随着居民生活水平的日益提高，高血压、糖尿病等慢性疾病已经成为威胁人类健 康的主要慢病，不仅如此，居民和国家也都为此承受着巨大的经济负担。然而随着近 年来科学界对胰岛功能的基础研究日渐深入，糖尿病领域的新药不断，这使得糖尿病 市场的商业竞争也愈来愈激烈。并由此产生了大量 me-too 类的药物。各大国际制药 企业以及国内制药企业都希望能够在糖尿病市场取得一席之地。 M 司是一家世界知名的制药企业，在心血管、肿瘤以及疫苗领域都处于全球领先 的地位。2006 年，捷诺维产品的诞生打开了 M 司在糖尿病领域的一扇大门，由于捷 诺维产品是全球首个二肽基肽酶抑制剂（DPP-4i），所以成功获得了 DPP-4i 市场的绝 对市场份额。该产品于 2009 年在中国也已上市，不仅如此，市场上还出现了至少 5 个同类竞争产品，随着 2017 年此类产品均获得医保政策的审批通过，该市场每年以 超过 100%的速度高速增长，随着国家鼓励创新药、一致性评价等政策的逐步落地， 新药加速上市的同时也使得产品生命周期逐年缩短，故而如何赢得客户的认可、拓展 商务渠道快速抢占市场，销售队伍的建立和拓展以及与政府事务的配合愈发重要，并 且成为了一个非常值得思考的问题。 本研究是根据本人在 M 司的实际工作结合对医药市场的了解，以 M 司捷诺维产品产 品作为研究对象，通过使用 PEST 模型深入剖析了国内医药政策的宏观市场，并综合 运用所学到的市场研究分析理论 SWOT 工具，分析 M 司的优劣势和所处内外部环境 的机会和威胁，同时进一步运用 STP 理论重新梳理捷诺维产品的细分市场以及产品 定位，最终结合运用 4 R 营销理论提出针对目前捷诺维产品的目标市场除了既往的 大城市的大型医院，同时需要重视中小城市的潜力医院，不仅如此，该产品还需要进 一步改善并建立与客户紧密联系，对于变化多样的市场能够快速反应以确保该产品在 市场中的影响力和利润。最后为了确保优化营销方案的实施，还需要提升营销队伍的 能力和素质并通过优化激励体系鼓励人才。 关键词：糖尿病；市场营销；医药行业Ⅲ Abstract With the improvement of residents' living standards, chronic diseases such as hypertension and diabetes have become major chronic diseases threatening human health. Not only residents but also the country is also bearing huge economic burdens. In recent years, with the development of scientific research on the islet function, new drugs for the treatment of diabetes spring up considerably. Especially the past 10 years, there are many first - in - class of innovative drugs in diabetes therapy, such as the dipeptidyl peptidase-IV inhibitor(DPP-4i) and sodium-dependent glucose transporters (SGLT-2), that is undoubtedly a good news for diabetes patients. But at the same time, the diabetes market is becoming more and more competitive: a large number of me-too drugs were produced. Major international and domestic pharmaceutical companies are hoping to gain a foothold in the diabetes market. At this time, it is necessary to find the appropriate product positioning, strategic direction and develop effective marketing strategies according to the internal and external environment of the company. Company M is a world-renowned pharmaceutical company which is a global leader in cardiovascular, oncology, and vaccines. In 2006, the birth of Januvia opened the door for Company M in the field of diabetes. Since Januvia is the world's first dipeptidyl peptidase inhibitor (DPP-4i), it successfully obtained the absolute market share advantage of dpp-4i market. Although this product have been appeared on China in 2009, but because of the limitation of China Medical Insurance policy, Januvia did not hit on its hand as it was in global. not only that, but at least five similar competitive products appeared on the market. In 2017 all the DPP-4i products are approved by health policy, the market growth of over 100% a year. Competition among similar products is becoming increasingly fierce. As countries encourage innovation drugs, consistency evaluation policy gradually implemented, new drugs to accelerate listed as well as the product life cycle shorten year by year. How to win customer recognition and expand business