摘要
摘要
优替德隆是北京 ZT公司生物技术有限公司（以下简称 ZT公司）积极准备
上市的首批药物，营销队伍成立时间较短，市场营销工作面临严峻挑战。基于
此，针对 ZT公司优替德隆营销策略开展研究，主要目的是帮助 ZT公司根据市
场环境的变化，企业资源配置能力，制定出适合本企业生存、竞争和发展的差
异化营销策略，提高企业营销计划的能力，提高企业的市场竞争能力。在开展
研究的过程中，通过阅读国内外相关文献，了解药品市场营销的研究现状和取
得的主要成果，并将部分成果作为参考。在实际研究的过程中，主要采用了文
献综述法、案例分析法、问卷调查法等方式，对 ZT公司“优替德隆”开展市场
分析，并对该公司营销现状进行调查，发现 ZT公司“优替德隆”市场营销面临
目标市场竞争力风险、产品需求与供给失衡、定价随意、依据不足、销售渠道
不够便捷、产品促销方式单一等问题，需要对影响策略进行优化，应通过以产
品组合提升药品附加价值、以客户群体需求调整定价策略、以多元服务满足医
院营销渠道要求、以医药平台交流抓准市场信息等有效方式，对 ZT公司“优替
德隆”营销策略予以优化，帮助 ZT公司“优替德隆”实现更好地市场竞争。
关键词：优替德隆；市场营销；营销策略
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Abstract
Abstract
Utidelon is the first batch of drugs actively prepared for listing by Beijing ZT
Biotechnology Co., Ltd. (hereinafter referred to as ZT company).The marketing team
has been established for a short time, and the marketing work is facing severe
challenges. Based on this, the main purpose of conducting research on the marketing
strategy of ZT company's youtidelong is to help ZT company formulate differentiated
marketing strategies suitable for the survival, competition and development of the
enterprise according to the changes of market environment and enterprise resource
allocation ability, improve the ability of enterprise marketing plan and improve the
market competitiveness of the enterprise. In the process of research, by reading
relevant literature at home and abroad, we can understand the research status and
main achievements of drug marketing, and take some achievements as references. In
the process of practical research, we mainly use the methods of literature review, case
analysis and questionnaire survey to carry out market analysis on ZT's "youtidelong"
and investigate the current marketing situation of the company. It is found that ZT's
"youtidelong" marketing faces the risk of target market competitiveness, imbalance
between product demand and supply, arbitrary pricing and insufficient basis The
problems such as inconvenient sales channels and single product promotion methods
need to optimize the impact strategy. We should improve the "Youti Delong" of ZT
company through effective ways such as improving the added value of drugs with
product portfolio, adjusting the pricing strategy according to the needs of customer
groups, meeting the requirements of hospital marketing channels with diversified
services, and grasping the market information through pharmaceutical platform
communication The marketing strategy shall be optimized to help ZT company
"Youti Delong" achieve better market competition.
Key words: Utidelone; Marketing management; Marketing strategy
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目录
目录
摘要............................................................................................................................I
Abstract......................................................................................................................... II
第一章绪论............................................................................................................... 1
第一节研究背景与意义....................................................................................... 1
一、研究背景....................................................................................................... 1
二、研究意义....................................................................................................... 2
第二节国内外相关研究动态及发展趋势........................................................... 3
一、国外研究现状............................................................................................... 3
二、国内研究现状............................................................................................... 4
三、研究述评....................................................................................................... 6
第三节研究方法、内容与技术路线................................................................... 7
一、研究方法....................................................................................................... 7
二、研究内容....................................................................................................... 7
三、技术路线....................................................................................................... 8
第二章分析工具与相关理论................................................................................... 9
第一节波特五力分析........................................................................................... 9
第二节相关理论................................................................................................. 10
一、STP理论......................................................................................................10
二、4P营销理论................................................................................................ 11
第三章 ZT公司现状及“优替德隆”市场分析........................................................13
第一节 ZT公司及其“优替德隆”基本情况........................................................13
一、ZT公司简介................................................................................................13
二、ZT公司经营现状........................................................................................14
三、“优替德隆”简介..........................................................................................16
第二节 “优替德隆”的“五力“分析...................................................................... 17
一、购买者分析................................................................................................. 17
二、行业主要竞争对手分析............................................................................. 18
三、供应商议价能力分析................................................................................. 19
四、潜在进入者分析......................................................................................... 20
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。。。以下略