-I- 摘要 2009年至今，为了完善医药卫生四大体系，建立覆盖城乡居民的基本医疗 卫生制度，保障医药卫生体系的有效规范运转，国家推出了一系列的医疗改革政 策。医疗改革政策建立了科学合理的医药价格形成机制，同时也建立了严格有效 的医药卫生监管体制。对于处于制药行业内的企业也提出了一系列的挑战。 随着人口老龄化问题严重导致的高血压患者增多，降压药产品市场竞争激烈。 本文正是在这样的环境背景下，以S公司高血压产品线为研究案例，对于行业内 的营销策略现状及面临的挑战进行了分析。通过PEST分析法以及五力模型对于 国内降压药行业的营销环境与竞争情况进行了梳理，并有效识别出行业内的竞争 对手及其优劣势。同时，通过问卷调查结果，总结出S公司在市场渠道、品牌推 广等方面存在的问题，最后结合SWOT分析结果，给S公司提出了营销策略的 完善建议，并对S公司如何保障市场营销策略顺利进行提出了相应的保障措施。 本论文的研究意义在于在医疗改革制度不断推陈出新的大环境下，企业如何 面对新政策带来的挑战，提升整体竞争力，给出了在营销策略方面的建议及相应 的保障措施。本论文的研究内容，丰富了营销理论在高血压制药企业中的营销策 略应用。同时很多分析思路为处于类似环境下的其他企业起到了借鉴参考的作用。 关键词：降压药；营销策略；营销组合理论 Abstract -III- Abstract Since 2009, China has launched a series of medical reform policies in order to improve the four major medical and health system, to establish the basic medical and health regulation covering both urban and rural residents, and to ensure the efficient and standardized operation of the aforementioned system. The medical reform policy has paved the way for the formation of the scientific and reasonable pricing mechanism for medicine, and the strict and effective medical and health supervision system. These policies put forward a series of challenges for enterprises in the pharmaceutical industry. With the increase of hypertension patients caused by aging population, the market competition of antihypertensive drugs is fierce，This paper, with such an era as the background, does the research on the company S and to analyze the current situation and challenges of marketing strategy in the industry. Through PEST analysis and Five Force model, the marketing environment and competition of domestic antihypertensive medicine industry are sorted out, and the competitors and their advantages and disadvantages in the industry are effectively identified. Through the results of questionnaire survey, this paper summarizes the problems of marketing channels, brand promotion and other aspects of S company. Finally, combined with the SWOT analysis results, it puts forward suggestions for S company to improve the marketing strategy, and puts forward the safeguards of S company's marketing strategy. The significance of this paper is How to face the challenges brought by the new policy and improve the overall competitiveness of enterprises, this paper gives suggestions and corresponding safeguard measures in marketing strategy. This paper enriches the application of marketing theory in hypertension pharmaceutical enterprises. At the same time, many analysis ideas can be learned by some enterprises in a similar environment. Keywords: Antihypertensive Drugs，Marketing Strategy，Marketing mix theory 目 录 -V- 目录 摘要 .................................................................................................................................................. I ABSTRACT .................................................................................................................................. III 目录 ................................................................................................................................................ V 第1章 绪论 ................................................................................................................................ 1 1.1 研究背景 ............................................................................................................. 1 1.1.1 人口老龄化导致高血压药物需求增长 ...................................................... 1 1.1.2 医疗改革政策推陈出新，药企面临巨大挑战 .......................................... 2 1.13 S公司现行营销策略亟需调整与创新 ........................................................ 3 1.2 研究意义与方法 ................................................................................................. 4 1.2.1 研究意义 ...................................................................................................... 4 1.2.2 研究方法 ...................................................................................................... 4 1.3 研究内容与技术思路 ......................................................................................... 5 1.3.1 研究内容 ...................................................................................................... 5 1.3.2 技术思路 ...................................................................................................... 6 第2章 相关营销理论与分析方法 ....................................................................................... 7 2.1 营销组合理论 ..................................................................................................... 7 2.2 目标市场战略理论 ............................................................................................. 8 2.3 PEST分析法 ..................................................................................................... 10 2.4 五力模型 ........................................................................................................... 11 第3章S公司的营销策略现状与面临的挑战及调研 ................................................... 13 3.1 S公司概况 ......................................................................................................... 13 3.2 S公司营销策略现状 ......................................................................................... 13 3.2.1 产品线与产品特色 .................................................................................... 13 3.2.2产品定价策略 ............................................................................................. 15 3.2.3分销渠道选择与市场覆盖 ......................................................................... 17 3.2.4品牌传播与销售促进 ................................................................................. 19 3.3 公司面临的挑战 ............................................................................................... 22 3.3.1 日益严峻的竞争压力 ................................................................................ 22 北京工业大学工商管理硕士专业学位论文 -VI- 3.3.2 医改政策改革后药企获利空间压缩 ........................................................ 22 3.3.3 基药招标制度减少了企业的市场机会 .................................................... 22 3.4 针对医生的营销调研 ....................................................................................... 23 3.4.1 调研目的 .................................................................................................... 23 3.4.2 调研对象与内容 ........................................................................................ 23 3.4.3 调研方式与实施过程 ................................................................................ 24 3.4.4 调研主要发现 ............................................................................................ 24 3.4.5 S公司在营销方面的主要问题 ................................................................. 30 3.5 本章小结 ........................................................................................................... 31 第4章 国内降压药的营销环境与竞争分析 ................................................................... 33 4.1 国内降压药市场营销环境的PEST分析 ........................................................ 33 4.1.1 政治环境因素分析 .................................................................................... 33 4.1.2 经济因素分析 ............................................................................................ 34 4.1.3 社会因素分析 ...........................................................