【作者】 杨涛；

【导师】 李国峰；

【作者基本信息】 哈尔滨工业大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 医药工业是健康中国建设的重要基础,“十四五”期间,医药工业将进入高质量发展的新阶段。健康中国建设已经全面展开,治疗观念也从过去的“以患者治病为中心”转变为现如今的“以人民健康为中心”。强化慢性病的预防变得尤为重要。百姓日常用药需求和社区慢性病管理越来越依赖医药零售行业发展的支撑,伴随着中国人口老龄化的不断深化、居民消费水平的提升、新一轮医药改革的不断推进等因素,中国医药市场的不断扩容和消费端的需求不断增加拉动医药零售行业发展进入快车道。国家近年来陆续出台一系列政策,促进了医药销售市场的主方向从由医院、门诊逐步向零售药店过渡,同时今后医疗机构的主要收入来源将由医药销售变为医疗服务,医药零售市场终端占比将面临调整,零售药店市场地位逐渐突显,其未来市场发展空间巨大。特别是在近年来药品市场准入难度提升、院内医保停控加剧、带量采购常态化等事件影响下,零售渠道逐渐成为药企的重要战略市场。本文以T制药企业的零售市场营销策略为研究对象,通过文献查询、内部访谈、调查问卷等方式方法,较为深入的了解了国内外关于制药企业零售市场营销策略的现状,并对T制药企业的基本情况进行了概述,在此背景下对T制药企业目前所面临的内外部市场营销环境进行了系统性的阐述,并针对T制药企业的内外部市场环境进行了SWOT矩阵分析。随后对T制药企业零售市场的营销策略现状及问题进行了阐述。最后通过对T制药企业的市场细分、目标市场、市场定位进行针对性的分析,结合现代营销理论和方法以及T制药企业的内外部环境分别从产品、价格、渠道、促销四个策略方面给出优化建议,并且针对给出的优化建议从人力资源保障、组织体系保障、激励措施保障三方面提出了优化建议,使给出的策略优化能够有效地落地实施。T制药企业目前正面临国家政策调控、市场经营环境转换、业务提升空间有限、同质化竞争加剧等问题,本文针对T制药企业零售市场的现状给出了营销策略的优化建议以期能够为T制药企业带来新的增长空间,扩展销售渠道,抵御政策风险,同时也为其他制药企业的零售市场结构布局提供了有效的借鉴和参考意义。更多还原

【Abstract】 The pharmaceutical industry is an important foundation for building a healthy China.During the 14 th Five-Year Plan period,the pharmaceutical industry will enter a new stage of high-quality development.The construction of a healthy China has been in full swing,and the concept of treatment has changed from "patient-centered" in the past to "people-centered" in the present.It is particularly important to strengthen the prevention of chronic diseases.People’s Daily drug demand and community chronic disease management increasingly rely on the support of the development of pharmaceutical retail industry.Along with the deepening of China’s aging population,the improvement of residents’ consumption level,the continuous promotion of a new round of pharmaceutical reform and other factors,the continuous expansion of China’s pharmaceutical market and the increasing demand of consumption end drive the development of pharmaceutical retail industry into the fast lane.In recent years,the state has introduced a series of policies,promoting the main direction of pharmaceutical sales market from hospital,outpatient to retail drugstore gradually transition,at the same time in the future,the main source of income of medical institutions will be changed from pharmaceutical sales to medical services,pharmaceutical retail market terminal will face adjustment,retail drugstore market position gradually prominent,its future market development space is huge.Especially in recent years,under the influence of events such as the increasing difficulty of drug market access,the intensification of in-hospital medical insurance discontinuation and control,and the normalization of volume purchase,retail channels have gradually become an important strategic market for pharmaceutical companies.This paper takes the retail marketing strategy of T pharmaceutical company as the research object.Through literature search,internal interview,questionnaire and other methods,it has a more in-depth understanding of the current situation of retail marketing strategy of pharmaceutical companies at home and abroad,and has an overview of the basic situation of T pharmaceutical company.Under this background,the internal and external marketing environment of T pharmaceutical enterprise is systematically expounded,and the SWOT matrix analysis is carried out for the internal and external market environment of T pharmaceutical enterprise.Then,the status quo and problems of T pharmaceutical retail market marketing strategy are expounded.Finally,through the targeted analysis of the market segmentation,target market and market positioning of T pharmaceutical enterprises,combined with modern marketing theories and methods as well as the internal and external environment of T pharmaceutical enterprises,optimization suggestions are given from four aspects: product strategy,price strategy,channel strategy and promotion strategy.And for the optimization suggestions given from the human resources guarantee,organizational system guarantee,incentive measures guarantee three aspects of the optimization suggestions,so that the strategy optimization given can be effectively implemented.T pharmaceutical companies are now facing national policy regulation,market management environment transformation,business promotion problem such as space is limited,the homogeneity competition,in this paper,based on the status quo of retail market is like in T pharmaceutical enterprise marketing strategy optimization Suggestions are given in order to can bring new growth space for T pharmaceutical enterprise,expand sales channels,against policy risk,At the same time,it also provides an effective reference for other pharmaceutical enterprises’ retail market structure layout.更多还原