济世公司生命源产品市场营销策略研究-高级管理人员工商管理专业论文.docxVIP

提要随着经济全球化趋势和中国加入WTO，中国医药市场已经成为众多国际制药企业 提要 随着经济全球化趋势和中国加入WTO，中国医药市场已经成为众多国际制药企业 投资的首选之地。中国的医药行_k也愈发成为朝阳产业。尤其是随着科技的进步，生 物制药领域更受到众多厂家的关注，但由于其进入壁垒较高，生物制药市场仍处于迅 猛增长期。 本论文针对医药行业的特殊性，对济世医药生物工程有限公司生产的新药生命源 的市场营销策略进行研究。通过大量的市场调研，从理论联系实际的角度出发，分析 了生物制药行业的现状，介绍了济世公司和生命源产品的基本情况，运用市场营销的 基本理论及最新的市场营销理念，分析和研究了／卜命源产品存营销实践中遇到的大量 具体的、技术性问题。分析了济世如何进行市场细分，产品定位，选择日标市场及 4Ps组合的使用。量身定制了济世医药生物工程有限公司的新药生命源的市场营销策 略，用以指导该企业的市场营销实践活动。 关键词：生命源药品营销策略 ABSTRACTWith ABSTRACT With the economic globalization trend and the entry into WTO of China， China pharmacy market has become the top prioritized investment place of many ／ntemational pharmacy enterprises．China pharmacy industry is becoming the rising snn industry step by step．Especially，with the development of the science and technology，the biological pharmacy field is becoming the focus of many manufacturers，but because of the higher entry barrier,the biological pharmacy market is stilI in the booming period． This paper presents the research and study on the marketing strategy of the New medicine manufactured by Shengmingyuan of Jishi Pharmacy and Biology Co．，Ltd from the perspectives of the specialty of the pharmacy industry． Analyzed the current status ofthe biological pharmacy via plenty of the market survey and from the perspective of both theory and practices，and presented on the basic situations of Jishi Company and Shengmingyuan product，analyzed and studied the significant number of the concrete and technical issues confronted in the marketing operation of Shengmingyuan product by the basic theory of the marketing and the up to date marketing philosophy．Analyzed how Jishi Company divided its market in details，oriented its products，selected the target markets and combined 4Ps．Customerized the marketing strategy for Jishi Pharmacy and Biology Co．，Ltd to guide the marketing operation of this enterprise 11 Key Key Words：Shengmingyuan Medicine Marketing strategy III 前言生物制药业是典型的高新技术产业之一，具有高技术、高投入、高收益、高风险、 前言 生物制药业是典型的高新技术产业之一，具有高技术、高投入、高收益、高风险、 低污