赛诺菲公司开拓国内市场的营销策略分析研究毕业设计论文.docxVIP

上海交通大学本科毕业论文赛诺菲公司开拓国内市场的营销策略分析学生：学号：专业：工商管理导师：学校代码：10248上海交通大学继续教育学院二Ｏ一五年六月赛诺菲公司开拓国内市场的营销策略分析摘要随着中国生物制品现代化进程加快和经济全球化的发展,中国制药产业正处于结构调整和行业重组的关键时期。特别是“十二五”规划期间，我国医药制药产业也得到了较快的发展的同时，各制药公司在国内市场的竞争力也日益增大。作为全球大型的赛诺菲制药公司，要想在竞争中立于不败之地，在市场中抢占更大的市场份额，就需要在激烈的制药市场中取得有利的位置。本文通过对赛诺菲公司在国内市场的营销现状进行介绍，并利用SWOT对其在国内市场的营销策略进行分析与探讨，从优势、劣势、机会和威胁四个条件深入探讨，最后针对赛诺菲公司在国内市场的拓展过程中存在的威胁和劣势提出营销策略建议，加大赛诺菲公司在国内的品牌宣传，更快的打入我国基层医药市场，促进其营销策略的成功实现，保持公司的稳定发展。关键词：赛诺菲，国内市场，营销策略Analysis of the company to develop the domestic market marketing strategyAbstractAlong with the development of the modernization of Chinese biological products and the development of economic globalization, Chinas pharmaceutical industry is in a critical period of structural adjustment and industry restructuring. Especially in the 12th Five Year Plan, Chinas pharmaceutical industry has also been rapid development, the pharmaceutical companies in the domestic market is also growing competitiveness. As a large global Sanofi pharmaceutical company, want to remain invincible in the competition, to seize more market share in the market, you need to make advantageous position in a competitive pharmaceutical market. The introduction of Sanofis marketing situation in the domestic market, and use SWOT to the domestic market marketing strategy are analyzed and discussed, probed into four conditions: strengths, weaknesses, opportunities and threats, and finally puts forward suggestions on the marketing strategy for Sanofi company in the domestic market, the expansion process of threats and weaknesses, increase Sanofi publicity in the domestic brands, faster into the basic medicine market in our country, to promote the realization of the success of the marketing strategy, maintain the stable development of the company.Keywords:Sanofi; domestic market; marketing stratey第一章 绪论随着社会的经济发展越来越快，人们的生活节奏也不断的加快，饮食不规律，生活方式的随意，长期经常的交际饮酒等不良的生活习惯，严重的危害着人们的身体健康，这也给制药企业提供了更大的发展空间，医药产品成为人们生活中的重要治疗物品。目前的医药企业不再像几十年前那样进行简单的复制生产。如今各类疾病的种类与突发症状越来越复杂，其对于研发的要求越来越重要、医药公司