迪巧钙的营销策略研究-工商管理专业论文.docx

中文摘要 缺钙是…个世界性的人类健康难题。人体缺钙会导致:儿童生长期的发育 、不良、中老年的骨质疏松等疾病。在我国，国民缺钙问题显得尤为严重，其主 要原因既有遗传因素，也与国人传统饮食中对动物蛋白质摄入最不足有关。近 年来随着营养学家、医学家对补钙的重要性发出强烈呼吁，人们的保健意识也 在逐步增强，越来越多的人开始为自己和家人选用补钙产品。因此钙制剂就有 、 唱 了巨大的市场空间，市场上的补钙产品也是多种多样。池巧钙是由美国安士制 药生产，青岛百洋医药科技有限公司负责在国内销售的补钙药品。边巧钙从引 进国内到现在，短短的几年销售额已达近四亿元人民币。本文将市场营销理论 与油巧钙的营销实践相结合，客观分析了医药行业现状及发展趋势与钙制剂当 前的营销现状，并结合青岛百洋医药所面临的宏观和微观环境，得出了青岛西. 洋医药外部面临的机遇和威胁与内部的主要优势和劣势，通过对油巧钙进行市 场细分，目标市场选择与产品差异化定位，界定目标市场为重点制定了油巧钙 的营销策略，包括价格策略上，专业化营销策略、品牌策略、促销策略、渠道 策略和销售人员的管理。并根据相关理论提出具有现实意义的改进措施，以期 对该产品的业绩突破贡献一定的参考。 关键词z 迪巧钙;青岛西洋:营销策略 1，， 电 Abstract Abstract Calcium deficiency is a worldwide problem for human health. If our body calcium deficiency wi1l cause many diseases，such 附: children are 础mted du由19 bodies growth， osteoporotic fracture 扭曲.e middleaged. In China，也e national calcium deficiency problem is particularly s町ious，白e reason mainly due ωnot only ‘ genetic factors，but also have some relationship with the China s traditional diet， which animal protein intake insufficiency. In recent years，peoples health aw盯eness 情 are gradually increased as nutritionis饵， medical scientists send a strong appeal of the importance of calcium， more and more people began ωchoose calcium products for themselves and also 岛r 由eir families. Therefore，calcium pr叩arations will have a huge market，There 町e varied calcium products on the market. D-Cal ，a? lcium is produced by the AZ Phannaceutical ，Icn. Pharmaceutical Technology Co.，Ltd.， Qingdao Baíyang is responsible for calcium in domestic sales. From the D al calcium wωintroduc叫 into domestic market till now，批take on1y a few years， howev町 the annual sales canωmeω400 million 严lan. ηús artic1e combine marketing 也ωry wi也 marketing practice，analysis the status and development trend of the pharmaceutical indus町 0时ectively according to the calcium current marketing situation，∞mbined wi伽 Westem medicine，and combine Q阳ingd伽ao Baiym吨衍 1唱g Medical macro楠噜e咄n阳咄lV叫川iíronm创ent 削刷dm咀úicωro.咄. Cω011邸cl时u1汹ls