I 摘要 近年来，医药行业发展迅速，行业的复合增长率也大幅度领先GDP。随着 我国老龄化进程逐渐加大，人民物质生活水平的提高，更多的人开始关注健康、 养生和医药问题。高质量的医疗需求亟待满足，我国医药行业将有望迎来进一步 的高速增长。虽然国内的医药市场得到了跨越式的发展，但是具规模的药企并不 多，那么医药企业如何在新的医药市场环境中求得生存与发展，进而赢得更大的 市场份额比例，则显得尤为重要，对于药企而言，这是必须考虑的问题。 YXT药业公司创办于1981年，现在已经发展为云南省本土店面数量最多， 最具有规模的药品零售连锁企业。公司在云南、贵州、四川、广西、重庆等省市， 共计拥有6000多家直营连锁药店。公司秉承“一心做事，以心换心”的经营理念， 目前已经发展成为云南知名集团公司，从2009年到2019年的十年间，公司均被 评为“中国医药零售连锁十强企业”，和“优秀高科技企业”，销售业绩年年攀升。 在西南地区，乃至全国，都具备一定的影响力。 本论文运用pest、swot等分析法，先从药品市场的宏观环境入手，对国内药 品行业发展趋势进行分析；而后，对YXT药业公司目前经营情况、未来前景和 公司存在的机遇和挑战等方面做出了研究；再理论联系实际，作出公司的定位； 最后，研究出一套适合YXT药业公司的营销策略和营销组合方案。 因此，本文的研究成果具有较为重要的现实意义和理论意义，可为YXT药 品公司提供市场营销思路与参考。 关键词：YXT药业公司 市场营销 连锁药店 营销策略 昆明理工大学专业学位硕士学位论文 Abstract II Abstract In recent years, the pharmaceutical industry has developed rapidly and the compound growth rate of the industry is also significantly ahead of GDP. With the gradual increase of the aging process in our country and the improvement of people's material living standards, more people have begun to pay attention to health, health and medical issues. The demand for high-quality medical care needs to be met urgently, and China's pharmaceutical industry is expected to usher in further rapid growth. Although the domestic pharmaceutical market has developed by leaps and bounds, there are not many large-scale pharmaceutical companies. So how do pharmaceutical companies survive and develop in the new pharmaceutical market environment and win a larger market share? This is especially important. For pharmaceutical companies, this is an issue that must be considered. YXT Pharmaceuticals was founded in 1981 and has now developed into the largest pharmaceutical retail chain in Yunnan with the largest number of local stores. The company has more than 6000 directly-operated chain drug stores in Yunnan, Guizhou, Sichuan, Guangxi, Chongqing and other provinces. Adhering to the business philosophy of “doing one thing with one heart”, the company has developed into a well-known group company in Yunnan. During the ten years from 2009 to 2019, the company has been rated as “Top Ten Chinese Pharmaceutical Retail Chain Enterprises”, and "Excellent high-tech enterprises", sales performance climbed year after year. Has a certain influence in the southwest and even the whole country In this thesis, analysis methods such as pest and swot are used to start with the macroeconomic environment of the pharmaceutical market and analyze the development trend of the domestic pharmaceutical industry. Then, the current operating conditions, future prospects, and opportunities and challenges of the company are analyzed Research was made; then the theory was combined with reality to make the company's positioning; finally, a set of marketing strategies and marketing mix plans suitable for YXT Pharmaceuticals was developed. Therefore, the research results of this paper have important practical and theoretical significance, which can provide marketing ideas and references for YXT Pharmaceuticals. Key Words：YXT Pharmaceutical Company; Marketing; Chain drug store; Marketing strategy 昆明理工大学专业学位硕士学位论文 目录 i 目录 摘要....................................................................................................... I ABSTRACT ............................................................................................. II 第一章 绪论 ........................................................................................... 1 1.1 研究背景 ........................................................................................ 1 1.2 国外及国内研究现状 .................................................................... 1 1.2.1 国外研究现状 .......................................................................... 1 1.2.2 国内研究现状 .......................................................................... 3 1.3 研究目的与意义 ............................................................................ 4 1.4 研究思路与方法 ............................................................................ 5 1.4.1研究思路 .................................................................................. 5 1.4.2研究方法 .................................................................................. 5 第二章 研究的理论基础 ........................................................................ 6 2.1 STP营销理论 ................................................................................. 6 2.2 PEST分析理论 .............................................................................. 6 2.3 SWOT分析理论 ............................................................................ 6 2.4 市场营销组合理论 ........................................................................ 7 第三章 YXT药业公司的营销环境分析 ............................................... 8 3.1 YXT药业公司简介 ........................................................................ 8 3.1.1 企业信息 ................................................................................. 8 3.1.2行业地位 .................................................................................. 8 3.2 公司目前营销现状 ........................................................................ 9 3.2.1 产品现状 ................................................................................. 9 3.2.2 采购现状 ................................................................................. 9 3.2.3 销售现状 ................................................................................. 9 3.3 PEST宏观环境分析 ..................................................................... 10 昆明理工大学专业学位硕士学位论文 目录 ii 3.3.1 政治环境 ............................................................................... 10 3.3.2 经济环境 ............................................................................... 11 3.3.3 社会环境 ............................................................................... 12 3.3.4 技术环境 ............................................................................... 12 3.4 公司产业环境分析 ...................................................................... 13 3.4.1 国内零售医药行业现状 ........................................................ 13 3.4.2 云南省药品零售业竞争环境分析......................................... 13 3.5 YXT药业公司SWOT分析 ......................................................... 15 3.5.1 潜在资源优势与机会 ............................................................ 15 3.5.2 潜在劣势缺陷和威胁 ............................................................ 16 第四章 YXT药业公司目标市场选择与定位 ..................................... 18 4.1 YXT药业公司市场细分 .............................................................. 18 4.1.1按人口特征细分 ..................................................................... 19 4.1.2按地理细分 ............................................................................ 20 4.1.3 消费者心理分析 .................................................................... 21 4.2 目标市场及定位 .......................................................................... 21 第五章 YXT药业公司营销存在的主要问题分析 .............................. 23 5.1 抽样调查 ...................................................................................... 23 5.2 问卷数据分析 .............................................................................. 23 5.3 YXT药业公司营销中存在的主要问