先声药业_必存_医院营销策略优化研究.pdfVIP

要 医药行业是一个高技术、高投入、高回报的行业，是世界贸易增长最快的朝 阳产业之一。随着药品市场的逐渐规范以及与国际接轨，我国也将药品分为处方 药和非处方药。处方药凭借其有专利保护和相对复杂的生产工艺，因此能保持较 高的利润水平。但在实际的处方药品营销活动中，药品营销工作面临着一些困难。 一方面，由于药品营销本身所具有的特殊性，如购买行为的决定者与使用者相对 分离，药品营销要规避商业道德及伦理风险等，使得药品营销工作相对于其他产 品营销更为复杂；另一方面，在国内法律法规不健全、“以药养医”的政策导向等 不利因素影响下，一些企业在学习国外规范的药品推广模式时，将其逐渐蜕变成 了医疗腐败新手段。 是基于以上原因，笔者希望通过对处方药品的营销策略研 究在理论上可以丰富营销管理的经典学说，在现实中可以指导处方药品营销向着 规范的方向发展。本文从制药企业先声药业某类处方药 “必存”产品的市场推广 着手，运用市场营销的相关理论，对公司目前执行的营销策略进行深入的分析， 对公司内外部环境进行比较研究，提出营销策略改进的建议。 关键词：必存；处方药；市场营销；医院 1 Abstract Pharmaceutical industry is a high-tech, high input, high-return industry, is the worlds fastest-growing trade, sunrise industries. With the gradual regulate the pharmaceutical market as well as with international practice, China will also divide drugs into prescription and non-prescription drugs. The prescription drugs have patent protection and, with its relatively sophisticated production process, while making it able to maintain a high level of profits. But in the actual marketing activities of prescription drugs, pharmaceutical marketing is facing some difficulties. On the one hand, due to drug marketing itself with particularity, such as the buying behavior of decision makers and users of the relative separation, drug marketing, business ethics and ethics should be to avoid risks, making drug marketing, product marketing relative to other more complex； the other On the one hand, in domestic laws and regulations are not sound, to drugs to support medical policy-oriented under the influence of unfavorable factors such as number of companies to learn from normative patterns of drug promotion, it will be gradually transformed into its new means of medical corruption. It is for these reasons, the right prescription drug marketing strategy resea