II 摘要 随着我国人口数量的增多和老龄化现象的加重，心脑血管及脑卒中疾病的发病率及 死亡率逐年上升，死因居各种疾病之首。目前，药物是治疗心脑血管及脑卒中疾病的主 要手段，而其治疗药物-阿司匹林距今已有百年的历史，因此以阿司匹林为原料药，用 于治疗心脑血管疾病的药品厂商及其研制的制剂成品种类纷繁多样，导致药厂之间对于 同类适应症产品的销售竞争不断加剧。与此同时，随着外资制药企业在中国市场的不断 渗透以及国内药企之间内部竞争的日益激烈，如何在制药市场中扩大各自的市场份额， 是多数医药企业目前急需解决的难题。 本文以XHZY公司“介宁”产品为研究对象，研究药品的营销策略。通过分析XHZY 公司“介宁”产品的营销环境，结合SWOT分析方法，分析“介宁”产品的营销现状 以及目前存在的问题，找出目前XHZY公司“介宁”产品在营销方面存在的短板，并结 合营销组合4P理论，从产品，价格，渠道和宣传四个维度提出相对完善的营销策略， 并从构建专业化营销队伍，完善绩效薪酬体系，加强企业建设，搭建“开源节流”的发 展平台以及跟进药品的升级与换代五个方面保障营销策略的实施。 本文研究成果为XHZY公司“介宁”产品销售额和市场占有率的提升奠定基础，同 时也对其他制药企业及相关产品营销策略的制定提供参考与借鉴。 关键词：XHZY公司；“介宁”产品；营销策略； 山东理工大学硕士学位论文ABSTRACT III ABSTRACT WiththeincreaseofChina'spopulationandtheagingphenomenon,themorbidityand mortalityofcardiovascular,cerebrovascularandstrokediseaseshaveincreasedyearbyyear, andthecauseofdeathranksfirstamongvariousdiseases.Atpresent,drugsarethemain meansoftreatingcardiovascular,cerebrovascularandstrokediseases,anditstherapeuticdrug, aspirin,hasahistoryof100years.Therefore,aspirinisusedasarawmaterialfordrug manufacturersandtheirdevelopmentTherearemanykindsoffinishedproductsinthe preparations,whichleadstoincreasingcompetitionforthesalesofproductswithsimilar indicationsamongpharmaceuticalcompanies.Atthesametime,withthecontinuous penetrationofforeignpharmaceuticalcompaniesintheChinesemarketandtheincreasingly fierceinternalcompetitionamongdomesticpharmaceuticalcompanies,howtoexpandtheir respectivemarketsharesinthepharmaceuticalmarketisaproblemthatmostpharmaceutical companiesurgentlyneedtosolve. ThisarticletakesXHZY's"JieNing"productsastheresearchobject,andstudiesthe marketingstrategyofmedicines.ByanalyzingthemarketingenvironmentofXHZY's "JieNing"products,combinedwiththeSWOTanalysismethod,themarketingstatusofthe "JieNing"productsandthecurrentproblemsareanalyzedtofindouttheshortcomingsof XHZY's"JieNing"productsinmarketing,Combinedwiththe4Ptheoryofmarketingmix, putforwardrelativelyperfectmarketingstrategiesfromthefourdimensionsofproduct,price, channelandpublicity,andfromtheconstructionofaprofessionalmarketingteam,improve theperformanceandsalarysystem,strengthenenterpriseconstruction,andbuilda developmentplatformof"opensourceandthrottling"Andfollowupthefiveaspectsofdrug upgradesandreplacementstoensuretheimplementationofmarketingstrategies TheresearchresultsofthispaperlaythefoundationfortheimprovementofXHZY's "JieNing"productsalesandmarketshare,andalsoprovidereferenceandreferenceforother pharmaceuticalcompaniesandrelatedproductmarketingstrategies. Keywords：XHZYCompany；JieNingProduct；MarketingStrategy； 山东理工大学硕士学位论文目录 IV 目录 摘要............................................................................................................................II ABSTRACT......................................................................................................................III 目录..........................................................................................................................IV 第一章绪论.......................................................................................................................1 1.1研究背景...............................................................................................................1 1.2研究意义..............................................................................................................1 1.3国内外研究现状..................................................................................................2 1.3.1国内研究综述...........................................................................................2 1.3.2国外研究综述...........................................................................................3 1.4研究内容..............................................................................................................4 1.5研究方法..............................................................................................................4 1.6创新之处和不足之处..........................................................................................5 第二章市场营销相关理论基础.......................................................................................6 2.1市场营销的概念..................................................................................................6 2.2市场营销组合4P理论.......................................................................................6 2.3产品生命周期管理理论.......................................................................................7 第三章XHZY公司“介宁”产品营销现状分析及存在的问题....................................9 3.1XHZY公司“介宁”产品概述...........................................................................9 3.1.1XHZY公司概况........................................................................................9 3.1.2“介宁”产品概况...................................................................................9 3.2“介宁”产品营销现状分析..............................................................................9 3.2.1营销情况分析.........................................................................................10 3.2.2营销人员组成情况.................................................................................11 3.2.3营销渠道现状.........................................................................................12 3.2.4营销宣传模式现状.................................................................................13 3.3“介宁”产品营销中存在的问题....................................................................13 3.3.1营销团队薄弱.........................................................................................14 3.3.2终端营销市场不平衡.............................................................................14 3.3.3宣传模式单一.........................................................................................15 3.3.4激励机制不完善.....................................................................................15 第四章XHZY公司“介宁”产品营销环境分析.........................................................17 山东理工大学硕士学位论文目录 V 4.1外部环境分析....................................................................................................17 4.1.1政治环境..................................................................................................17 4.1.2经济环境..................................................................................................19 4.1.3社会环境..................................................................................................21 4.1.4技术环境..................................................................................................23 4.2内部环境分析....................................................................................................24 4.2.1组织架构.................................................................................................24 4.2.2研发创新能力.........................................................................................25 4.2.3生产设备自动化.....................................................................................26 4.3SWOT分析........................................................................................................27 4.3.1优势.........................................................................................................27 4.3.2劣势......................................