礼来胰岛素北京市场营销策略分析.pdfVIP

礼来胰岛素北京市场营销策略分析 摘 要 我国现已成为继印度之后的世界第二大糖尿病大国，现约有糖尿病患者 6000 万左右，并且逐年增长，糖尿病人口的绝对数量和增长速度都相当可观，导致胰岛 素的市场需求变大，在面对市场上各大公司的激烈竞争，礼来公司作为第一个发明 生产胰岛素的公司，优泌林系列胰岛素作为一个公认的好产品，在市场上有很好的 美誉度。礼来公司有着自身的优势以及优秀的营销策略，本文通过大量资料的详细 研究，分析了礼来公司的北京市场背景和经营现状，指出了以往营销策略中存在的 问题。运用科学的消费者行为理论、营销理论，并针对问题就如何更加准确的认识 消费者进行分析、提高企业市场竞争力、扩大市场份额提出了相关的策略。因此， 本文理论结合实际进行了分析和研究，这将对礼来公司优泌林系列胰岛素目标的实 现和进一步发展具有一定的借鉴意义。 关键词:胰岛素，营销策略，礼来公司 I 礼来胰岛素北京市场营销策略分析 Abstract China owns the second largest population with diabetes in the world. Nowadays, there are more than 60 million patients. What’s worse, this number rises every year, therefore, the considerable absolute amount and the increasing speeds lead to an increasing insulin market. Facing the intense competitions between different companies, as the first company invented and produced insulin, Lilly launches their recommend product humulin insulin to the market, which gains a good reputation for the company. This paper mainly deals with the excellent marketing strategy of Lily. After gathering many data, analyzing the background and operating status of Beijing market, the author points out the marketing problems, uses the scientific theory of consumer behavior and marketing theory in order to give her suggestions on how to recognize the needs of consumers, how to enhance market competitiveness and how to enlarge the market share. Therefore, the theory, in the light of actual, which fully analyzed and discussed in this paper is meaningful to the further development of Humulin insulin of Lilly. Key words : insulin，marketing strategy ，Lilly II