【作者】 杨晓燕；

【导师】 任荣；

【作者基本信息】 山东大学 ， 工商管理（MBA）（专业学位）， 2025， 硕士

【摘要】 超重、肥胖人数逐年上升,由此引起的慢性病日益受到国家、社会和个人的重视,对减重药物的需求和接受度越来越大,市场规模不断扩大。尽管如此,国际和国内政策、经济不确定性加剧了医药行业减重药细分市场竞争,给N医药公司区域市场营销带来了挑战。为了帮助公司优化营销策略,基于STP理论和4P营销理论,采用文献研究法、访谈法、问卷调查法等研究方法,结合PEST分析、五力模型分析、价值链分析等分析工具,建立了 N医药公司司美格鲁肽药品山东市场营销策略研究框架。主要研究内容有四个方面。一是N医药公司司美格鲁肽药品山东营销现状及问题分析;二是N医药公司营销环境分析;三是N医药公司司美格鲁肽药品STP战略分析和山东市场营销策略优化建议;四是营销策略实施的保障措施。首先,分析N医药公司司美格鲁肽药品山东营销现状。从4P角度,借助访谈了解该药品营销的基本情况,通过问卷调查发现了公司存在的问题,当前,司美格鲁肽产品种类少且包装规格市场定位模糊,定价偏高且定价缺乏弹性,营销渠道和交货方式比较单一,促销手段简单且力度小。其次,分析营销环境。外部环境分析发现,政府关注全民健康,支持减重创新药,慢性患病率上升,公众健康意识提高,营销机会较多。但是供应商议价能力强,潜在进入者日益增多,市场竞争加剧。内部环境分析认为,公司优势是拥有雄厚的资金储备和良好的资本结构,以及全球领先的品牌影响力,但是也存在一些劣势,例如,本地化人才储备不足,人才流失严重,中低端客户覆盖面较窄。最终梳理出10种外部因素,9种内部因素,共计19种。再次,进行目标市场选择战略分析,提出营销策略优化建议。研究发现,公立三甲医院仍然是公司重点目标客户,高端产品定位决定了高价策略,多渠道布局与品牌宣传是渠道和促销定位内容。公司应提供更丰富的减重产品和套餐、定制化的包装规格。积极推动医保和保险覆盖,采用细分市场定价法,尝试动态定价。开发多元化推广渠道,创新交货方式。联合医院加强医学教育促销,优化医院和药房购药折扣体系。最后,提出营销策略实施的保障措施。组织上,公司要继续优化组织架构、内部和外部沟通机制。财务上,应优化基于4P的财务保障计划,增加辅助性营销活动投入。人才上,应注重打造优秀营销团队,完善人才激励机制。信息上,应建立医药营销管理信息系统,提高线上线下信息管理协同水平。研究成果聚焦在司美格鲁肽减重药营销问题发现和营销策略优化两方面,对拓展4P营销理论和丰富医药营销研究具有理论意义,对改进N医药公司及同行减重药营销策略具有现实参考意义。更多还原

【Abstract】 The number of overweight and obese people is increasing year by year,and the chronic diseases caused by this are receiving increasing attention from the country,society,and individuals.The demand and acceptance of weight loss drugs are growing,and the market size is constantly expanding.However,international and domestic policies,as well as economic uncertainty,have intensified competition in the segmented market for weight loss drugs in the pharmaceutical industry,posing challenges to N Pharmaceutical Company’s regional marketing.In order to help the company optimize its marketing strategy,based on the STP theory and 4P marketing theory,research methods such as literature review,interview,and questionnaire survey are used,combined with PEST analysis,five forces model analysis,value chain analysis,and other analytical tools,to establish a research framework for the marketing strategy of N Pharmaceutical Company’s semaglutide drug in the Shandong market.The main research content includes four aspects.The first is the analysis of the current marketing situation and problems of N Pharmaceutical Company’s semaglutide drug in Shandong.The second is the analysis of the marketing environment for N Pharmaceutical Company.The third is the STP strategic analysis of N Pharmaceutical Company’s semaglutide drug and suggestions for improving its marketing strategy in the Shandong market.The fourth is the guarantee measures for the implementation of marketing strategies.Firstly,we analyze the current marketing situation of N Pharmaceutical Company’s semaglutide drug in Shandong.From a 4P perspective,interviews are conducted to understand the basic marketing situation of the drug.A questionnaire survey is conducted to identify the company’s existing problems.Currently,there are few types of Simeglutide products,unclear market positioning in terms of packaging specifications,high prices,and lack of pricing flexibility.The marketing channels and delivery methods are relatively single,and the promotional methods are simple and weak.Secondly,we analyze the marketing environment.Through external environmental analysis we find that the govemment is concerned about the health of the entire population,supports innovative weight loss drugs,increases the incidence of chronic diseases,raises public health awareness,and provides more marketing opportunities.However,suppliers have strong bargaining power,potential entrants are increasing,and market competition is intensifying.Internal environment analysis suggests that the company’s strengths lie in having strong financial reserves,a good capital structure,and a globally leading brand influence.However,there are also some disadvantages,such as insufficient local talent reserves,severe talent loss,and narrow coverage of mid to low end customers.Finally.10 external factors and 9 internal factors are identified,totaling 19.Once again,we conduct targeting strategy analysis and propose suggestions for improving marketing strategies.Our Research has found that public tertiary hospitals are still the company’s key target customers,and the positioning of high-end products determines the high price strategy.Multi channel layout and brand promotion are the content of channel and promotion positioning.The company should provide a wider range of weight loss products and packages,as well as customized packaging specifications.The company should actively promote medical insurance and insurance coverage,adopt segmented market pricing method,and try dynamic pricing.Develop diversified promotion channels and innovate delivery methods.The company should unite hospital strengthens medical education promotion and optimizes the discount system for purchasing drugs in hospitals and pharmacies.Finally,we propose measures to ensure the implementation of marketing strategies.On an organizational level,the company needs to continue optimizing its organizational structure and internal and external communication mechanisms.In terms of finance,the company should optimize the financial security plan based on the 4Ps and increase investment in auxiliary marketing activities.In terms of talent,we should focus on building excellent marketing teams and improving talent incentive mechanisms.In terms of information,a pharmaceutical marketing management information system should be established to improve the coordination level of online and offline information management.The research results focus on the discovery of marketing problems and optimization of marketing strategies for semaglutide weight loss drugs,which has theoretical significance for expanding the 4Ps marketing theory and enriching pharmaceutical marketing research.It also has practical reference significance for improving the marketing strategies of N Pharmaceutical Company and its peers in weight loss drugs.更多还原