文档介绍：对外经济贸易大学
硕士学位论文
拜耳拜唐苹产品的营销策略研究
The Study on Glocubay Marketing Strategy
专业名称: 企业管理
作者姓名: 余然
指导老师: 安圣慧
摘要
进入 21 世纪以来,糖尿病越来越成为威胁人类健康的一大病症。随着糖尿病
患病率的增加,糖尿病用药市场的规模也在逐年增加。针对这种情况,世界各个
大型制药厂家也加大力度研究和开发用于治疗糖尿病的有效降糖药物,各企业之
间的竞争非常激烈,要想在竞争中立于不败之地,就需要在市场中取得一个有利
的地位。企业要根据内外部环境,找到适合其发展的战略方向,选择适当的目标
市场,给客户传递清晰的定位,运用好营销组合,最终才能建立、获得竞争优势。
德国拜耳公司,是世界知名的药品生产厂家之一。在糖尿病治疗领域中一直
处于比较领先的地位。1990 年德国总部研发出新型的口服降糖药拜唐苹产品,
2003 年拜唐苹在中国上市后,销售额一直处于领先地位,随着市场的不断扩大,
竞争越来越激烈,拜唐苹如何保持现在的领先地位是一个值得思考的问题。
本文是根据本人在拜耳医药保健有限公司的实际工作及对于医药行业的了
解,综合运用所学习的市场营销理论知识,以拜耳医药保健有限公司拜唐苹产品
作为研究对象,分析了国内降糖药市场的宏观环境、拜唐苹产品的特点以及其在
市场中的优势与劣势,以及拜唐苹产品的定位,和市场策略。最后,根据对拜唐
苹产品的市场策略进行分析的基础上,对拜唐苹产品的营销策略提出了建议。
关键词:口服降糖药,SWOT 模型,市场细分,市场营销
Ⅰ
Abstract
Entering 21th century, diabetes es one of the threatening disease to human
health. With the rise of the diabetic-suffering rate, the drug market for diabetic
treatment has e larger and larger. In this circumstances ,a number of large size
drug maker have strengthened the research and development of effective orally taken
Oral Anti-diabetes。The manufacturers need to acquire an up hand position due to the
petition, market positioning is one of the key factor. It is more important
to find the right direction of enterprise development , select suitable target market , raw
up effective market strategy, and increase the market share.
Bayer is one the famous medicine manufacturer in the world, and plays a leading role
in the treatment of the diabetics. In 1990, Bayer headquarter in Germany developed
the Glocubay, a new orally taken drug for diabetics. Ever since it has been sold in
China from 2003, it remains on the top of sales volume. While the market is expanding
petition fierce, it is worthy of consideration how to keep Glocubay’s leading
edge for.
The thesis is written on my understanding of drug industry , with reference of both
domestic and overseas documents. It mainly analyzes the