SA公司BLW是一个过期专利药，其在其主专利2012年到期前，2011年全球销售 额为99.3亿美元，为2011年药王。2012年专利到期后，由于国外仿制品上市且价格仅 BLW的1/19，加之SA公司撤销了销售团队和资源投入， BLW 2012年销售额即出现 断崖下跌。与此同时，SA中国也减少了BLW的资源投入。然而当时在中国，BLW的 两大适应症急性冠脉综合征和缺血性卒中的渗透率和使用时长都远没有达到指南推荐 的标准，加之国内仿制品与原研药的品质差距较大，且国内仿制品并不像国外与原研药 有极大悬殊，其价格高达BLW的2/3，这使得BLW在中国仍然有大幅的上涨空间。如 果按照国外的推广规律和模式，将会错失巨大的中国市常 本文在对市场营销及医药市场营销相关文献和研究学习的基础上，通过综合分析宏 观、行业、制度、竞争的外部环境，得出中国拥有巨大的抗血小板药物市场，虽然市场 中有多个竞争产品，但过往疾病治疗率极低使得整个抗血小板药物市场仍然有很大的增 长空间；从企业和产品内部的分析来看，BLW相对于不同竞争产品都有着独特的优势， 且产品还有广阔的三四五线及县域城市未做覆盖，核心城市的社区及一二级医院也仍存 在较大空白，从而得出BLW在中国仍处于成长期，进而为成长期的BLW制定新的STP 策略和营销策略。 公司应深化BLW与竞争产品的差异，扩大三四五线城市及社区和一二级医院的覆 盖，提升急性冠脉综合征和缺血性卒中高危患者的渗透率。在此基础上，公司应该重新 定义BLW的生命期，根据疾病特点和需求增加300mg剂量组合，并提升防伪标识；开 拓销售渠道；响应国家政策要求适度降价；积极开展中国临床研究积累中国证据，增加 学术会议覆盖及学术宣传，积极推动国家各诊疗规范项目并采取患者教育，义诊等多种 方式加强社会宣传。 最后从提上销售团队人员能力，加大营销经费，保持策略稳定性及加强合规文化建 设四个方面提出了BLW市场营销策略实施措施的注意点。 关键词： SA公司 BLW 营销策略； II Abstract SA's BLW is an expired patent, its main patent expiered in 2012. Before that ,it had global sales of 9.93 billion in 2011and became the sales champion that year. After its patent expired in 2012, the company eliminated its foreign sales team and resources, and foreign knockoffs cost only a 19th of BLW's price. BLW's sales fell off a cliff in 2012. As a result, SA's Chinese companies have reduced BLW resources. In China at that time, however, the two indications of BLW permeability and use of acute coronary syndrome and ischemic stroke length is far not reached the standard of the guidelines recommend, combined with domestic imitation and the original drug quality gap is larger, and the domestic imitation is not as foreign has great disparity with the original drug, its price as much as two-thirds of BLW, this makes the BLW in China still has a sharp rise in space. If we copy foreign strategies and models, we will miss the huge Chinese market. Based on marketing and pharmaceutical marketing, on the basic of related literature and research learning, through the comprehensive analysis of the macro, industry and competition system, external environment, it is concluded that China has huge antiplatelet drug market, although there are multiple competitive products in the market, but the past disease threatment is extremely low make whole antiplatelet drug market still has great room for growth；From within the enterprise and product analysis, BLW has unique advantages compared with the different competitive products,and products have broad countycity did not cover, the 3&4&5 line and core of the city community and secondary hospital and there si still a large gap, calculated the BLW in China is still in the growth period, thus for growing BLW new STP strategy and marketing strategy. The company should deepen the difference between BLW and competitive products, expand the coverage of tier 3, 4 and 5 cities and communities as well as primary and secondary hospitals, and increase the penetration rate of patients at high risk of acute coronary syndrome and ischemic stroke. On this basis, the company should increase the 300mg dose combination according to the characteristics and needs of the disease, and enhance the anti-counterfeiting label；Develop sales channels；Response to national policy requirements moderate price reduction；We will actively carry out clinical studies in China to accumulate evidence in China, increase the coverage of academic conferences and academic publicity, actively promote national standardized medical treatment projects, and strengthen social publicity through patient education, free medical treatment and other means. Finally, the paper puts forward the attention points of implementing BLW marketing III strategy from four aspects of improving the ability of the sales team, increasing marketing funds, maintaining strategic stability and strengthening the construction of compliance culture. Key words: SA BLW marketing strategy； IV 目 录 摘要 ........................................................................................................................................... I Abstract .................................................................................................................................... II 图目录 ...................................................................................................................................... VI 表目录 .................................................................................................................................... VII 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景与意义 .............................................................................................................. 1 1.1.1 研究背景 ................................................................................................................... 1 1.1.2 研究意义 ................................................................................................................... 1 1.2 文献综述 .......................................................................................................................... 2 1.2.1 市场营销学的相关理论基础 ................................................................................... 2 1.2.2 药品及医药市场营销概述 ....................................................................................... 8 1.3 研究内容、方法与思路 ................................................................................................ 16 1.3.1 研究内容与方法 ..................................................................................................... 16 1.3.2 研究技术路线 ......................................................................................................... 16 1.4 本章小结 ........................................................................................................................ 17 第二章 SA公司BLW营销环境分析 ................................................................................... 18 2.1 外部环境分析 ................................................................................................................ 18 2.1.1 宏观环境分析(PEST) ............................................................................................. 18 2.1.2 抗血小板药物市场的特征与市场情况分析 ......................................................... 21 2.1.2.1 抗血小板药物市场的特征 .................................................................................. 21 2.1.2.2 抗血小板药物的市场情况 .................................................................................. 25 2.1.3 抗血小板药物的竞争结构分析 ............................................................................. 26 2.1.4 市场成功的关键因素 ............................................................................................. 32 2.1.5 外部环境机会和威胁分析(OT分析) .................................................................... 33 2.2 内部环境分析 ................................................................................................................ 34 2.2.1 SA公司的发展历程与现状概述 ............................................................................ 34 2.2.2 BLW药物的营销现状 .................................................