正大天晴“晴唯可”营销策略研究.doc

摘要:从20世纪90年代以来，特别是经过改革开放到近些年的多次医疗制度的改革，我国的医药产业从生产，销售，流通各个领域都发生了重大的变化。21世纪开始国家颁布了一系列规范医药市场的法律法规，因此传统的医药营销模式也要随之转变。

　　　本文首先对现代市场营销理论和专业化学术推广理论进行阐述，简要的概括专业化学术推广的概念，深入研究市场营销理论从4P，4C到4R的理论发展进程。通过SWOT分析等市场营销分析方式对正大天晴“晴唯可”的市场环境进行宏观微观环境的分析，指出“晴唯可”在现有营销环境中的优势和劣势，机会和威胁等问题，结合4R理论制定适合产品推广的营销策略，在对现有问题的研究和4R策略的基础上制定出适合现阶段的推广方案。最后通过对“晴唯可”的策略和推广方案的研究分析，并结合中国的医药制度和医药营销环境来给出对公司品牌建设、学术推广有益的建议。希望通过本文的研究能为“晴唯可”在区域内的营销推广活动提供一些帮助。

关键词  医药品；STP分析；4R理论；学术推广

Abstract:Since the 1990s, especially after the reform and opening up to the recent years, a number of medical reform, China's pharmaceutical industry from production, sales, distribution in various fields are the major changes. The beginning of the 21 century, the state promulgated a series of laws and regulations that regulate the pharmaceutical market, the traditional pharmaceutical marketing model should take a turn.

　　　Of modern marketing theory and professional academic promotion theory expounded briefly summarize the concept of specialization academic promotion, in-depth study of marketing theory from 4P, 4C and 4R theory development process. " Qingweike " market environment, the macro and micro environment analysis SWOT analysis and marketing analysis, pointed out that" Qingweike "in the current marketing environment strengths and weaknesses, opportunities and threats, 4R theory to develop marketing strategies for product promotion, outreach programs developed on the basis of existing research and 4R strategy at this stage.

　　　Finally, through the analysis of " Qingweike "strategy and outreach programs, combined with China's medical system and pharmaceutical marketing environment to give useful recommendations on the company's brand-building, academic promotion. I hope through this study to provide some help for the "Qingweike" in the area of marketing campaigns.

Keywords  Pharmaceuticals  The STP analysis  4R  the academic promotion