康利药业公司营销策略研究
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摘要
随着医药产业的高速发展和人民生活水平的不断提高,医药市场的需求越来越大,康利药业公司在其中也受益匪浅。但是,现阶段由于市场竞争日益激烈,同时发改委对药品连续降价,压缩了企业的利润空间。这对康利药业公司的营销提出了更高的要求,康利药业公司如何将市场营销理论与公司的营销实践相结合,制定适合自身特点的市场营销策略,寻求更大的发展空间,已成为该企业当前的首要问题。
本文以康利药业公司为研究对象,将营销管理理论与企业的营销实践相结合,以患者需求为研究切入点,客观分析了医药行业现状及发展趋势与康利药业公司当前的营销现状,找出了康利药业公司存在的问题,并结合康利药业公司所面临的宏观和微观环境,得出了康利药业公司外部面临的机遇和威胁与内部的主要优势和劣势,总结出在天然药物兴起、OTC市场扩大的环境下,虽然公司产品需求量增大,但由于国外竞争对手涌入、利润空间下降,康利药业公司必须利用自身技术、品牌知名度优势对产品利益进行详尽分析,在此基础上,通过对康利药业公司进行市场细分,目标市场选择与产品差异化定位,界定目标市场为年龄30岁以上的妇女炎症类患者和65岁以上的老年心血管类患者,并重点制定了康利药业公司的营销策略,在产品策略上,包含产品组合、产品改进、产品开发、产品包装、产品品牌策略五个方面;在价格策略上,提出了适合康利药业公司的定价方式;在渠道策略上,本文就康利药业公司如何设置渠道以及如何管理渠道进行了研究;在促销策略上,本文主要从广告诉求、公关营销、终端与销售促进几个方面来阐述。为保证以上营销策略的有效实施,本文最后提出了重组营销管理模式、加强营销队伍建设、提高营销执行力、加强与外部合作等实施建议。
With flourishing development of pharmaceutical industry and improvement of life quality, the medicine market demand is more and more big, Kang Li Pharmaceutical Company also profits in among vulgar. But present stage, because the market competition is day by day intense, simultaneously send changes the committee continuously to reduce prices to the drugs, compression company profit space.This proposed to Kang Li Pharmaceutical Company marketing a higher request, how dose Kang Li Pharmaceutical Company unify the market marketing theory and the marketing practice of the company, the formulation suits the oneself characteristic the market marketing strategy, seeks the bigger development space, has become this enterprise current most important problem.
This article chooses Kang Li Pharmaceutical Company is the research object, unifies the marketing management theory and the marketing practice of the company, cuts into the spot take the patient demand as the research, the comparative external analysis medicine profession present situation and the development tendency with Kang Li Pharmaceutical Company current marketing present situation, have discovered the question which Kang Li Pharmaceutical Company exists; Macroscopic and microscopic environment faces which through the analysis Kang Li Pharmaceutical Company, has obtained Kang Li Pharmaceutical Company exterior opportunity and the threat and the internal main superiority and the inferiority, summarizes starts, under the OTC expansion of market environment in the natural medicine, although the company product demand quantity increases, while the overseas competitor wells up into, the profit space drops, Kang Li Pharmaceutical Company must use own technical, the brand well-known superiority carries on the exhaustive analysis to the product benefit, in this foundation, through carries on the market to Kang Li Pharmaceutical Company to subdivide, goal market choice and product difference localization, The goal market for the age 30 year old of above woman inflammation class patient and the old age painstaking Cardiovascular patient, and has formulated Kang Li Pharmaceutical Company marketing strategy with emphasis, in the product strategy, contains the product combination, the product improvement, the product development, the product packing, the product brand five aspects; In the price strategy, proposed suits Kang Li Pharmaceutical Company fixed price way; In the channel strategy, how did this article establish the channel on Kang Li Pharmaceutical Company as well as how manages the channel to conduct the research; In the promotion strategy, this article mainly from the advertisement demand, the public relations marketing, the terminal and the sale promotes several aspects to elaborate. In order to above guarantee the marketing strategy effective implementation, it finally proposed in the paper the reorganization marketing management pattern, strengthens the marketing troop to construct, enhance the marketing to carry out the strength, to strengthen with the exterior cooperation of implementation suggestion.
