【正文】 xplored. The findings and conclusions of this thesis is very helpful to China’s enterprises to achieved excellent economic efficiency in Medical Institutions Broad Market. key words: Marketing； Medical Institutions Broad Market； OTC Marketing Strategy西南交通大學碩士研究生學位論文 第 V 頁 目 錄 第 1 章 緒論 ............................................................................................................................ 1 研究背景 ........................................................................................................................1 研究意義 ........................................................................................................................3 研究方法 ........................................................................................................................3 研究內(nèi)容和框架 .............................................................................................................4 第 2 章 市場營銷外部環(huán)境分 析 ............................................................................................ 5 醫(yī)藥行業(yè)宏觀環(huán)境分析 ...................................................................................................5 政治經(jīng)濟環(huán)境分析 ...............................................................................................5 法律法規(guī)環(huán)境分析 ...............................................................................................6 醫(yī)藥技術(shù)環(huán)境分析 ...............................................................................................7 行業(yè)發(fā)展現(xiàn)狀分析 ..........................................................................................................8 行業(yè)利潤增幅放緩 ...............................................................................................9 行業(yè)兩極分化現(xiàn)象凸顯 ...................................................................................... 10 行業(yè)整體發(fā)展勢頭良好 ...................................................................................... 10 競爭環(huán)境分析 ............................................................................................................... 12 買方侃價能力 .................................................................................................... 12 賣方侃價能力 .................................................................................................... 13 潛在進入者 ........................................................................................................ 13 代替品的威脅 .................................................................................................... 14 主要競爭對手 .................................................................................................... 14 第 3 章 市場營銷內(nèi)部環(huán)境分析 .......................................................................................... 17 A 公司簡介 .................................................................................................................... 17 A 公司產(chǎn)品體系 ............................................................................................................. 18 A 公司營銷資源分析 ...................................................................................................... 18 營銷渠道分析 .................................................................................................... 18 人力資源分析 .................................................................................................... 20 財力資源分析 .................................................................................................... 20 技術(shù)資源分析 .................................................................................................... 21 A 公司在醫(yī)療機構(gòu)廣闊市場的營銷現(xiàn)狀及問題分析 ........................................................ 22 A 公司市場推廣目標及策略 ............................................................................... 22 A 公司市場推廣進程 .......................................................................................... 24 A 公司市場銷售狀況 .......................................................................................... 26 A 公司市場推廣中的問題及分析 ........................................................................ 29 第 4 章 A 公司 SWOT 分析及市場營銷策略的制定 ............................................................. 32 A 公司 SWOT 分析 .......................................................................................................... 32 機會 (O)分析 ...................................................................................................... 32 威脅 (T)分析 ...................................................................................................... 32 劣勢 (W)分析 ...................................................................................................... 33 優(yōu)勢 (S)分析 ...................................................................................................... 34 營銷組合策略制定 ........................................................................................................ 34 產(chǎn)品策略 ........................................................................................................... 35 定價策略 ........................................................................................................... 37 西南交通大學碩士研究生學位論文 第 VI 頁 渠道策略 ........................................................................................................... 39 促銷策略 ........................................................................................................... 41 第 5 章 營銷策略的保障性措施 .......................................................................................... 43 加強產(chǎn)品質(zhì)量管理 ......................................................................................................... 43 優(yōu)化客戶關(guān)系管理 ......................................................................................................... 43 提高營銷策略執(zhí)行效率 .................................................................................................. 44 積極探索市場營銷新模式 ................................................................