兰州佛慈制药股份有限公司是一家具有近百年制药历史的市属国有控股上 市公司和“中华老字号”企业，是国内申请欧盟药品注册的企业，并通过欧盟GMP 认证，目前公司已发展成为集中药材种植与加工、天然药物与保健品研发、中药 现代剂型及保健食品生产销售为一体的西北地区中医药行业的骨干企业。但由于 所在地区经济条件相对落后，加之企业本身缺乏科学营销管理理念等因素，导致 了其营销效果不佳，主要原因是市场定位不明确，营销渠道不健全及营销管理不 到位等诸多问题所导致，从而严重制约了公司的未来发展。 本文首先通过研究国内外中医药公司现状及策略，结合兰州佛慈制药股份有 限公司现状，通过使用PEST分析法，从政治（Political）、经济（Economic）、社 会文化（Social）和科学技术（Technological）四方面对中医药行业的宏观环境进 行分析；波特五力模型，从供应商的议价能力、购买者的议价能力、新进入者的 威胁、替代品的威胁和同行业竞争者的竞争五个方面对行业竞争环境进行分析； SWOT分析法从该企业内部营销的优势、劣势、机会与威胁进行分析讨论；其次， 运用STP分析法对兰州佛慈制药市场进行了细分，明确其产品的市场定位；再 次，运用4P、4C营销策略理论，分析产品、消费者两个维度，分别从基于消费 者需求的产品策略、消费者感知成本的价格策略、消费者便利购买的渠道策略和 消费者便利沟通的促销策略四个方面，制定兰州佛慈制药股份有限公司4P、4C 营销策略，优化中医药生产型企业营销策略，协助该企业适应现今中医药市场环 境，消除因现有存在问题带来的不利影响，提升产品竞争力，实现该企业可持续 性发展。 关键词：兰州市；佛慈制药；中医药；营销策略 MBA学位论文 作者：李珊 兰州佛慈制药股份有限公司营销策略研究 II Abstract Lanzhou Foci Pharmaceutical Co., Ltd. is a municipal state-owned listed company with a history of nearly 100 years in pharmaceutical industry and a "Chinese time- honored brand" company. At present, the company has developed into a backbone enterprise in the northwestern Chinese medicine industry, which focuses on the cultivation and processing of medicinal materials, the research and development of natural medicines and health products, the production of modern Chinese medicines, and the production and sales of health foods. Foci Pharmaceuticals is a domestic company applying for EU drug registration and has passed EU GMP certification, which is also one of the few listed Chinese medicine manufacturers in our province. However, due to a variety of objective factors such as being founded many years ago, backward economic conditions in its region, and lacks scientific marketing management concepts. As a result, it has many problems in its own marketing. The brand product marketing has some problems such as unclear target, uncertain market positioning and unsystematic marketing strategy, which severely restrict its future development. In this paper, by studying the current situation and strategies of domestic and foreign traditional Chinese medicine companies, combining with the current situation of Lanzhou Foci Pharmaceutical Co., Ltd., We analyze the marketing environment of the enterprise and the competitive environment of the Chinese medicine industry respectively by using the PEST analysis method and the Porter Five Force Model. The SWOT analysis method try to examination the advantages, disadvantages, opportunities and threats of Foci Pharmaceuticals. Meanwhile the STP analysis method is also used to determine the market position of the enterprise and clarify its market positioning. Using 4P and 4C marketing strategy theory, We analyze the two dimensions of the product and customer, and formulate 4P and 4C marketing strategy of Lanzhou Foci Pharmaceutical Co., Ltd. Through the research and analysis of the marketing strategy of Lanzhou Foci Pharmaceutical Co., Ltd., We optimize the marketing strategy of the traditional Chinese medicine production enterprise to help the enterprise adapt to the current Chinese medicine market environment, and eliminate the adverse effects caused by the existing problems, so as to enhance the competitiveness of the product and realize the MBA学位论文 作者：李珊 兰州佛慈制药股份有限公司营销策略研究 III sustainable development of the enterprise. Key words：Lanzhou; Foci Pharmaceuticals;Chinese medicine;Marketing strategy MBA学位论文 作者：李珊 兰州佛慈制药股份有限公司营销策略研究 1 目 录 中文摘要 .................................................................................................... II Abstract ..................................................................................................... III 第一章 绪论 ............................................................................................... 4 1.1 研究背景及意义 ............................................................................................. 4 1.1.1 研究背景 .................................................................................................. 4 1.1.2 研究意义 .................................................................................................. 4 1.2 研究内容及研究思路和框架 ......................................................................... 5 1.2.1 研究内容 .................................................................................................. 5 1.2.2研究思路和框架 ....................................................................................... 5 1.3 研究工具与方法 ............................................................................................. 6 1.3.1 研究工具 .................................................................................................. 6 1.3.2 研究方法 .................................................................................................. 8 第二章 理论基础概述 ............................................................................ 10 2.1 主要概念界定 ............................................................................................... 10 2.2 营销相关理论 ............................................................................................... 10 2.3 国内外文献研究综述 ................................................................................... 11 第三章 兰州佛慈制药的营销现状和营销环境分析 ............................ 13 3.1 兰州佛慈制药营销现状分析 ....................................................................... 13 3.1.1 公司基本情况 ........................................................................................ 13 3.1.2 主要产品介绍 ........................................................................................ 14 3.1.3 营销组织设立 ........................................................................................ 16 3.1.4 营销成本定价分析 ................................................................................ 16 3.1.5 销售收入和广告投入情况 .................................................................... 17 3.1.6 海外营销分析 ........................................................................................ 19 3.2 兰州佛慈制药营销环境分析 ....................................................................... 21 3.2.1 企业外部宏观环境分析 ........................................................................ 21 3.2.2企业竞争环境分析 ................................................................................. 24 3.3 营销人员及消费者问卷调查分析 ............................................................... 26 MBA学位论文 作者：李珊 兰州佛慈制药股份有限公司营销策略研究 2 3.3.1问卷调查的分析与结论 ......................................................................... 26 3.3.2访谈问卷的分析与结论 ......................................................................... 28 3.4 兰州佛慈制药SWOT分析 ......................................................................... 28 3.4.1 优势分析 ................................................................................................ 28 3.4.2 劣势分析 ................................................................................................ 30 3.4.3 机遇分析 ................................................................................................ 32 3.4.4 威胁分析 .............................................................................................