本文以康利药业公司为研究对象,将营销管理理论与企业的营销实践相结合,以患者需求为研究切入点,客观分析了医药行业现状及发展趋势与康利药业公司当前的营销现状,找出了康利药业公司存在的问题,并结合康利药业公司所面临的宏观和微观环境,得出了康利药业公司外部面临的机遇和威胁与内部的主要优势和劣势,总结出在天然药物兴起、OTC市场扩大的环境下,虽然公司产品需求量增大,但由于国外竞争对手涌入、利润空间下降,康利药业公司必须利用自身技术、品牌知名度优势对产品利益进行详尽分析,在此基础上,通过对康利药业公司进行市场细分,目标市场选择与产品差异化定位,界定目标市场为年龄30岁以上的妇女炎症类患者和65岁以上的老年心血管类患者,并重点制定了康利药业公司的营销策略,在产品策略上,包含产品组合、产品改进、产品开发、产品包装、产品品牌策略五个方面;在价格策略上,提出了适合康利药业公司的定价方式;在渠道策略上,本文就康利药业公司如何设置渠道以及如何管理渠道进行了研究;在促销策略上,本文主要从广告诉求、公关营销、终端与销售促进几个方面来阐述。为保证以上营销策略的有效实施,本文最后提出了重组营销管理模式、加强营销队伍建设、提高营销执行力、加强与外部合作等实施建议。
With flourishing development of pharmaceutical industry and improvement of life quality, the medicine market demand is more and more big, Kang Li Pharmaceutical Company also profits in among vulgar. But present stage, because the market competition is day by day intense, simultaneously send changes the committee continuously to reduce prices to the drugs, compression company profit space.This proposed to Kang Li Pharmaceutical Company marketing a higher request, how dose Kang Li Pharmaceutical Company unify the market marketing theory and the marketing practice of the company, the formulation suits the oneself characteristic the market marketing strategy, seeks the bigger development space, has become this enterprise current most important problem.
This article chooses Kang Li Pharmaceutical Company is the research object, unifies the marketing management theory and the marketing practice of the company, cuts into the spot take the patient demand as the research, the comparative external analysis medicine profession present situation and the development tendency with Kang Li Pharmaceutical Company current marketing present situation, have discovered the question which Kang Li Pharmaceutical Company exists; Macroscopic and microscopic environment faces which through the analysis Kang Li Pharmaceutical Company, has obtained Kang Li Pharmaceutical Company exterior opportunity and the threat and the internal main superiority and the inferiority, summarizes starts, under the OTC expansion of market environment in the natural medicine, although the company product demand quantity increases, while the overseas competitor wells up into, the profit space drops, Kang Li Pharmaceutical Company must use own technical, the brand well-known superiority carries on the exhaustive analysis to the product benefit, in this foundation, through carries on the market to Kang Li Pharmaceutical Company to subdivide, goal market choice and product difference localization, The goal market for the age 30 year old of above woman inflammation class patient and the old age painstaking Cardiovascular patient, and has formulated Kang Li Pharmaceutical Company marketing strategy with emphasis, in the product strategy, contains the product combination, the product improvement, the product development, the product packing, the product brand five aspects; In the price strategy, proposed suits Kang Li Pharmaceutical Company fixed price way; In the channel strategy, how did this article establish the channel on Kang Li Pharmaceutical Company as well as how manages the channel to conduct the research; In the promotion strategy, this article mainly from the advertisement demand, the public relations marketing, the terminal and the sale promotes several aspects to elaborate. In order to above guarantee the marketing strategy effective implementation, it finally proposed in the paper the reorganization marketing management pattern, strengthens the marketing troop to construct, enhance the marketing to carry out the strength, to strengthen with the exterior cooperation of implementation suggestion.
