1 摘要 中药制造业作为我国经济发展的重要组成部分，在为各地经济发展做出重要贡献的同时， 还为民众的健康保健医疗提供重要保证。 YD制药集团为一家以中国传统中药制造为主的企业，由于“新医改”的实施、新版GMP 高标准认证，以及企业营销团队和渠道管理的不足、管理理念相对落后等，使得YD制药集 团在市场营销等方面面临着诸多问题与挑战。 本文首先对医药市场营销的相关理论进行了简要叙述，之后结合YD制药集团的基本情 况和近几年的经营数据，以及采取对本公司的营销队伍内部调研的方式,，提出公司发展过程 中的一些不足：品牌知名度低，产品议价能力弱，营销渠道比较单一，市场推广策略不系统 等。就当前新医改背景下利用PEST模型对中医药行业宏观经济形势分析，用SWOT分析法 分析了YD制药集团的优势、劣势、机会和威胁并提出了相关的解决方法。最后针对几个方 面对YD制药集团的市场营销策略提出了优化方案。产品方面，整合现有的产品线，突出重 点品种；价格方面，在标杆定价的前提下完善价格体系；渠道方面，构建多元化的OTC销 售渠道，加强监督机制等。 YD制药集团只有不断的改进，完善市场营销理念和策略，才能在激烈的市场竞争中提 高市场份额。期望本文能给中医药制造企业在市场营销方面提供借鉴和参考。 关键词：YD制药；新医改；中药制造；营销策略 Abstract 2 Abstract AsanimportantpartofChina'seconomicdevelopment,Chinesemedicinemanufacturing industrynotonlymakesimportantcontributionstotheeconomicdevelopmentofvarious regions,butalsoprovidesimportantguaranteesforthehealthcareofthepeople. YDPharmaceuticalGroupisanenterprisethatfocusesontraditionalChinesemedicine manufacturing.Duetotheimplementationof"newmedicalreform",thenewhigh-standard GMPcertification,andthelackofenterprisemarketingteamandchannelmanagement,the managementconceptisrelativelybackward,etc.,YDisfacingmanyproblemsandchallenges inmarketingandotheraspects. Thisarticlefirstbrieflydescribestherelevanttheoriesofpharmaceuticalmarketing.Then combinesthebasicsituationofYDPharmaceuticalGroupandtheoperatingdatainrecent years,aswellastheinternalsurveyofthecompany'smarketingteam,toproposesome deficienciesinthecompany’sdevelopmentprocess:lowbrandawareness,weakproduct bargainingpower,relativelysimplemarketingchannels,unsystematicmarketingstrategies, etc.Afterthat,thePESTmodelwasusedtoanalyzethemacroeconomicsituationofthe Chinesemedicineindustryinthecontextofthecurrentnewmedicalreform.ThenuseSWOT toanalyzetheadvantages,disadvantages,opportunities,andthreatsofYDandproposed relatedsolutions.Finally,theoptimizationplanforYDPharma'smarketingstrategyis proposedforseveralaspects.Intermsofproducts,itisnecessarytointegrateexistingproduct linesandhighlightkeyvarieties;intermsofprices,improvethepricesystemunderthe premiseofbenchmarkpricing;intermsofchannels,buildadiversifiedOTCsaleschannel andstrengthenthesupervisionmechanism. Onlythroughcontinuousimprovementandperfectionofmarketingconceptsandstrategies canYDPharmaceuticalincreaseitsmarketshareinthefiercemarketcompetition.Ihopethis articlecanprovidereferenceforChinesemedicinemanufacturingenterprisesinmarketing. Keywords:YDPharmaceuticalnewmedicalreformChinesemedicinemanufacturing marketingstrategy 目录 目录 北京建筑大学硕士学位论文原创性声明 北京建筑大学硕士学位论文使用授权书 摘要....................................................................................................................1 ABSTRACT...........................................................................................................2 第1章绪论.....................................................................................................1 1.1研究背景及意义...........................................................................................................1 1.1.1研究背景...............................................................................................................1 1.1.2研究目的...............................................................................................................2 1.1.3研究意义...............................................................................................................2 1.2国内外研究现状综述...................................................................................................2 1.2.1国外研究现状.......................................................................................................2 1.2.2国内研究现状.......................................................................................................3 1.3研究内容........................................................................................................................5 1.4研究方法........................................................................................................................6 第2章药品营销相关概念及相关理论基础...................................................8 2.1药品营销相关概念.......................................................................................................8 2.1.1药品零售终端.......................................................................................................8 2.1.2医药企业营销渠道结构......................................................................................8 2.1.3医药销售的促销模式..........................................................................................9 2.2新医改相关政策...........................................................................................................9 2.3相关理论基础.............................................................................................................10 2.3.14P理论.................................................................................................................10 2.3.2SWOT分析法.....................................................................................................11 2.4本章小结......................................................................................................................12 第3章YD制药集团营销现状及存在的问题..............................................13 3.1YD制药集团公司基本情况.....................................................................................13 3.1.1YD制药集团简介..............................................................................................13 3.1.2YD制药营销状况..............................................................................................14 3.2YD制药营销现状调研与存在的问题....................................................................18 3.2.1访谈和调查问卷方案设计................................................................................18 目录 3.2.2YD制药集团营销现状存在的主要问题........................................................19 3.3本章小结......................................................................................................................23 第4章YD制药集团市场营销环境分析......................................................24 4.1中医药行业宏观环境分析........................................................................................24 4.1.1新医改背景下行业标准越来越规范...............................................................24 4.1.2国民医疗保健消费逐年增高...........................................................................25 4.1.3老龄化社会及慢性病发病率增高...................................................................26 4.1.4医药行业的信息技术要求越来越高...............................................................27 4.2基于波特五力模型的行业分析................................................................................28 4.2.1中药行业集中度情况分析................................................................................28 4.2.2中成药制造业新进入者的威胁.......................................................................29 4.2.3医药批发商和零售商的议价能力...................................................................29 4.2.4原材料和辅料供应商的议价能力...................................................................29 4.2.5来自西药的替代威胁........................................................................................30 4.3YD制药集团SWOT分析........................................................................................30 4.3.1YD制药