MBA学位论文
作者：王娜
陇西中天药业股份有限公司中药系列产品营销策略优化研究
陇西中天药业股份有限公司中药系列产品营销策略优化研
究
中文摘要
近年来，亚健康成为各个年龄段的不同群体的共同问题，随着治未病理念的
广泛传播，中医药越来越受到大众的关注。在新冠疫情预防和控制中，中医药计
划也纳入国家诊断和治疗体系。然而整个中药行业发展水平还是很低，尤其在西
北地区企业整体规模小、产品同质化现象严重，陇西中天药业面临着激烈的市场
竞争。随着“互联网+”的来临，我国传统医药行业的发展方式发生着日新月异
的变化。陇西中天药业股份有限公司（以下简称陇西中天药业）如何在这样的背
景下抓住机遇、实现自身利益最大化和可持续发展，是值得研究的问题。
本论文以陇西中天药业为研究对象，采用问卷调查、访谈等方法，结合陇西
中天药业目前的营销现状，运用营销学和“互联网+”等相关理论，从产品、价
格、渠道、促销这四个方面展开研究，通过分析陇西中天药业面临的宏观环境、
行业外部环境和内部资源条件，深入剖析了各个环节存在的问题，运用4P和4C
营销理论，提出了基于客户需求导向的产品策略、基于消费者感知成本导向的价
格策略、基于 O2O导向的渠道策略、基于动态沟通导向的促销策略，并进一步
提出了相应的保障措施。
关键词：陇药，中天药业，中药产品，营销策略
I
MBA学位论文
作者：王娜
陇西中天药业股份有限公司中药系列产品营销策略优化研究
STUDY ON THE OPTIMIZATION OF MARKETING
STRATEGY OF TRADITIONAL CHINESE MEDICINE
SERIES PRODUCTS OF LONGXI ZHONGTIAN
PHARMACEUTICAL CO., LTD
Abstract
In recent years, sub-health has become a common problem of different groups of
all ages. With the wide spread of the concept of prevention of disease, traditional
Chinese medicine has attracted more and more public attention. In the prevention and
control of COVID-19, the Chinese medicine plan is also included in the national
diagnosis andtreatment system. However,the developmentlevel of thewhole
traditional Chinese medicine industry is still very low, especially in the northwest. The
overall scale of enterprises is small and the phenomenon of product homogenization is
serious. Longxi Zhongtian pharmaceutical industry is facing fierce market competition.
With the advent of Internet plus, the development of traditional medicine industry
change rapidly. It is worth studying how Longxi Zhongtian Pharmaceutical Co., Ltd.
(hereinafter referred to as Longxi Zhongtian pharmaceutical) seizes the opportunity and
realizesits ownbenefit maximizationandsustainable developmentunder this
background.
This paper takes Longxi Zhongtian pharmaceutical as the research object, adopts
questionnaires, interviews and other methods, combined with the current marketing
situation of Longxi Zhongtian pharmaceutical, and uses marketing theory and Internet
plus theory to study the four aspects of products, prices, channels and promotions.
Through analyzing the macro environment, external environment and internal resources
conditions of Longxi Zhongtian pharmaceutical industry, This paper deeply analyzes
the problems existing in each link, uses 4P and 4C marketing theory, puts forward the
product strategy based on customer demand orientation, the price strategy based on
consumer perceived cost orientation, the channel strategy based on O2O orientation and
II
MBA学位论文
作者：王娜
陇西中天药业股份有限公司中药系列产品营销策略优化研究
the promotion strategy based on dynamic communication orientation, and further puts
forward the corresponding guarantee measures.
keywords: Longyao, Zhongtian Pharmaceutical, traditional Chinese Medicine
products, marketing strategy
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