引文
[1]罗臻,杨建瑜.论中小型制药企业核心竞争力的培育[J]。中国药房,2006年第17卷第15期:P38
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[3]吴建安.市场营销学[M]。高等教育出版社,2004年2月第4版:P45
[4]何贯中,郝雨。,医药营销[M],中国经济出版社,2007年1月第1版:P6-7
[5]林英云.基于价值链的营销管理[J].企业活力,2006年第1期:P55
[6]Dell.Hawkins,rogerJ.Best,KennethA,coney.Consumer Behavior[J].McGraw-Hill,2000,8:14-16
[7]段玉英.市场营销调研探讨[J]。前沿,2005(9):P97-98
[8]刘云,张子刚.高新技术产品的市场开拓策略研究[J]。生产力研究,2003年第3期:P168-P169
[9]魏光兴.营销组合的一个理论综述[J].商业研究,2006/01:P151-152
[10](美)菲利普·科特勒.营销管理[M],第11版,梅清豪译,上海人民出版社:P56
[11]焦小波。战略营销的理论内涵及在我国的应用问题分析[J].技术经济,2006年5月:P71
[12]王蕴红.中国企业营销创新的八个方而[J].企业活力,2002,(4):23-25
[13]Kotlert.p.Marketing Management:The Millenium Edition[M].Upper saddle River,New Jersey:Printice Hall,2006.202-209.
[14]李云.营销过程管理让策划落到实处[J]。企业研究,2006.08:P23
[15]杨悦,尹戎,蒋志刚.世界药物研发的现状与趋势[J]。药品评价,2004,(05):P42
[16]张平淡,艾凤义.医药营销:观察与思考[M].中国经济出版社,2007年1月第1版:P156
[17]周基清.医药产业市场营销战略研究[J].邯郸职业技术学院学报,2002年第15期。:P29-P30
[18](美)迈克尔A.希特,R.杜安·爱尔兰,罗伯特E.霍斯基森。战略管理:竞争与全球化[J].北京.机械工业出版社,2005年7月,:P67
[19]沈志平.医药市场营销[M].北京科学出版社,2005年第1版:P97
[20]王淑玲,王丹.药店消费者的消费行为解析[J]。中国药业,2006(3):P40
[21]杨清珍.浅谈医药行业的营销创新[J].商业现代化,2006年7月:P101
[22]季骅.医药市场营销[M].上海交通大学出版社,2007年5月第1版:P143
[23]李云。营销过程管理让策划落到实处[J].企业研究,2006.08:P23
[24]梁清宇.论企业的品牌营销战略[J]。科技经济市场,2006年4月:P130
[25]候胜田.医药营销管理[M]。化学工业出版社,2004年6月:P67
[26]杨清珍.浅谈医药行业的营销创新[J].商业现代化,2006年7月:P101
[27]崔巍,李卫民.OTC营销经理实战宝典[M]。海洋出版社,2002年第1版,:P215
[28]王海炳,雷小刚.中国国内医药市场营销战略分析[J].湖北成人教育学员学报,2005年1月:P26-27
[29]Richard Bagehot,Sales Promotion and Advertising,Sweet&Maxwell London,22
[30]陈志怀.处方药的细化营销战略[J].医药产业资讯,2006年3月:P45
[31]何贯中,郝雨风.医药营销[M].中国经济出版社,2007年1月第1版:P370
[32]叶生洪,朱锦余。论营销管理和关系营销[J].云南财贸学院学报,2004年10月:P88-89
[33]程雪翔.未来处方药营销.医药产业资讯[J],2006年6月:P34-35
[34]胡利杰.田宇.营销执行[M].北京:企业管理出版社,2005年1月:P78
[35]Wilson,Jantrania.Understanding the Value of Relationship.Asia-Austrilia Marketing Journal[J].2004,2:55-66
