乙肝抗病毒国产仿制药市场营销策略研究.docVIP

乙肝抗病毒国产仿制药市场营销策略研究 ［ ］我国是乙肝大国，中国乙肝患者约占全世界的三分之一，HBV （乙肝病毒）感染者 约9300刀人，其中乙肝患者约2000万例，每年约有35万人死于乙肝相关疾痫，乙肝己成为 我国公共健康领域的重要挑战。2014年乙肝治疗药品的市场规模将达260亿元，其中最大市 场份额的是抗HBV （乙肝病毒）药品，包括拉米夫定、阿德福韦酯、恩替卡韦，约占70%以上， 销售额将达180亿元，而其中市场份额主要集中在几大跨国的合资企业上，其约占82%以上 的份额。随着这些原研药品专利保护期的来临，国内制药企业将快速仿制，但仅靠低价是很 难在竞争中获胜，必须利用专业的营销策略和方法才可能同这些大型的跨国企业竞争，本文 正是在这一背景下进行研宂和分析，希望对国内制药企业在竞争过程能有所启发和帮助。 本文首先对中国乙肝治疗药品，特别是抗HBV （乙肝病毒）药品进行了宏观环境的分析, 揭示了乙肝抗病毒国产仿制药生产企业药业所面临的有利和不利的因素。接下来，对乙肝抗 病毒国产仿制药生产企业的内部竞争环境进行了 SWOT分析，罗列了机遇、威胁、优势和劣势， 归纳了影响企业发展的主耍因素。同吋运用STP理论、4P理论等市场营销理论，结合工作实 践所掌握的一些材料，确定了乙肝抗病毒国产仿制药生产企业的目标市场和市场定位，并总 结出了适合于国产仿制药生产企业发展的营销策略。最后，提出了一些建议，希望能够对其 它的中国制药工业的发展提供一定的参考和借鉴作用。 ［关键字］乙肝抗病毒国产仿制药生产企业；乙肝；抗HBV药品；营销策略 Domestic Marketing Strategy Generic Anti-viral Hepatitis [Abstract] Big country，our country is hepatitis b hepatitis b patients accounted for about a third of the world, China HBV (HBV) infection is about 93 million people，of which about 20 million cases of patients with chronic hepatitis b, about 350000 people die each year from hepatitis b related diseases, hepatitis b has become an important challenge in the field of public health in China. 2014 hepatitis b treatment drugs market scale will reach 26 billion yuan, is the largest market share of the drugs for HBV (hepatitis b virus), including lamivudine and adefovir ester，entecavir，about 70% above，sales will reach 18 billion yuan, of which market mainly concentrated in a few large multinational joint venture，which accounts for more than 82% of the share. With the coming of the original drug patent protection, domestic pharmaceutical companies will be quickly copied, but only by a low price is difficult to win in the competition, must use the professional marketing strategies and methods to compete with the large multinational companies, this article is under the background of the research and analysis，hope for domestic pharmaceutical enterprises in the competition process can be inspired and help. This article first to China hepatitis b treatment drug,