浅析先声药业的营销策略毕业论文.docxVIP

浅析先声药业的营销策略 内容摘要 国家对药业行业的政策不断调整，使企业积极性不断受挫。例如， 我国药品价格多次降价以后，使国内整个药业行业损失超 130 亿元， 综合利润率也已下降到 8%。另外国家正积极缩减医药企业数量。 本文首先阐述了现代市场营销学，营销管理等基本理论，描述了 国内医药市场的环境，制药企业常用的市场营销方法和策略，然后进 行 SWOT 分析等市场营销分析工具，分析了先声药业集团的营销策略 的优势和劣势，机会和威胁等问题。 最后针对先声药业集团市场营销实践中存在的问题，结合中国独 特的市场环境，从产品、渠道、价格和促销策略营销等角度提出一些 建议。本文所探讨的是市场营销理论如何在国内医药企业中实施的， 希望通过本文的研究，能够为先声药业他市场营销的发展和中国医药 制造企业的发展提供一些帮助。 关键字：  先声药业  营销策略  营销环境 Abstract National policy on pharmaceutical industry continues to adjust the enterprise initiative constantly frustrated. For example, many times the price of drugs so that the domestic price after the loss of the entire pharmaceutical industry over 13 billion Yuan, the consolidated profit has dropped to 8%. Also reduce the number of countries are actively pharmaceutical companies. This paper first describes the basic theory of modern marketing, marketing management, describes the domestic pharmaceutical market environment, pharmaceutical companies commonly used marketing methods and strategies, SWOT analysis and then marketing analysis tools to analyze the East Sunshine Pharmaceutical marketing strategy strengths and weaknesses, opportunities and threats and other issues. Finally, marketing problems of HEC in practice, combined with Chinas unique market environment, some suggestions from the product, channel, price and promotion strategies marketing angle. Discussed in this article is how to implement marketing theory in the domestic pharmaceutical enterprises in the hope that through this study can provide some help for the development of HEC marketing and development of Chinas pharmaceutical manufacturing enterprises Key words: HEC marketing strategy 目录 1.引言.............................................................................................................................0 1.1 先声药业集团简介 ......................................................................................0 1.2 先声药业业务发展概况 ..............................................................................0 2 先声药业公