浅析医药企业目标市场的选择与产品开发毕业设计.pdf

课 题 浅析医药企业目标市场的选择与产品开发 学生姓名 宁佳彬 学 号 16 专 业 生化制药 班 级 3112 系（院） 轻工与药 学院 指导教师 何蓉 职 称 助教 二○ 14 年 5 月 15 日 浅析医药企业目标市场的选择与产品开发 浅析医药企业目标市场的选择与产品开发 浅浅析析医医药药企企业业目目标标市市场场的的选选择择与与产产品品开开发发 摘要 目标市场的选择和产品开发一直是医药企业的重中之重，也是企业面临的难 点。从实践中看如何选择适合企业自身条件的优秀的新品种，已经成为医药企业 极为关注的问题。根据药品的经济特性指出品种的市场需求和盈利能力是影响药 品价值的最重要两个因素。企业应根据自身的资源特性选择不同类的药品，其匹 配关系为：市场推广能力较强而研发能力较弱的企业应选择市场需求较大单位盈 利能力较弱的新药为主导产品；具有较强研发创新能力但在市场推广方面较弱的 企业，适合生产市场需求小单位盈利较强的专科用药；对于研发创新能力和市场 开拓能力都较强的优秀企业来说，市场需求大单位盈利能力强的品种是企业的最 佳选择。 关键字：医药企业 市场选择 产品开发 Abstract The choice of target market and product development has always been a priority among priorities of pharmaceutical enterprises, and enterprises are facing difficulties. How to choose suitable for new varieties of excellent conditions of enterprises in practice, has become an important issue for pharmaceutical manufacturers.According to the economic characteristics of drug that varieties of market demand and profitability are the two main factors of affecting the value of drugs. Enterprises should be based on their own characteristics to choose different kinds of drugs, the matching relations: new drug has strong marketing capabilities and R D ability of enterprises should choose the profitability of the market demand for larger units weaker as the leading products; has strong R D capability but weak in market promotion of enterprises, is suitable for the production of market demand for small units strong profitability of specialist medicine; for excellent enterprise innovation ability and market to develop ability is strong, the market demand for large unit profitability strongvarieties is the best choicefor enterprises. Keywords: Keywords: KKeeyywwoorrddss::productdevelopment to c