channels quickly, set up and expand sales team and cooperate with other department is more and more important And indeed it has become a very worth thinking issue.IV This study is based on my practical work in company M as well as my understanding of the medical market, the integrated use of learned theoretical basis and market research analysis model, with Januvia as the research object, I analyzed company M internal environment and external macro market, features of Januvia and its advantage and disadvantage. Explored its opportunities and challenges. Keywords：Januvia; Diabetes market; Pharmaceuticals industry目录 致谢......................Ⅰ 摘要......................Ⅱ Abstract................. Ⅲ 第 1 章 绪论..........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 ..............................3 1.2 国内外研究现状 ........................4 1.2.1 国外研究现状 ......................4 1.2.2 国内药品市场营销策略研究现状 .....................5 1.2.3 研究现状小结 .....................6 1.3 研究内容和方法 ........................6 1.3.1 研究内容 ..............................6 1.3.2 研究方法 ..............................9 1.4 创新之处 ......9 第 2 章 相关理论基础.......................10 2.1 市场营销组合策略 ..................10 2.1.1 市场营销组合策略的定义 ..............................10 2.1.2 市场营销组合策略的发展过程 ......................10 2.2 4R 营销组合策略 ......................11 2.3 STP 理论......12 2.4 理论分析工具 ...........................12 2.4.1 PEST 分析............................12 2.4.2 SWOT 分析 .........................13 第 3 章 捷诺维产品环境分析 ...........14 3.1 捷诺维产品外部环境分析 ......14 3.1.1 医药市场宏观环境分析 ...143.1.2 行业环境分析 ...................18 3.1.3 竞争环境分析 ...................25 3.1.4 外部因素评价矩阵 ...........27 3.2 捷诺维产品内部环境分析 ......28 3.2.1 捷诺维产品营销现状 .......29 3.2.2 内部因素评价矩阵 ...........30 第 4 章 捷诺维产品营销策略存在的问题及原因...........32 4.1 调查研究 ....32 4.1.1 问卷调查研究 ....................32 4.1.2 深度访谈研究 ....................33 4.2 捷诺维产品营销现状分析 .......33 4.2.1 捷诺维产品 STP 现状分析33 4.2.2 捷诺维产品营销组合策略现状分析 ..............36 4.2.3 捷诺维产品 SWOT 分析 ....38 4.3 现有营销策略存在的问题 ......44 4.3.1 目标市场与产品当前发展阶段不匹配 ..........44 4.3.2 产品定位不清晰 ...............45 4.3.3 营销策略可持续性差 .......45 4.3.4 与各利益方合作紧密度低 46 4.3.5 营销策略实施与执行效力低下 .......................46 第 5 章 制定和实施捷诺维产品营销策略的建议...........47 5.1 有关 STP 的建议 .......................47 5.1.1 细分市场的建议 ................47 5.1.2 目标市场的建议 ................48 5.1.3 产品定位的建议 ................49 5.2 有关营销组合的建议 ...............49 5.2.1 建立客户关联策略 ............49 5.2.2 快速市场反应策略 ............51 5.2.3 关系营销策略 ....................525.2.4 利润保障策略 ....................52 5.3 有关营销组合实施的建议 .......56 5.3.1 统一明确目标，进行目标分解 .......................56 5.3.2 建立跨部门沟通机制，责任到人 ..................56 5.3.3 行动计划 ............................56 5.4 策略实施前后效果预测对比 ..56 第 6 章 捷诺维产品组合营销策略的实施保障...............58 6.1 人力资源管理保障 ...................58 6.1.1 完善培训体系 ....................58 6.1.2 人员招聘 ...........................58 6.1.3 优化激励体系 .................59 6.2 财务管理保障 ..........................60 第 7 章 结论与展望 ...........................61 7.1 结论 ............61 7.2 本研究的不足与展望 ...............61 7.2.1 本研究的不足 ....................62 7.2.2 展望 .....62