【作者】 陈峰；

【导师】 陈闯；

【作者基本信息】 厦门大学 ， 工商管理（EMBA）（专业学位）， 2017， 硕士

【摘要】 随着我国医疗体制改革进入攻坚期,医疗、医药、医保三医联动,加上移动医疗新技术层出不穷,制药企业的经营环境发生巨大变化。企业要想在未来把握发展的机遇,就必须及时更新经营理念,不断进行营销策略的研究和创新。本文主要针对在移动互联时代和医疗体制大变革的元年,对已经上市销售近十年的处方药A产品的营销策略进行了系统的分析、论证和规划。论文依据国家各医药研究机构提供的数据和专业医药调研公司提供的市场调研报告,研读新医改的核心政策,结合医药行业的互联网发展趋势,透视公司处方药A产品的市场定位和营销现状,理性思考和分析A产品的核心优势、主要问题、面临挑战和营销策略思路。企业只有顺应医改的大趋势,在互联网平台上以客户(医生和患者)需求为核心对市场策略、渠道策略、推广策略进行适时的变革,建立和完善移动新媒体基础上的医生和患者的沟通模式、服务模式和传播模式,并对企业内部进行整体运营流程的升级和组织架构变革,实施内部资源和信息流的整合,才能夯实A产品在市场上持续增长的坚实基础。本论文共分七章,各章题目和核心内容陈述如下:第一章:中国医疗体制改革历程和运行分析概述中国医疗体制三十五年改革历程和近期变革,展示近五年医药市场运行数据第二章:医药行业的互联网+互联网新媒体下医药行业、医生、患者三个维度审视发生的变化和趋势第三章:国内处方药营销模式分析陈述国内四种主要处方药营销模式的概况和4P分析第四章:A产品营销现状和核心问题分析从八个方面对公司和A产品进行了营销战略的框架性描述第五章:A产品营销策略研究基于新医改和互联网新常态下A产品的客户、市场、内部流程的变革方案第六章:风险、挑战和展望对于企业和产品变革之路的风险评估和控制进行概述第七章:结论经过前六章的论证后得出的A产品营销变革核心思路的结论更多还原

【Abstract】 After unleash of the transformation scheme towards China’s healthcare system,the road of progress is swamped by difficulties and circumstances are even getting dramatically complicated recently.Unstoppable updating philosophy in enterprise management,especially in transformation of methodology of marketing,are eagerly required for up taking transient opportunities in today’s rapid evolving environment.This article aims to systematically analyze and demonstrate methodologies undertaken in the marketing system reform scheme,unleashed in first years of mobile internet era and the national healthcare system transformation,towards product A,a prescription drug launched in 10 years ago.Based on factual evidence sums up from data and investigation results published by domestic leading institutions in healthcare industry,and combining with personal research and understand on core policies in the fresh national healthcare system and latest trends of pharmaceutical industry evolution in internet era,this article aims to critically analyze and demonstrate critical advantages,key issues,upcoming challenges and progressive plans through segmentation the positioning strategy and marketing situation of Product A.To be in line with the macro prospects of the national healthcare reform scheme,and for construct concrete basement for Product A’s continuous growth,critical thoughts need to be put in fields like satisfaction demands of clients by transforming marketing strategy,channel strategy,promoting strategy;buildup and optimizing communication mode,service mode,and broadcast mode under mobile media age;integration of internal resources and information flow.This article spreads into eight chapters;topic and core content are stated as follow:The 1st Chapter:The history of China’s Transformation Scheme of Healthcare System and Analysis of its operation,An overview on the 35-year national healthcare system reform history and demonstration of pharmaceutical industry operational data in the latest 5 years.The 2nd Chapter:Internet Plus of Pharmaceutical IndustryReview the undergoing Changes and Trends,from perspectives of Pharmaceutical Industry,Doctors and Patients in the emerging Internet eraThe 3rd Chapter:Status Analysis of Marketing for Prescription Drug DomesticStatement of general situation of the main 4 means for marketing prescription drug in China,and the 4P Analysis model.The 4th Chapter:Status of marketing Product ADescription of the framework and marketing strategy of Product A from Eight DimensionsThe 5th Chapter:Marketing Reform Scheme of Product AThe Reform Scheme applied in client service,evolving market dynamics and internal operation for being in line with the national healthcare reform and internet normalcy.The 6th Chapter:Risks,Challenges and Outlook:The Overview on Risk Analysis and Control in product and enterprise revolution.The 7th Chapter:ConclusionCritical Aspects in Product A’s reform scheme demonstrated in the previous six chapters更多还原