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|Keywords: ||中國大陸;化學製藥;藥品;行銷策略;Chemical Preparations;Mainland China;Marketing Strategy;Pharmaceuticals|
|Issue Date: ||2014-05-08 15:36:26 (UTC+8)|
本研究以行銷管理學文獻及理論為基礎，選擇個案公司Y藥廠作為研究對象，採取個案研究法，通過次級資料的收集（Literature Search）與專家訪談（Key information Survey）的方法對個案公司行銷策略進行分析研究。本研究目的為：透過對中國大陸化學製藥產業現狀及主要環境影響因素的分析，探討個案公司在中國大陸所採取的行銷策略，並彙整與歸納出個案公司在中國大陸的關鍵成功因素。
;Pharmaceutical industry is an enormous industry with unlimited potential of development. During recent years, Mainland China’s pharmaceutical market keeps developing steadily and rapidly. In several years to come, it will go on developing and growing; in such a trend, pharmaceutical enterprises will face many more challenges and chances.
Based on literatures and theories regarding marketing management, this study chose the case company “Y Pharmaceutical Factory” to be the research subject. By case study and through Literature Search and Key Information Survey, this study conducted analyses and research on the case company’s marketing strategies. This study aims to: Through the analyses of the current situation of Mainland China’s pharmaceutical industry and the major environmental influence factors, the marketing strategies adopted by the case company in Mainland China are explored; also, the case company’s key success factors in Mainland China were collected and concluded.
First, as for the structure of this study, a conceptual research structure has been formed through related literature review. Second, analyses have been made, aimed at the current pharmaceutical industries in Mainland China and in the world. Next, combined with Kotler’s（2006）marketing strategy theory, this study has conducted profound analyses of the 4P's of the marketing strategies implemented by the case company for its entry and development in Mainland China. Finally, conclusions and suggestions have been made.
The study results are: Through SWOT Analysis of the case company, the enterprise’s advantages and disadvantages of its development in Mainland China have been concluded. Based on R&D and manufacturing in the aspect of products, it adopts innovative preparation techniques, and it uses the 4P’s Theory in its marketing mix, to utilize flexible and diversified marketing strategies to occupy the market. Besides, the case company should take the advantage of Taiwanese enterprises well to establish good public relations for setting its good brand image in Mainland China.
Aimed at the Y Company’s future development in China, this study has proposed the following suggestions:
1. It should strengthen the extension of product lines and adjust its product packages for cooperating with market demand.
2. It should establish good public relations with the drug price supervision department.
3. It should ensure that its direct sale channels can work normally and orderly; its agency sale channels should be expanded actively; it should endeavor to exploit international, European and US markets.
4. Its brand image should be reinforced to create dynamics, and it should research on the strategies for the promotion of OTC (over-the-counter) drugs.
|Appears in Collections:||[高階主管企管（EMBA）碩士班] 博碩士論文|
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