制药业品牌战略及实证研究

对外经济贸易大学硕士学位论文制药业品牌战略及实证研究姓名：鱼晗申请学位级别：硕士专业：工商管理指导教师：林汉川200504011AA2Thepharmacyindustrycontainsabundantpotentialvalue,soitispraisedastheindustrythatwillneverdecline.Thepharmacyindustryiscloselylinkedwithhumanhealth,andmillionsofpatientswillbenefitfromtheinventionofnewmedicine,whichbringsinnovationtothedoctors'idea.Thepharmacyindustryattractsnumerousinvestorsandpublics'attentionbecauseofitsgenerousprofitandpositivesocialresponsibility.But,becausethepharmacyindustryisdifferentfromotherindustries,sotheimplementationofpharmacyenterprises'brandstrategyisdifferentfromothers.Thebrandstrategyofpharmacyenterprisesisstudiedinthepaperbasedonthetheoryofbrandstrategy.Thebrandstrategyofpharmacyenterprisesisdiscussedfromthebirthofthebrand,theexcavatingofvalueofthebrand,andthechoiceofthebrandstrategy.China'spharmacyindustry(chemicalpharmacyindustryandbiologicalpharmacyindustry)startedrelativelylatethanothercountries,soitisapoptopichowtoimplementthebrandstrategytoincreaseChina'spharmacyenterprises'competitiveness.Theauthorofthepaperisworkinginthemarketdepartmentofapharmacyenterprise,soshedeeperunderstandsthemarketingenvironmentofChina'spharmacyindustry.AftertheanalysisofstatusquoofChina'spharmacyenterprises'brandstrategy,theexistingproblemisanalyzedindetailandsomesuggestionisoffered.Intheendofthepaper,AACompany,theauthorisworkingfor,istakenasanexample.ThepurposeistogivesuggestiontoChina'spharmacyenterprises.Thesuggestionwillhelpthemtochooseaproperbrandstrategytoincreasetheremarketshare,andseekthewayofChina'spharmacyindustry'sbrandstrategy.Keywords:pharmacyindustry,brandstrategy3InterbandNewell&Sorrell”121102002P48622002P11434532002P274102002P48652002P135strategystrategosstragia6--6199951367897A122003P12082000P692002P4371.2.3.4.5.10---------10,2003P128.11112002P269912131222004P1191322004P12010------51414102002P497111998500450200106~780%131998308042%28%13%2%199912201013%57%6%IMS2000132203410%1002.025522.33517.73132.22001~20055129%200510434010199325%199525%199830%20007609001050%60%7015FDA()1310(OTC)90(DTC)141994(Sterlin)(Boots)23Clearasil.100(ThomasBeecham)BeechamPills1510100(aciclovir)(Zovirax)199712Soothelip()(Diflucan)(Canesten)(Zovirax)(Zantac)(Tagamet).2080(Prozac)1617(Renitec)15152003P1318(Viagra)169010162002P210191774430138670030025158019991790557275102010640%1413OTC1717[]199711321221/31121252228.6“”53.75.111.31.3 60%19957023150105199620%15%43330%20%15%1996504041%199925251.2410%2.19.5%74%3.1.vs25WTO2vs26OTCWTO12002059——“”“”“”“”“”,20%“”“”“”“”“”“”“”3——276%4.3%,320,20146OTC20OTC11281..23291.OTC2.3.4.OTC5.WTO200430123085004000FDA1.   1       2    3 2.31OTC(1).(2).GMP3.OTC32OTC4.OTC1.OTCOTCOTC2.OTCOTC33OTCOTC5.1.342.6.WTOGMPGCPFDA35AAAA,,1994BB,19982000AAAAGMP,,.3,,AAAAIDI20031.9420253.3335AAAA,,1994BB,19982000AAAAGMP,,.3,,AAAAIDI20031.9420253.33200%45%21200236201011.9%2010270AA80203718200373.882%800017.5%2300.5%AA18IMSDATA38AAAAAAAAAAAAGMPAAAA,,AA,,AA,AAAA39AAAA20021104540%4-52010270OADInsulintotal1919IMSDATA40AABDXXAA10AAX30R50RAAX41AABD420%3%20074420AAAABDAAAAAAAA20ABNAMRO42AAAAlnsulin,sulin.baseinsulin,BdinnerInsulinDXinsulinAAB1B2BAABBB3BAAAAAA2001200343AAAAXXRXNX30RX50RBD212221IMSDATA22IMSDATA44AAAAAAWTO451200221998132000.14200052001.762002.71999.482000.192002102003.9112001.4122003132003114200451520048162004717200417182120032192003220200342120035222003323200454624200452520049262004927200462820044制药业品牌战略及实证研究作者：鱼晗学位授予单位：对外经济贸易大学相似文献(1条)1.学位论文王金山吉林省通化县县域经济发展问题的研究2007通化县隶属通化市，是通化市所辖市、县中发展较快的一个县。就通化县而言，在自然资源丰富，经济资源严重缺乏的情况下，个别乡镇发展迅速，整体经济发展相对落后。本文着重分析了在同等自然环境、政治环境条件下，发展差异产生的原因，在此基础上找出通化县的整体优势、劣势及发展中可能的机遇和挑战。再通过借鉴县域经济发展较快的省市、地区的成功经验，扬其长，避己短，找出促进通化县县域经济发展的对策。全文共分五个部分。第一部分，引言。这一部分对本文要研究的内容，国内外区域经济研究动态，本文的研究思路与采用的方法作了论述和说明。第二部分，着重论述了县域经济的内涵、特征和县域经济发展的目标和原则及制约其发展的主要因素。第三部分，通化县县域经济发展的状况。以制药业、建材业、食品业、矿产业为四大支柱产业，近些年呈现良好的发展态势。第四部分，利用SWOT模型进一步研究通化县县域经济发展问题。分析了通化县经济发展的优势和劣势，以及面临的机遇和挑战。第五部分，发展通化县县域经济的对策。分别从结构创新、体制创新、农业稳定、软环境建设和品牌战略五个方面进行了重点阐述，加快发展通化县县域经济。本文链接：授权使用：上海海事大学(wflshyxy)，授权号：3cc2d425-ed33-4de5-912c-9e27006de139下载时间：2010年11月7日