[36]杨保军.竞争营销分析、策略、执行[M].北京经济管理出版社,2004年8月第1版:P253
[2]王方华。营销管理[M].机械工业出版社,2002年5月第11版:P16
[3]吴建安.市场营销学[M]。高等教育出版社,2004年2月第4版:P45
[4]何贯中,郝雨。,医药营销[M],中国经济出版社,2007年1月第1版:P6-7
[5]林英云.基于价值链的营销管理[J].企业活力,2006年第1期:P55
[6]Dell.Hawkins,rogerJ.Best,KennethA,coney.Consumer Behavior[J].McGraw-Hill,2000,8:14-16
[7]段玉英.市场营销调研探讨[J]。前沿,2005(9):P97-98
[8]刘云,张子刚.高新技术产品的市场开拓策略研究[J]。生产力研究,2003年第3期:P168-P169
[9]魏光兴.营销组合的一个理论综述[J].商业研究,2006/01:P151-152
[10](美)菲利普·科特勒.营销管理[M],第11版,梅清豪译,上海人民出版社:P56
[11]焦小波。战略营销的理论内涵及在我国的应用问题分析[J].技术经济,2006年5月:P71
[12]王蕴红.中国企业营销创新的八个方而[J].企业活力,2002,(4):23-25
[13]Kotlert.p.Marketing Management:The Millenium Edition[M].Upper saddle River,New Jersey:Printice Hall,2006.202-209.
[14]李云.营销过程管理让策划落到实处[J]。企业研究,2006.08:P23
[15]杨悦,尹戎,蒋志刚.世界药物研发的现状与趋势[J]。药品评价,2004,(05):P42
[16]张平淡,艾凤义.医药营销:观察与思考[M].中国经济出版社,2007年1月第1版:P156
[17]周基清.医药产业市场营销战略研究[J].邯郸职业技术学院学报,2002年第15期。:P29-P30
[18](美)迈克尔A.希特,R.杜安·爱尔兰,罗伯特E.霍斯基森。战略管理:竞争与全球化[J].北京.机械工业出版社,2005年7月,:P67
[19]沈志平.医药市场营销[M].北京科学出版社,2005年第1版:P97
[20]王淑玲,王丹.药店消费者的消费行为解析[J]。中国药业,2006(3):P40
[21]杨清珍.浅谈医药行业的营销创新[J].商业现代化,2006年7月:P101
[22]季骅.医药市场营销[M].上海交通大学出版社,2007年5月第1版:P143
[23]李云。营销过程管理让策划落到实处[J].企业研究,2006.08:P23
[24]梁清宇.论企业的品牌营销战略[J]。科技经济市场,2006年4月:P130
[25]候胜田.医药营销管理[M]。化学工业出版社,2004年6月:P67
[26]杨清珍.浅谈医药行业的营销创新[J].商业现代化,2006年7月:P101
[27]崔巍,李卫民.OTC营销经理实战宝典[M]。海洋出版社,2002年第1版,:P215
[28]王海炳,雷小刚.中国国内医药市场营销战略分析[J].湖北成人教育学员学报,2005年1月:P26-27
[29]Richard Bagehot,Sales Promotion and Advertising,Sweet&Maxwell London,22
[30]陈志怀.处方药的细化营销战略[J].医药产业资讯,2006年3月:P45
[31]何贯中,郝雨风.医药营销[M].中国经济出版社,2007年1月第1版:P370
[32]叶生洪,朱锦余。论营销管理和关系营销[J].云南财贸学院学报,2004年10月:P88-89
[33]程雪翔.未来处方药营销.医药产业资讯[J],2006年6月:P34-35
[34]胡利杰.田宇.营销执行[M].北京:企业管理出版社,2005年1月:P78
[35]Wilson,Jantrania.Understanding the Value of Relationship.Asia-Austrilia Marketing Journal[J].2004,2:55-66
[36]杨保军.竞争营销分析、策略、执行[M].北京经济管理出版社,2004年8月第1版:P253