盐酸氨溴索口服溶液新产品市场导入策略研究.docxVIP

哈尔滨工业大学工商管理硕士学位论文 Abstract Innovation has been a soul for a nation’s progress and a key to a company’s success with reform and opening up and economic globalization. As the medical industry develops fast, medicine market has been a buyer market and the competition has been more drastic. In nowadays, the phenomena that the price for the medicine is illusively high is common, and the relative department of the nation has adopted many methods, such as lowing down the medicine price, inviting public bidding for the medicine purchase, reforming the medical system ect. It’s difficult for a company to survive in this environment. Reconstructing the company, acquiring and merging the other companies and innovating the technology is urgent. Among these measures, the reform for the medical system will have an important impact on the development of medical industry. The appearance of medical system reform measures makes medicine retail market become the spot for many commercial organizations, especially OTC market, Among the medicine produced by our country, 97% is forged medicine, most of which have no their own knowledge property rights. Therefore, it restricts the development of medical industry. According to the guiding principles of the sixteenth national congress, Innovation has been considered a basin policy in our country. As a company, only it makes innovation ceaseless, can it become big and powerful and our country can enhance her competition ability. Therefore, the successful launch of new medicine plays an important role to the development of the company. Except the medicine itself, the key point for going into the market is the breaking of marketing tactics. The General Pharmaceutical Factory of Harbin Pharmaceutical Group is going to present a new medicine which is used to expel phlegm and arrest coughing-Ambroxol Hydrochloride Oral Solution in 2007. This article mainly refers to the discussion of the new medicine’s marketing strategy by doing some research on