中国用于脑血管疾病类药品营销策略研究——以石药集团恩必普药业有限公司为例

我国医药行业起步较晚，技术相对落后，在发展早期着重于药物的仿制与生产，轻视研发，忽略市场和营销，导致我国用于脑血管疾病类药品企业在与外资医药企业的竞争中一直处于弱势地位。
本文以营销策略为主要研究方向，在相关理论的指导下，以石药集团恩必普药业有限公司（以下简称恩必普药业）经营现状为背景，首先分析了恩必普药业的营销环境；其次梳理了恩必普药业的营销策略组合现状和营销中存在的问题；最后针对其在营销策略中存在的问题，提出一些贴近宏观环境，行业环境和企业实际的优化改进建议，包括完善人员管理制度、完善客户关系管理、转变营销模式，以学术营销为主线等。营销策略不是一成不变的，而是应该随着市场的变化不断动态调整。希望本研究能为恩必普药业以及国内有相似问题的脑血管疾病类药品企业提供一定的参考意义。

关键词：医药行业；医药行业市场化；市场竞争；营销策略
 
Abstract
China's pharmaceutical industry started relatively late, technology is relatively backward in the development of the early focus on the production of generic drugs, contempt research and development, sales and marketing are ignored, resulting in China's pharmaceutical enterprises to compete with foreign pharmaceutical companies has been in a weak position.
In this paper, the main research direction of marketing strategy, under the guidance of relevant theories, Shijiazhuang Pharmaceutical Group NBP Pharmaceutical Co., Ltd. (hereinafter referred to as NBP medicine) operating status as the background, analyzes the NBP Pharmaceutical marketing environment; secondly combed NBP Pharmaceutical marketing mix and marketing status of the existing problems; and finally for its presence in the marketing strategy issue, some of the close macroeconomic environment, the environment and optimize the actual industry recommendations for improvement, including improving the personnel management system, improve customer relationship management, changes in marketing mode, academic based marketing lines. Marketing strategy is not static, but should continue as the market changes dynamically adjusted. Hope that this study can provide some reference value for the NBP Pharmaceutical and domestic pharmaceutical companies have similar problems.
Keywords：The pharmaceutical industry ，pharmaceutical industry market ，competition in the market  ， marketing strategy

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