【作者】 何苗；

【导师】 黄勇；

【作者基本信息】 四川大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 中国老龄化日益加剧,肿瘤疾病高发,伴随肿瘤患者生存时间延长,肿瘤日渐慢病化。提升肿瘤疾病的诊治水平,自主开发和上市更多的有效药品,提高药品的可及性,提升肿瘤患者的生活质量,成为中国药企的当务之急。同时,伴随药政事务改革进入深水区,中国医药公司的创新药研发能力被大量释放。从2011年到2021年,中国具有知识产权的肿瘤新创药物从0到占全球创新肿瘤药物管线的14%。这些药物将逐步上市,它们的上市,一方面有利于打破进口肿瘤药品价格垄断,利国利民,另一方面也可以使国内肿瘤患者在治疗药物的选择上有更大的范围。BG公司是一家成立于北京,面向全球市场,聚焦分子靶向药物和免疫治疗相关的生物制剂,以新创肿瘤药物为主要经营范围的医药研发及销售公司。据BG公司2021年年报显示:2021年实现营收约67亿元,比排名第二的医药公司的营收规模多近30亿元,市场遥遥领先。BG公司的P产品是该公司第3个自主研发的新药,商业上市后失利严重。BG公司在研管线40多个产品,对此P产品的研究有助于提升公司后续新产品的研发。本文运用PEST分析、波特五力模型分析、产品生命周期管理、STP理论及4Ps理论等方法,对BG公司肿瘤新特药P产品开发和上市的过程中存在的问题进行诊断和分析。研究发现:拥有适合公司发展阶段的研发战略对新药成功开发影响重大。新创药的研究布局一定要有前瞻性和针对性,关键领域研究能够支撑未来既定领域的证据需求,利于上市后推广。新药开发周期长,需密切关注母公司的战略发展方向和行业同类产品的研究和发展方向,及时纠偏。研发策略的有效跟进和管理是帮助新产品上市取得成功的保障。采用快速跟随的产品研发要重点关注项目的跟进速度,晚于行业领先产品12个月上市就会失去快速跟随的价值。同行业竞争激烈的快速跟随产品的研发需要结合行业生命周期,制定和实施配套的营销战略和实施计划是新产品顺利推向市场的重要基础。采取跟随策略的新药,上市策略要依据行业领先产品和行业生命周期制定价格策略。公司领导对项目的重视不仅体现在核心关键岗位人物能力匹配,市场策略的清晰明确,销售队伍的人头配比,还包括对销售政策的结果目标关联度管理。更多还原

【Abstract】 The aging population in China is increasing day by day,and the incidence of cancer diseases is high.With the longer survival time of cancer patients,the disease is becoming Chronic diseases,The levels of diagnosis and treatment of cancer diseases has Elevated,independently developing and marketing more effective drugs,improving the accessibility of drugs,and improving the quality of life of cancer patients have become the top priorities for Chinese pharmaceutical companies.At the same time,with the reform of pharmaceutical affairs entering the deep-water area,China’s innovative drug capacity has been released in large quantities.From2011 to 2021,China accounted for 14 percent of the global pipeline of innovative oncology drugs with intellectual property rights.These drugs will be listed gradually.On the one hand,their listing is conducive to breaking the price monopoly of imported cancer drugs and benefiting the country and the people.On the other hand,the treatment options for cancer patients in China can be greatly improved.BG Company,founded in Beijing,is a global pharmaceutical research,development and sales company focusing on molecular targeted drugs and immunotherapy-related biologics,and its main business scope is oncology drugs.According to BG’s 2021 annual report: the revenue of 2021 is about 6.7 billion yuan,nearly 3 billion yuan more than the revenue scale of the second ranking pharmaceutical company,far ahead of the market.Product P is the BG company’s third self-developed new drug,which suffered a serious setback after its commercial launch.BG Company is developing more than 40 products in the pipeline,and the research on P product is conducive to the company’s subsequent research and development of new products.This paper uses PEST analysis,Porter’s Five Forces model analysis,product life cycle management,STP theory and 4Ps theory to diagnose and analyze the problems existing in the development and marketing of BG company’s new cancer drug P product.It is found that having the R&D strategy suitable for the company’s development stage has a significant impact on the successful development of new drugs.The research layout of innovative drugs must be forward-looking and targeted,and the research in key areas can support the evidence demand of established fields in the future,which is conducive to post-marketing promotion.The development cycle of new drugs is long,so it is necessary to pay close attention to the strategic development direction of the parent company and the research and development direction of similar products in the industry,and timely rectify the deviation.Effective follow up and management of R&D strategy is the guarantee for the success of new product launch.The development of fast following products should focus on the speed of project followup,and the value of fast following will be lost if the product is launched 12 months later than the industry-leading product.The research and development of fast-following products with fierce competition in the industry needs to combine with the industry life cycle,and the formulation and implementation of supporting marketing strategy and implementation plan is an important basis for the smooth introduction of new products to the market.For new drugs that adopt follow-through strategy,the marketing strategy should formulate price strategy according to the leading products and industry life cycle.Company leaders attach great importance to the project,which is not only reflected in the ability matching of key positions,clear marketing strategy,head matching of sales team,but also in the related management of results and goals of sales policies.更多还原