处方药“莱昔”的市场营销战略研究

【作者】 石亚雄；

【导师】 王国顺；

【作者基本信息】 中南大学 ， 工商管理， 2003， 硕士

【摘要】 医药行业是一个高技术、高投入、高回报的行业，随着药品市场的逐渐规范以及与国际接轨，面对巨大的医药市场前景，医药生产企业如何在国家政策允许的范围内进行有次序的销售，是每一个药品生产企业均关心的问题，但是到目前为止尚未有一个现存的模式与理论可以借鉴，因此企业迫切需要一套适合处方药营销的战略理论体系。 本文首先阐述了药品营销的特点，论述了处方药与非处方药的营销区别，然后利用市场营销理论和营销战略理论，详尽分析了国内医药环境，阐明中国正处于良好的经济发展势态，并具有一个非常大的药品市场发展潜力，尤其是消化系统药物，近几年以来一直排列于化学药品销售金额的前三位。同时文章以一个具体处方药“莱昔”为例，研究了处方药的市场环境、目标市场选择与定位以及处方药的营销组合策略，重点研究了医生的处方行为，病人的购买行为以及处方药的促销方式，旨在推出一套较为系统的处方药营销战略。产品“莱昔”是我公司今年初刚上市的新产品，且正按照我文中的营销策略逐步实施，已略见成效。因此，该论文具有理论和实际相结合，有可操作性，对其他的处方药的营销具有指导意义。更多还原

【Abstract】 Pharmacy is an industry which have high tech, more devotion and high return. Along with the drug management being more and more criterion and being combined with international, and being up against enormous medicine market, it is concerned by each pharmaceutical industry that how to sell their product in the permitted area by policy. However up to now, there are no any mode and theory about Prescription Drug marketing to be used for reference, so pharmaceutical company need a series of marketing strategy theory to instruct Prescription Drug sales.This paper, firstly, expatiate the characteristic of drug marketing, and expound the different between Prescription Drug and Nonprescription Drug in marketing. Then it analyses the economic and medical environment of our country to illustrate there are very immense medical market in China, especially in digestive system drugs area that it’s sales sum have been ranked third in past years. At the same time, the article, illustrating "Laixi", introduce the marketing theory and strategic theoretics, study Prescription Drug’s market circumstance, selecting target market, orientation and marketing combinatorial tactic include researching the doctor’s and the patient’s behavior in order to fetch a series of systemic marketing strategy about Prescription Drug. "Laixi" is a new product in our company, launched in this year. This product has made a principium succeed due to execute the marketing strategy in thisarticle. For this dissertation combine theory with practice, it is maneuverability. It has instructional significance for other Prescription Drug marketing.更多还原