北京康辰药业注射用尖吻蝮蛇血凝酶营销模式创新的研究.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 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 new salesmodel forthistype of innovative domestic panies toprovide new ideas. Keywords:Su-Ling,Marketing Models,Marketing~dS n :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目录一、绪论?????????????????????????1 (一)研究背景和意义??????????????????????l (二)研究思路和方法???????????‰??????????2 (三)相关理论综述???????????????????????3 二、医药行业分析????????????????????7 (一)医药行业发展概况????????????????????7 (二)处方药市场的主要特征以及主要销售模式分析????????10 三、公司以及产品介绍???????????????????13 (一)康辰医药股份有限公司简介????????????????13 (二)注射用尖吻蝮蛇血凝酶简介???????????????