中国 OTC 药品市场正在迎来巨大的变化，医药流通的产业链呈现出逐步收缩 的趋势，行业集中度进一步提升。同时终端药店正在往专业化方向发展，药品功 能越来越细化，药品销售进入白热化竞争阶段。在这一背景下，本文论述了桂林 西瓜霜含片的市场营销策略研究。 本文首先针对研究背景、意义、内容、方法、框架和技术路线进行论文总体 概述；并从内部环境和外部环境两个方面分析了桂林西瓜霜含片的市场营销环 境。 本文接着详细论述了桂林西瓜霜的市场营销现状和问题分析。在论述这一部 分时，论文从连锁药店市场、消费者和竞争对手这三个方面分析桂林西瓜霜含片 市场营销的现状，并运用 SWOT 分析得出了桂林西瓜霜含片的优势、劣势、机会 和威胁，明确了当前向市场推出桂林西瓜霜含片所面临的挑战和机遇。 本文重点论述了桂林西瓜霜含片市场营销策略的制定。在这一部分论述中运 用 STP 理论将产品的功能市场确定为治疗喉咙肿痛含片的细分市场，明确了以 90 后年轻群体作为核心消费群，依据 USP 理论提出“桂林西瓜霜含片是喉咙肿 痛病症的第一推荐用药”的产品定位，并且结合 4P 营销组合理论，制定了桂林 西瓜霜含片的市场营销策略。 为保证营销策略的顺利实施，本文从组建专项营销队伍、制定高效的绩效考 核制度、营销资源支持、严格把控广告内容的审核与传播等四个方面论述了桂林 西瓜霜含片市场营销策略实施的保障措施。 本文最后针对 “互联网+”时代下的药品市场营销问题，提出了进一步研究 和尝试互联网营销模式的展望。 本文的研究有助于制定桂林西瓜霜的零售定价、产品包装、流通方式和促销 方式的整合营销策略，同时也为正处于变革期的中国 OTC 药品销售，尤其是口喉 含片类产品销售策略提供参考。 关键词：市场营销，西瓜霜含片，策略，OTC兰州大学硕士学位论文 桂林西瓜霜含片市场营销策略研究 II Research on Marketing Strategy of Guilin Watermelon Frost lozenge Abstract The market of OTC drugs in China has been changing greatly，whose industrial chain of circulation shows a trend of gradual contraction and industry concentration is further enhanced. At the same time ， terminal pharmacies are going towards specialization，making the functions of drugs are more and more refined and drug sales are entering the intense competition stage. On this background, the paper makes an applied research on marketing strategies of Guilin Watermelon Frost lozenge. The paper firstly discusses the background, significance, contents，methods， framework and technical route of the research, and then introduces the marketing environment of Guilin Watermelon Frost lozenge from internal and external analysis. After that ， the paper analyzes the current marketing situation of Guilin Watermelon Frost lozenge in detail. In this part，the paper analyzes the situation from three aspects which include the market of terminal pharmacy ， consumer and competitor；and got the strengths，weakness，opportunity and threads by using the SWOT analysis. The paper focuses on making marketing strategy of Guilin Watermelon Frost lozenge. In this part，the paper utilizes the STP theory to make a conclusion that the drug should be the market segment of curing a sore throat and the core consumer group should be the generation after 90s; it utilizes the USP theory to make the product positioning that the Guilin Watermelon Frost lozenge is the first choose for curing a sore throat and make marketing strategies according to the 4P Marketing mix theory. In order to ensure the implementation of marketing strategy，the paper discusses the supporting measures from four aspects which include forming a special marketing team，developing an efficient performance appraisal system，Marketing resource support，and controlling the advertising content strictly. Finally，the paper put forward to the outlook of internet marketing model for further study.兰州大学硕士学位论文 桂林西瓜霜含片市场营销策略研究 III The research is conductive to make the integrated marketing strategy of pricing， product packaging，placing mode and promotion way of Guilin Watermelon Frost lozenge. It may also provide some references for the OTC drug sales in China， especially the kinds of lozenge drugs about mouth and throat. Keywords: Marketing，Watermelon Frost lozenge，Strategy，OTC兰州大学硕士学位论文 桂林西瓜霜含片市场营销策略研究 IV 目 录 中文摘要....................................................................................................Ⅰ Abstract.....................................................................................................Ⅱ 第一章 引言................................................................................................1 1.1 研究背景和意义.............................................................................................1 1.1.1 研究背景.................................................................................................. 1 1.1.2 研究意义.................................................................................................. 6 1.2 研究内容和研究方法......................................................................................6 1.2.1 研究内容.................................................................................................. 6 1.2.2 研究方法.................................................................................................. 8 1.3 研究框架和技术路线....................................................................................10 1.3.1 研究框架................................................................................................ 10 1.3.2 技术路线................................................................................................ 11 第二章 桂林西瓜霜含片市场营销环境分析.........................................12 2.1 桂林三金药业股份有限公司简介................................................................12 2.2 企业外部环境分析（PEST 分析）...............................................................14 2.2.1 政治环境................................................................................................ 14 2.2.2 经济环境................................................................................................ 15 2.2.3 社会环境................................................................................................ 16 2.2.4 技术环境................................................................................................ 17 2.3 企业内部环境分析........................................................................................18 2.4 SWOT 分析......................................................................................................19 2.4.1 优势分析................................................................................................ 19 2.4.2 劣势分析................................................................................................ 20 2.4.3 机会分析................................................................................................ 21兰州大学硕士学位论文 桂林西瓜霜含片市场营销策略研究 V 2.4.4 威胁分析...............................................................................................23 第三章 桂林西瓜霜含片市场营销现状与问题分析.............................25 3.1 终端药店市场研究........................................................................................25 3.2 桂林西瓜霜含片市场营销现状分析............................................................29 3.2.1 消费者研究............................................................................................ 29 3.2.2 市场竞争分析........................................................................................ 36 第四章 桂林西瓜霜含片市场营销策略制定.........................................40 4.1 市场定位策略制定.......................................................................................40 4.1.1 目标市场的确定.................................................................................... 40 4.1.2 产品定位................................................................................................ 42 4.2 桂林西瓜霜含片市场营销组合策略...........................................................44 4.2.1 产品策略................................................................................................ 44 4.2.2 价格策略.........................