山东淄博新达制药有限公司营销战略研究-工商管理专业论文.docxVIP

摘 摘 要 本文运用战略管理和市场营销学的理论和方法，对山东淄博新达制药有限公司的外 部环境一国内政治、经济形势、制药行业现状、发展趋势、竞争对手的分析以及内部环 境一新达制药人力资源状况、营销状况、财务状况、产品状况的分析，并用swOT理论 对企业的优、劣势，面临的机会与挑战进行了匹配分析，在此基础上提出了不离本行， 实施营销创新，科技创新，力争五年内将新达制药发展成为综合实力在国内进入五十强 的专业化的制药企业的战略目标；制定了新达制药营销战略的基本模式是差异化战略， 并阐明了新达制药目前的战略重点是实旌科技创新战略，加快产品开发；实施营销组合 策略，树立企业品牌；加强财务管理，提高企业效益，增强企业竞争力：最后制定了新 达制药实施差异化营销战略必须配套的保证措施。 通过上述营销战略的研究，希望能为新达制药实际营销战略的制定起一定的理论参 考借鉴作用。 关键词： 营销战略市场定位差别化战略 AbstractWith Abstract With the help of general principles and the studying approaches of strategic managem8nt and marketing theory．this paper analyzes the external environments of Xincat Pharmaceutical。on驴“y which are me口oliftcal and economic situations domestic、the feature ofthe pharmaceutical industry、the prospects of the company’s development、the analysis of the company’s opponents and the internal envlronmen乜which are the human resources、marketing、financial，products situations of the company． By using the theory of SWOT,it analyzes the Strength、Weakness、Opportunities and Threats of the company．On the basis of this，It puts forward the following strategy target which is to stick to the pharmaceutical industry and bring forth new ideas in technology and marketing strategy so as to develop the company into one ofthe fiont 50 companies in the pharmaceutical industry．And it stipulates the basis model of the company’s marketing strategy,namely,difference strategy．This paper also expounds the major strategies ofXincat pharmaceutical company at present which are to blaze new trails in science and technology,quicken the development of new products，carry out composition on marketing，set up company brand，strengthen financial management，increase the benefits，strengthen the competitive power of the company．The paper carries out the measures to ensure the success of the difference strategy at last． Through the above research of marketing strategy,I hope it can help to promote the future marketing of Xincat pharmaceutical company． Key words：market f rig strategy market pos