【作者】 陈亚明；

【导师】 柳武妹；

【作者基本信息】 兰州大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 随着中国医药改革政策的不断推进,医院销售渠道在整个药品销售总额的占比持续缓慢下降,零售药房的药品销售总额占比预计到2030年将达到40%,超过医院渠道的占比,成为药品销售第一大市场。晖致公司作为一家跨国制药外企,在华产品均为原研产品,受到国家政策的影响,逐步从医院市场退出,其中销售额最大的产品立普妥在医院渠道的销售额从2015年的130亿元人民币下降到2021年35亿元,同时,立普妥在零售市场的增量远远未能弥补总体销量的损失。从立普妥适应症来看,庞大的慢病消费群体,尤其血脂异常患者已经超过4亿,其中高血脂人群达1.3亿,并且流行病学分析显示,患者人群有持续增加且偏年轻化的趋势。在此背景之下,回顾晖致公司立普妥华南区在零售市场的营销策略,发现其过往对于医院渠道的重视而忽略了对于零售渠道的市场布局,无论从内部组织架构、外部零售药房的终端推广策略,尤其对于零售市场线上O2O的关注均未及时有效的随着行业政策的调整而做出及时的优化,导致零售市场的立普妥过于依托于医院流出的患者承接,在医院专家处方及患者外流的红利逐渐消失以后,零售市场并未能实现增量来弥补销量的损失。本文尝试从华南区零售市场目前营销策略环境的分析,结合零售市场客户调研及运用STP、4P等营销学理论,从环境分析到营销策略现状问题原因分析,最终再到立普妥华南区零售市场营销策略优化,最终能够为企业提供长远持续发展的依据,为原研慢病药品在零售市场的推广提出新的思路,为广大的慢病患者提高原研药品在零售市场的可及性。更多还原

【Abstract】 With the continuous promotion of China’s pharmaceutical reform policies,the proportion of hospital sales channels in the total drug sales continues to slowly decline,and the proportion of retail pharmacies in the total drug sales is expected to reach 40% by 2030,surpassing the proportion of hospital channels and becoming the largest drug sales market.As a multinational pharmaceutical company,all of its products in China are original research products,which are gradually withdrawn from the hospital market due to the influence of national policies.Among them,the sales volume of Lipitor,the largest product,decreased from 13 billion yuan in 2015 to 3.5 billion yuan in 2021.Meanwhile,Lipitor’s gains in the retail market have not nearly made up for the loss of overall sales.From the perspective of the indications of Lipitor,the huge consumer group of chronic diseases,especially patients with dyslipidemia,has exceeded 400 million,including 130 million patients with hyperlipidemia.Epidemiological analysis shows that the patient population has a trend of continuous increase and younger age.In this context,by reviewing the marketing strategy of Lipitor in South China in the retail market,it is found that Viatris paid much attention to the hospital channel in the past but ignored the market layout of the retail channel.No matter from the internal organizational structure and external terminal promotion strategy of retail pharmacy,in particular,the attention on online O2 O in the retail market has not been timely and effectively optimized along with the adjustment of industry policies.As a result,Lipitor in the retail market is too dependent on the outflow of patients from hospitals.After the dividend of hospital expert prescriptions and outflow of patients gradually disappeared,the retail market failed to realize the increment to make up for the loss of sales.This paper attempts to analyze the current marketing strategy environment of the retail market in South China,combined with the customer survey of the retail market and applies the marketing theories such as STP and 4Ps,from the environmental analysis to the analysis of the causes of the current marketing strategy,and finally to the optimization of the retail marketing strategy of Lipitor in South China,in order to provide the basis for the long-term sustainable development of the company.This paper puts forward new ideas for the promotion of the original-developed chronic disease drugs in the retail market,and improves the accessibility of original-developed drugs in the retail market for the majority of chronic disease patients.更多还原