论制药企差异化营销战略.doc

论制药企业差异化营销 目录 摘要 1 前言 2 第一章 差异化营销战略综述 3 1.1竞争优势理论概述 3 1.2 差异化营销的概念 4 1.3差异化营销战略的优劣势 4 1.4差异化营销战略的意义 5 第二章 制药企业差异化营销战略状况 6 2.1 制药企业差异化营销战略实施现状 6 2.2 制药企业差异化营销战略选择 8 2.3 正确实施差异化营销战略 12 第三章 成功实施差异化营销的企业案例 14 3.1 惠氏奶粉的差异化营销 14 第四章 结论 16 参考文献 18   论制药企业差异化营销战略 摘要：现在，复杂的市场营销环境给制药企业带来了前所未有的挑战，伴随着产品线的完善，品牌数量的增加，产品同质化现象越来越严重，竞争也越来越激烈。在这种情况下，差异化营销战略对于企业在市场中取得竞争优势就显得尤为重要。“细分市场，针对目标消费群进行定位，导入品牌，树立形象”是差异化营销的核心思想，是在市场细分的基础上，针对目标市场的个性化需求，通过品牌定位与传播，赋予品牌独特的价值，树立鲜明的形象，建立品牌的差异化和个性化核心竞争优势。但是与此同时，差异化营销战略也给企业的营销陷入困境，当前制药企业的差异化营销主要存在只在产品上求差异、机械化地创造差异、融入不足及执行不力、盲目实施差异化等误区。本文在查阅大量的文献资料的基础上，综合运用差异化营销理论知识、经济学同时结合企业营销管理知识，系统阐述差异化营销的理论，提出医药企业实施差异化营销战略时存在的误区和问题，结合实际案例，运用理论联系实际的方法来探讨医药企业如何通过正确实施差异化营销建立起自己的竞争优势，我国制药企业应该在差异化营销战略可行性分析后从产品差异化、形象差异化、市场差异化三个方面着手实施差异化战略，具体通过加快新品研发、推进品牌建设、拓展营销渠道。 关键词：制药企业；差异化营销战略 On the differentiated marketing strategy for pharmaceutical enterprises Abstract：Now, complex marketing environment have brought unprecedented challenges to pharmaceutical companies, with the perfection of product lines, brands of increase in the number, product homogeneity is more and more serious, more and more fierce competition. In this case, the differential marketing strategy for enterprises to gain competitive advantage in the marketplace has become particularly important. The market segment for the target consumer group to locate, imported brand image is the core idea of differential marketing, on the basis of market segmentation is, for the individual needs of the target market through brand positioning and communications, give a unique brand of value, and establish a distinctive image, brand differentiation and personalization of the core competitive advantage. But at the same time, differentiated marketing strategies but also to the plight of enterprise marketing, only current differential marketing major in pharmaceutical enterprises in product and seek to create differences, differences, mechanization into the shortage and poor enforcement, blindly carry out discrepancy