广西梧州云峰药业有限公司营销策略的研究.doc

摘要 针对广西梧州云峰药业有限公司发展条件及市场发展中存在的问题，运用理论联系实际、调查研究的方法，简要介绍了该公司的基本情况，对药品行业的梧州市场、和竞争者、消费者进行综合分析，结合SWOT分析，并对目标市场进行战略选择，研究了云峰公司的营销发展战略，提出加强性战略的努力方向和“质优、价低”的定位目标。本文主要围绕如何提高中药的销量，分析云峰药业的产品策略，提出如提高附加产品的价值，云峰药业公司的价格策略是采用成本加成法，建议公司除此之外还可以用折扣价格法，用一定的返利、折扣来激励经销商。云峰公司的渠道策略主要应该加强经销商的选择以及管理和提高销量策略里面要加强销售队伍以及广告的投入，把客户的需求作为重点进行研究，进一步完善产品，使之在激烈的市场竞争中生存和发展。 关键词：营销策略；产品策略；价格策略；渠道策略；提高销量策略 Abstract Yunfeng Guangxi Wuzhou Company Marketing Strategy Preliminary study Student：Liu Zhuo-Yu Teacher：Lian YI Yunfeng Guangxi Wuzhou Pharmaceutical Co., Ltd. for the development of conditions and problems in market development, the use of theory with practice, research methods, briefly introduced the basic situation of the company, pharmaceutical industry, the Wuzhou on the market, and competitors, consumer By a comprehensive analysis, combined with SWOT analysis, target market and strategic choice of the Yunfeng the companys marketing development strategy, the efforts for strengthening strategic direction and high quality, low pricepositioning objectives. This paper focus on how to improve the sales of medicine, medicine Yunfeng product strategy analysis, proposed such as raising the value added products, Yunfeng pharmaceutical companies are using cost-plus pricing strategy method, suggested that the company can be used in addition to Discounted prices by the use of certain rebates, discounts to encourage dealers. Yunfeng the companys channel strategy, the choice of major distributors, and should strengthen management and improve the inside sales strategies and advertising sales force to strengthen the input of the needs of customers as the focus of research, to further improve the product, so that in the fierce competition in the market Survival and development. Key words：Marketing Strategy；Product Strategy；Pricing Strategy；Channel Strategy；Strategy to increase sales 目录 摘要 1 Abstract 2 目录 3 一、 导论 4 （一） 选题背景 4 （二） 选题目的与意义 4 （三） 公司简介 5 （四）分析方法 6 （五）论文的思路和框架结构 6 二、外部环境分析 7 （一）行业分析 7 （二）现有公司间竞争分析 8