4.1.1 政策：医保政策落地实施推进缓慢........................23 4.1.2 经济：丙肝患者的经济能力差............................24 4.1.3 科技：丙肝 DAAs 后续药物的更新迭代快...................24 4.1.4 社会：丙肝感染患者的全国人数..........................25 4.2 施贵宝公司丙肝产品五力模型竞争分析 ........................ 26 4.3 施贵宝丙肝产品公司内外部竞争优势分析 ...................... 28 4.3.1 内部优势和劣势........................................28 4.3.2 外部机会和威胁......................