G药业企业开拓越南市场的营销策略探讨Research on the marketing strategy of G pharmaceutical company to develop the Vietnam market 摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 越南药品市场近五年一向坚持两位数的增加率，是一个有吸引力的市场，并且其折半以上的药品依附从国外出口。跟着越南经济成长、国民生涯程度的赓续进步，将来的成长空间和机会将更年夜、更普遍。除进驻越南市场较早的来自欧美等国的制药巨子外，最近几年来，来自中国、阿根廷、韩国、印度等国生物仿造药临盆商也纷纭进入市场。作为中国生物基因工程的龙头公司，G药业企业在国际市场获得繁华成长的同时，也年夜力推动和加速产物国际化营销和扩大的方法。G药业企业已充足熟悉到越南市场在西北亚的主要位置和潜伏成长空间，将其列入东盟开辟的主要市场之一。剖析G药业企业介入竞争的优势与优势、机遇与威逼，研究越南医药市场特色和市场情况，进而制订出有针对性的营销战略是非常需要的，将有助于G药业企业试水越南市场。本文在市场营销相干实际的指点下，从四个方面临G药业企业开辟越南市场做剖析。起首，对越南药品市场的营销情况停止了剖析，运用PEST对象对市场微观情况停止剖析，越语论文范文，剖析行业竞争情况。越南经济成长带来了更年夜的需求，然则国度进步准入门坎、政策向平易近族制药公司倾斜，公司所处的技巧范畴成长与变更一日千里，市场竞争者较多。同时，越南语毕业论文，运用SWOT剖析矩阵剖析了G药业企业的竞争情况，重要面对的成绩是：市场生疏品牌、竞争多缺少推行经历，对署理商培训才能弱，缺少对市场政策的懂得和应变回击才能。是以公司所面对的机遇与威逼并存。其次，经由过程对越南药品市场的容量、需求、构造和运作特色等剖析，评论辩论了越南处方药市场的重要“花费者”处方大夫的行动特色和作用身分，为署理商战略制订供给根据。再次，依据STP实际，对市场的细分、选择和定位停止剖析。最初，依据4Ps营销组公道论，从产物、价钱、渠道、促销四个方面临G药业企业开辟越南市场提出了营销战略。本文得出的结论是：（1）品牌是公司营销手腕的一项主要内容，品牌效应将会带来连续的发卖好处。是以，经由过程召开病院科室会和资助相干医药范畴学术交换运动的情势晋升品牌作用力。(2)依据各范畴产物特色，以实行差别化价钱战略为焦点，依据市场变更和反响，综合运用多种价钱战略。（3）选择相符G药业企业的公司现实的市场进入形式，增强对当地署理商治理。（4）依据当地化须要，采用多种促销战略组合适当地向大夫传递药品信息。本文的研究为G药业企业开辟越南市场供给了有自创性的营销战略，对合营G药业企业计谋、推动国际市场营销计谋的实行有主要的指点意义。同时，对行业内有类似成绩的公司也有必定自创意义。 Abstract: Vietnam's pharmaceutical market in recent five years has always insisted on double-digit rate of increase is an attractive market and drugs more than the binary attachment from abroad. Along with the ceaseless progress of Vietnam's economic growth, people's living standard and future development space and opportunities will be greater and more generally. In addition to stationed in Vietnam market earlier from Europe and the United States pharmaceutical giant, in recent years from China, Argentina, South Korea, India and other nations counterfeit drug manufacturers also diverse to enter the market. As a leading enterprise in China's biological gene engineering, G pharmaceutical company in the international market to get prosperous growth at the same time, but also the eve of the force to promote and accelerate the internationalization of the product marketing and expansion measures. G pharmaceutical companies have been fully familiar with the Vietnamese market in the main location of the northwest Asia and latent growth space, will be included in the ASEAN to open up one of the major markets. Analysis of G pharmaceutical company involved in the competition advantage and advantage, opportunity and threat, study Vietnamese medicine market characteristics and market conditions, then to establish a is very need for marketing strategy, will help Vietnam g pharmaceutical companies to test the water market. In this paper, under the guidance of the relevant actual marketing, from four aspects of the G pharmaceutical companies to open up the market to do the analysis of vietnam. First of all, the Vietnamese drug market, the marketing situation of the analysis, the application of PEST object to the market micro situation analysis, analysis of industry competition. Vietnam's economic growth has brought a greater demand, however countries improve access threshold, the policy to ethnic pharmaceutical enterprises tilt, business skills in the areas of growth and change by leaps and bounds, lots of competitors. At the same time, the application of SWOT analysis matrix analysis of the competition in pharmaceutical company G, important problems of face is unfamiliar brands on the market, the competition much lack of implementing, the agent training to weak, lack of policies on the market understanding and strain responded to. The opportunity and threat faced by enterprises to coexist. Secondly, through the analysis of the process of Vietnam's pharmaceutical market capacity, demand, structure and operation characteristics, review the debate of prescription drug market in Vietnam important "spend" a doctor's prescription of action characteristics and influencing factors, as the acting business strategy formulation provides a basis. Again, based on the actual STP, the market segmentation, selection and positioning analysis. Initially, according to the 4Ps marketing group justice theory, from the product, price, channel, promotion four aspects of the G pharmaceutical companies to open up the Vietnamese market, the marketing strategy. The conclusion of this paper is: (1) the brand is the main content of the enterprise marketing, the brand effect will bring the benefits of the sale. Is to, through the process of hospital departments will be held and funded by the academic exchange of the academic exchange of the academic exchange of sports promotion brand influence. (2) according to the product characteristics of each category, in order to implement differentiated price strategy as the focus, according to the market change and response, the comprehensive application of a variety of price strategies. (3) choose the consistent G pharmaceutical company into the reality of the market, enhance the governance of the local agent. (4) according to the need of the local area, the use of a variety of promotional strategies to properly combine the transfer of drug information to the doctor. The research of this article is G pharmaceutical company to open up Vietnam market to offer the strategy that has a self - based marketing, to joint venture G pharmaceutical company strategy, to promote the implementation of international marketing strategy has the main point of significance. At the same time, the industry has similar results in the enterprise also has a certain significance. 目录: |
