哈药集团营销策略研究

论文编号:GS145  论文字数:27995,页数:36 附任务书,开题报告,文献综述

摘    要
医药行业是国民经济中一个重要且特殊的行业，涉及国民健康、社会稳定和经济发展，是世界公认的最有发展前景的高技术、高投入、高效益、高风险、国际化的竞争型产业。WTO的进入，国家出台的一系列宏观调控措施，规范医药市场，完善医疗体系，加大管理力度，使医药企业向着更高的目标发展，迈开了有序竞争的步伐。
本论文运用营销管理理论与企业的经营运作相结合，通过大量的调查研究，对哈药集团医药销售公司进行了全方位的分析研究。针对该公司存在的问题，从我国医药发展的现状以及未来发展趋势着手，再联系当前世界医药行业面临的形势和市场特点，指出了该公司在外部环境中所面临的机会与威胁，同时又分析出了公司在内部环境中所具有的优势和劣势。通过SWOT分析并列表，提出了一该公司从企业自身发展和应对竞争者挑战等方面应采取的行之有效的营销策略及实施建议。
关键词：哈药集团；市场营销；营销渠道；营销环境；营销管理

 Research on Marketing Strategy of Harbin Pharmaceutical Group
 Abstract
The national economy in the pharmaceutical industry is an important and special industry related to national health, social stability and economic development, is recognized worldwide as the most promising high-tech, high inestvment, high efficiency, high-risk, international competition-based industries.WTO entry, the State introduced a series of macro control measures to regulate the pharmaceutical market, improve the health care system, increase management, and to pharmaceutical enterprises development toward higher goals, taking the pace of orderly competition.
This paper use the marketing management theory and business operations of the combined through a lot of research, pharmaceutical sales company on the Harbin Pharmaceutical Group conducted a comprehensive analysis.There is a problem for the company, from the development of China's medical status and development trend of the future start with connection with the current world medicine industry is facing the situation and market characteristics, that the external environment of the company in the face of opportunities and threats, while analysisout of the internal environment in the advantages and disadvantages.Through SWOT analysis and a list put forward a development of the company from the enterprises themselves and respond to competitor challenges should take effective marketing strategy and implementation of the recommendations.

 Keywords:Harbin Pharmaceutical Group ;Marketing;Marketing channels;Marketing environment;Marketing Management

目    录
 1 绪论 1
 1.1研究背景 1
 1.2研究意义 1
 1.3 研究内容及方法 2
 2 营销策略理论综述 4
 2.1营销策略基本概念 4
 2.2营销环境理论 5
 2.3营销策略组合理论 6
 2.4 STP理论概述 9
 3 哈药集团营销现状及环境分析 13
 3.1哈药集团情况简介 13
 3.2 哈药营销现状分析 14
 3.3宏观环境分析 19
 3.4行业环境分析 20
 3.5 SWOT分析 21
 4 哈药集团市场细分及目标市场选择 24
 4.1哈药目标市场的确定 24
 4.2市场定位 25
 5  哈药集团营销策略制定 26
 5.1产品策略 26
 5.2价格策略 26
 5.3渠道策略 27
 5.4 促销策略 28
 5.5 品牌策略 29
 5.6 服务营销 29
 结束语 31
 参考文献 32
 致    谢 33

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