工商管理毕业论文 北京康辰药业注射用尖吻蝮蛇血凝酶营销模式创新研究.pdf.pdf

MBA学位论文作者:王洁北京康辰药业注射用尖吻蝮蛇血凝酶营销模式创新研究中文摘要中国医药产业正处于转型期。与西方发达国家相比,我重复、低经济效率的阶段。所幸国内部分医药企业已经意识到问题的严重性,纷纷开始转型,它们重视研发投入,鼓励自主创新,相继研发出拥有自主知识产权的新产品。对于这一类创新型医药企业,如何找到一种与之相匹配的营销模式,将科技迅速转化为生产力,这将是此类企业能否可持续发展的关键。本文以北京康辰药业自主研发的国家一类新药一注射用尖吻蝮蛇血凝酶(商品名:苏灵)的市场推广为例,首先对国内外医药行业进行分析,归纳总结出目前处方药市场的几种营销模式,进行利弊分析;然后结合康辰药业的自身特点以及产品特点,运用PEST分析法和SWOT分析法,对苏灵的营销环境和市场环境进行深度剖析,最后将嵌入式助销的理念引入处方药销售领域, 进一步探讨、提炼出苏灵的创新型营销模式。这种新型营销模式的研究和探讨不仅对于北京康辰药有限公司的苏灵产品销售具有现实意义,更对这一类创新型的国内制药企业的新品销售模式提供新的思路。关键词:苏灵,营销模式,助销 MBA学位论文作者:王洁北京康辰药业注射用尖吻蝮蛇血凝酶营销模式创新研究 ABSTRACT Chinese pharmaceutical industry pared withWesterncountries,Chinese pharmaceutical industry iscurrently stillinthelow-tech,low repetition,low economic efficiency ,some domestic panies have realized theseriousness oftheproblem,and startedthetransition,they attached great importance toR&D investment, encouraging independent innovation,have developed new products with independent intellectual property thistype ofinnovative panies,how to find amatch with themarketing model,science and technology rapidly transformed intoproductive,it willbethe keyto thesustainable development of suchenterprises. ThisarticletaketheKONRUNS(Beijing)industry independent research anddevelopment of New Drug·-··HemocoagulaseAgldstrodon lnje=ction(brand nalne-Su Ling)marketing as an example,the first on thedomesticand internationalpharmaceutical industryanalysis,summarized several oftheprescription drug market marketingmodel and theanalysis oftheprosand cons; bined with the ofPharmaceutical KONRUNS own characteristics and product characteristics,the use of PEST analysis andSWOT analysismethod,in-depth analysis ofSuLing marketing and market environment,and finally embedded help sellthe ideatointroducethe field ofprcscription drug sales,and further explored,extracted from Ling Su innovation marketing model. This new marketing model,study andexplore thepractical significance not only for KONRUNS Medicine Co., Ling product sales,more