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C公司抗癌类药物营销策略研究

发布时间:2019-07-09 19:06
【摘要】:癌症对人们的生命生活带来了极大的威胁和损害。一直以来,关于抗癌药物的研发,为更多的癌症患者带来生命的希望。在乳腺癌治疗领域中,紫杉类药物是不可或缺的化疗用药。相比传统溶剂型紫杉醇,新型紫杉醇,C公司的A产品具有更高的缓解率、更短的缓解时间和更高的肿瘤缩小比例。由于是白蛋白结合型紫杉醇,其独特的作用机制,是其最具代表的核心竞争力和差异化优势,也迎来了其更广阔的市场机遇,本文就A产品的产品推广策略进行全方面的分析。就其在同种领域的优势和差异性为其开拓更广泛的适应范围及治疗领域。通过分析得出其发展的方向和实施策略。主要的分析成果为,在乳腺癌治疗市场中,紫杉类药物的市场份额高将近几十亿人民币,这意味着白蛋白结合型紫杉醇有很大的市场机会。在白蛋白结合型紫杉醇上市的这五年里,白蛋白结合型紫杉醇虽然表现出很强的增长动力,但与其他紫杉类药物相比,其所占的市场份额还比较低下。价格因素及未能塑造出与其他紫杉类药物的品牌区隔性是影响其渗透的主要阻碍因素。经过市场调查,目前针对ER,PR阳性(雌激素和孕激素受体),HER2阴性的晚期乳腺癌患者的治疗,紫杉类药物是医生的首选。再有白蛋白结合型紫杉醇不仅有与其他紫杉类药物竞争第一次使用的机会,而且即使在使用其他紫杉类药物失败后,白蛋白结合型紫杉醇也有机会使用。60-70%晚期乳腺癌患者在肿瘤内科接受化疗,且与外科相比,来肿瘤内科接受化疗的晚期乳腺癌患者病情更严重,所以肿瘤内科是白蛋白结合型紫杉醇的主要推广科室。理论上目前所有使用紫杉类药物进行化疗的患者都是白蛋白结合型紫杉醇的目标患者,但鉴于白蛋白结合型紫杉醇的目前情况,我们根据不同患者的需求以及白蛋白结合型紫杉醇的差异化特征细分出白蛋白结合型紫杉醇最容易渗透的23%的患者,其中16%为首要目标患者,7%为次要目标患者。在实际战略执行过程中,要重点解决患者的支付能力问题和医生的处方习惯问题。本文的理论主要应用了市场营销学中的各类分析理论,通过内外部环境分析,SWOT分析,市场细分理论,差异化优势,品牌表现分析,客户群分析等对A产品进行了全面的剖析。本文的研究有着重要的管理意义,对公司的产品发展管理有着切实作用。有利于公司的战略规划与产品策略的制定。
[Abstract]:Cancer has brought great threat and damage to people's lives and lives. For a long time, the research and development of anticancer drugs has brought hope for more cancer patients. In the field of breast cancer treatment, yew drugs are indispensable chemotherapeutic drugs. Compared with traditional solvent paclitaxel, new paclitaxel and C company A products have higher remission rate, shorter remission time and higher tumor reduction ratio. Because it is albumin-bound paclitaxel, its unique action mechanism, is its most representative core competitiveness and differentiation advantage, but also ushered in its broader market opportunities, this paper analyzes the product promotion strategy of A product in all aspects. According to its advantages and differences in the same field, it can open up a wider range of adaptation and treatment. Through the analysis, the development direction and implementation strategy are obtained. The main analysis results are that the market share of yew drugs is nearly billions of yuan in the breast cancer treatment market, which means that albumin-binding paclitaxel has a great market opportunity. In the past five years, albumin-bound paclitaxel has shown a strong growth momentum, but compared with other yew drugs, its market share is still relatively low. The price factor and the failure to shape the brand partition with other yew drugs are the main obstacles to its penetration. After market investigation, yew drugs are the first choice for patients with ER,PR positive (estrogen and progesterone receptors) and HER2 negative patients with advanced breast cancer. Albumin-bound paclitaxel not only had the opportunity to compete with other yew drugs for the first time, but also had the opportunity to use albumin-bound paclitaxel even after the failure of other yew drugs. 60-70% of patients with advanced breast cancer received chemotherapy in oncology department, and patients with advanced breast cancer who received chemotherapy in oncology department were more serious than surgery. Therefore, oncology is the main popularization department of albumin-bound paclitaxel. In theory, all patients who use yew drugs for chemotherapy are target patients with albumin-bound paclitaxel, but in view of the current situation of albumin-bound paclitaxel, we subdivide 23% of the patients with albumin-bound paclitaxel according to the needs of different patients and the differentiation characteristics of albumin-bound paclitaxel, of which 16% are the primary target patients and 7% are the secondary target patients. In the actual strategy implementation process, we should focus on solving the problem of patients' ability to pay and doctors' prescription habits. The theory of this paper mainly applies all kinds of analysis theories in marketing, and makes a comprehensive analysis of A products through internal and external environment analysis, SWOT analysis, market segmentation theory, differentiation advantage, brand performance analysis, customer group analysis and so on. The research of this paper has important management significance and plays a practical role in the product development management of the company. It is beneficial to the strategic planning of the company and the formulation of product strategy.
【学位授予单位】:对外经济贸易大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F426.72;F274

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