【作者】 陈思；

【导师】 李凯； 安岗；

【作者基本信息】 东北大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 中国的医药行业在近些年迅猛发展,国家为了让医药行业健康发展的道路上前行,不断出台法规政策,引导行业向绿色环保,科技创新的方向发展。L制药有限公司目前的营销策略不能满足当下的市场要求,公司市场营销战略模糊、产品单一、销售力量薄弱等问题逐一显露出来。本文旨在对L制药有限公司市场营销策略进行研究,解决营销端存在的问题。依据PEST模型,对企业市场的宏观环境进行分析,利用波特五力模型对L制药有限公司所处竞争环境进行了分析,运用SWOT分析法对企业所具有的优势、劣势以及面临的机遇和威胁进行了解析,指出公司在发展中面临的问题和应对方案。L制药有限公司存在发展战略模糊,人才储备不足、产品品种单一、生产成本偏高等问题。针对上述问题,本文运用STP策略、4P营销组合理论制定出符合L制药有限公司自身特点的营销策略并为策略能够顺利实施制定了相应的保障措施。本文通过研究得出结论,认为L制药有限公司应根据产品分类分别制定不同的产品策略,将头孢类原料药定位于高端质量需求市场,医药中间体类产品则根据市场需求不同制定实施差异化营销战略。L制药有限公司应发挥企业技术优势,保证产品质量,树立公司品牌形象,承接CMO、CDMO项目并积极开发新产品来拓展市场宽度。更多还原

【Abstract】 The pharmaceutical industry of China has developed rapidly in recent years.In order to move forward on the path of healthy development of the pharmaceutical industry,our country has continuously introduced laws and policies to guide the industry in the direction of green environmental protection development and technological innovation.However,the current marketing strategy of L Pharmaceutical Co.,Ltd.cannot meet the current market requirements.Problems such as the company’s vague marketing strategy,single-product with high production cost and insufficient of sales force have emerged gradually.The aims of this article were to study the marketing strategy of L Pharmaceutical Co.,Ltd.and solve its problems existing in the marketing side.Firstly,the PEST method was used to analyze the macro environment of the corporate market,while the Porter five forces model was used to analyze the competitive environment of L Pharmaceutical Co.,Ltd.Subsequently,the SWOT analysis was employed to analyze the advantages,disadvantages,opportunities and threats faced by the company.Based on these investigations,the problems the L Pharmaceutical Co faced in its development and the response plan were pointed out.The study showed that the L Pharmaceutical Co.,Ltd.had problems of vague development strategies,insufficient talent reserve,lack of product variety,and high production cost.In order to provide response plans for these problems,the STP strategy and 4P marketing theory were applied to formulate a marketing strategy in line based on the characteristics of L Pharmaceutical Co.,Ltd and the corresponding safeguards for the smooth implementation of the strategy was built.This article concludes that L Pharmaceutical Co.,Ltd.may formulate different product strategies according to product classifications,positioning cephalosporin APIs in the high-end quality demand market,and pharmaceutical intermediates to develop and implement differentiated marketing strategies based on its corresponding market needs.L Pharmaceutical Co.,Ltd.would give full play to its technological advantages,ensure product quality,establish the company’s brand image,undertake CMO and CDMO projects,and actively develop new products to expand the market.更多还原