新產品上市如何在短期間內成為市場領導者-以西藥產業A公司降血脂藥為例

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题名:	新產品上市如何在短期間內成為市場領導者-以西藥產業A公司降血脂藥為例
作者:	陳英明;Chen,Ying-Ming
贡献者:	管理學院高階主管企管碩士班
关键词:	Statin類;目標行銷;行銷組合(4P);降血脂藥物;Lipid-lowing Drugs;Marketing Mix (4P);Statin;Target Marketing
日期:	2007-06-26
上传时间:	2014-05-08 15:29:42 (UTC+8)
出版者:	國立中央大學
摘要:	隨著世界各國人口普遍呈現老化現象的今日，預防保健及治療等新觀念，正受到政府相關單位及民眾的重視。因此，生物科技產業也逐漸抬頭。本文研究的目的為探討西藥業者，其所研發的新產品如何在高競爭密度的同類產品中取得市場領到地位。因此行銷部門扮演著極重要的角色及定位，行銷部門如何制定正確的策略方向，加上業務部門的全力配合，已成為新產品上市成功的重要因素。本研究將以行銷管理中所提之目標行銷模式找出成功關鍵，發展策略方向，進而制定行銷計畫。研究中產品以降低膽固醇的血脂用藥為例進行分析，主要步驟包括：(1)產業分析及市場需求 (2)市場區隔及選擇目標市場，決定市場地位 (3)發展行銷策略 (4)制定行銷計畫。擊敗主要競爭對手除了擬定正確行銷計畫以外，更重要的就是必須依據階段性目標以行銷策略管理流程圖所示，定期進行績效考核。此外，定期考核業務代表本職學能的五項核心能力更是第一線主管的重點工作，其為直接影響行銷計畫成敗與否之主要關鍵。 ;As population aging is a trend in the world today, a new conception like prevent health care and treatment is valued highly by government and people. Therefore, Biological Technology Industry is blooming. The research purpose of this discourse does discuss for new development products of pharmacy that how to win the LEADER of market with patent protection term in the high competitive density of other similar products. Therefore, Business Department acts a very important role. How to establish the correct strategy direction and good cooperation of Business Department are important elements of new products successful launch in the market. In this research, we will dig out the successful key and develop strategy direction by Target Marketing Model involved in Marketing Management; and then, set up marketing plans. Analyzing blood lipid drugs for cholesterol-lowering as a sample, the main process included: (1)Industry analyzing and Market Demand (2)Market Segmentation and the Market Targeting; then, decided the Market positioning (3)Develop Marketing Strategy (4)Set up Marketing Plans. To defeat main competitions, we will not only make the correct marking management plan, but also assess performances regularly according phases of target as showing by Marketing Management Strategy Flowchart. Besides, to assess Sales Representative’s five inner abilities of essence regularly is the most important work of first line directors. This is the main key to effect directly on the success of marketing management plan.
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