制药行业是一个与国民经济和民生息息相关的重要产业，是中国制造2025 和战略性新兴产业的重要领域，是促进中国健康发展的重要保证。国内医保体系 进一步健全，人口老龄化和实施全面二胎政策，推动了医药市场的较快增长。同 时，发达国家医药市场对化学仿制药和新兴的生物技术药物的需求比例在增加， 从而给国内的原料药企业带来新的机遇。但也要看到，国内竞争越来越激烈，H 公司虽然保持逐年增长态势，却赶不上行业增长速度，市场营销策略迫切需要优 化。 本文依据市场营销的有关理论，以H公司原料药为研究对象，对其市场营销 的策略进行研究。借助PEST法对企业市场的宏观环境进行分析，通过SWOT方 法和波特五力模型，分析H公司原料药面临的市场机会、威胁及企业自身相较竞 争对手的劣势、优势和市场竞争环境，依据STP策略、4P营销组合理论，发现H 公司原料药营销存在的问题，并根据存在的问题，制定出符合H公司原料药市场 营销的优化策略和实施优化策略所需的支撑措施。 本文研究得出H公司的仿制药原料药可以实施产品组合策略，通过采用波士 顿矩阵对产品进行分析，发展优势产品，舍弃亏损产品。H公司的专利药原料可 以实施服务差异化策略，拓展和延伸服务内容，并且通过完善的售后服务与反馈 沟通机制来加深服务差异化，满足客户不同需求。本文还提出采用注册营销、技 术营销和合作营销等营销策略，凭借技术优势，增强产品竞争优势；通过注册营 销，提升企业的国内外影响力；根据市场的变化和发展，采用灵活创新的合作方 式。本文的研究成果不仅指导未来H公司原料药开发和市场营销活动，而且对整 个国内原料药行业的发展也具有一定的参考价值。 关键词，原料药，营销，策略，优化 论文类型，应用/专题研究浙江工业大学硕士学位论文 H 公司原料药营销策略优化研究 II RESEARCH ON OPTIMIZATION OF API MARKETING STRATEGY IN H COMPANY ABSTRACT The pharmaceutical industry is an important industry closely related to the national economy and people's livelihood. It is an important field for China's manufacturing of 2025 and strategic emerging industries, and an important guarantee for China's healthy development. The domestic medical insurance system has been further improved, the population is aging and the implementation of the comprehensive second-child policy has promoted the rapid growth of the pharmaceutical market. At the same time, the demand for chemical generics and emerging biotech drugs in the pharmaceutical market in developed countries is increasing, which brings new opportunities to domestic API companies. However, we must also see that domestic competition is becoming more and more fierce. Although H Company keeps growing year by year, it can't keep up with the growth rate of the industry, and marketing strategy urgently needs optimization. Based on the relevant theories of marketing, this paper takes H company's API as the research object and studies its marketing strategy. The PEST method is used to analyze the macro environment of the enterprise market. Through SWOT method and Porter's five-force model, the market opportunities and threats faced by H company's APIs are analyzed, and the disadvantages, advantages and market competition environment of the company itself are compared with competitors. STP strategy, 4P marketing mix theory, found the problems of H company's API marketing, and based on the existing problems, developed the supporting strategies to meet the H company's API marketing optimization strategy and implementation optimization strategy. In this paper, it is concluded that H company's generic drug bulk drugs can implement a product mix strategy, analyze products by using the Boston matrix, develop superior products, and discard loss-making products. H company's patented raw materials can implement service differentiation strategies, expand and extend浙江工业大学硕士学位论文 H 公司原料药营销策略优化研究 III service content, and deepen service differentiation through perfect after-sales service and feedback communication mechanism to meet different needs of customers. This paper also proposes the use of marketing strategies such as registered marketing, technical marketing and cooperative marketing, and enhances the competitive advantage of products by virtue of technological advantages; enhances the domestic and international influence of enterprises through registered marketing; adopts flexible and innovative cooperation methods according to market changes and developments. . The research results of this paper not only guide the development and marketing activities of raw materials in the future H company, but also have certain reference value for the development of the domestic raw material drug industry. KEY WORDS: API; Marketing; Strategy; Optimization TYPE OF DISSERTATION / THESIS: Application Research浙江工业大学硕士学位论文 H 公司原料药营销策略优化研究 IV 目 录 1 绪论..........................................................................................................1 1.1 研究背景与研究意义........................................................................................1 1.1.1 研究背景.....................................................................................................1 1.1.2 研究意义.....................................................................................................2 1.2 国内外研究综述................................................................................................2 1.2.1 国外研究综述.............................................................................................2 1.2.2 国内研究现状与综述.................................................................................3 1.3 研究框架............................................................................................................5 1.3.1 基本思路.....................................................................................................5 1.3.2 研究方法.....................................................................................................6 1.3.3 研究内容.....................................................................................................7 1.4 创新与特色........................................................................................................7 2 相关理论综述.........................................................................................8 2.1 组织营销相关理论............................................................................................8 2.1.1 组织购买行为理论.....................................................................................8 2.1.2 STP 战略....................................................................................................12 2.1.3 4P 营销组合..............................................................................................14 2.1.4 新营销策略...............................................................................................17 2.2 相关研究工具..................................................................................................18 2.2.1 PEST 分析法..............................................................................................18 2.2.2 SWOT 分析法..............................................................................................18 2.2.3 波特五力模型...........................................................................................19 3 H 公司原料药营销环境分析及存在问题............................................20 3.1 H 公司简介.......................................................................................................20 3.2 国内原料药行业现状及发展趋势..................................................................21 3.2.1 国内原料药行业现状...............................................................................21 3.2.2 国内原料药行业发展趋势.......................................................................22 3.3 H 公司原料药营销宏观环境分析（PEST).....................................................25 3.3.1 政治法律环境（P)...................................................................................25 3.3.2 经济环境（E)...........................................................................................27 3.3.3 社会文化环境（S).......................................