市场营销-三九感冒灵与白云山小柴胡的营销效果对比研究论文.docxVIP

PAGE \* ROMAN V 三九感冒灵与白云山小柴胡的营销效果对比研究 【摘要】近年来，随着医药行业不断深入研究，同类药品逐步细化，市场竞争激烈，OTC药品营销愈发重要。通过对药品营销效果对比，能够有利于医药企业改善实施的营销活动和提高营销服务水平。 论文首先对OTC感冒药市场发展现状和医药企业营销效果对比研究的匮乏等问题，以三九感冒灵和白云山小柴胡为问题切入点。然后从各位学者关于企业营销效果的评价体系研究中总结理论基础，从营销绩效评价因素结构模型等文献中寻找理论模型，并结合现实问题形成本文的研究内容、研究模型和研究假设。 本文分三个研究对比两种药品的营销效果：研究一是两种药品的网络数据的对比，探讨两种药品的销售额和相对认可质量的营销效果。研究二是药店现场调查的对比，探讨两种药品销售情况和促销情况的营销效果。研究三是两种药品的消费者层面的对比，采用配对样本t检验方法，从产品包装因素、消费者的心理因素、消费的社会因素和知名度探讨消费者对两种药品的营销效果。 研究表明，三九感冒灵与白云山小柴胡的营销效果差距大。网络销售额、产品质量认可、药店销售和促销情况、消费者认知、消费者行为和知名度等方面，感冒灵的营销效果都优于小柴胡的营销效果。另外，消费者的中医信任程度会影响消费者购买感冒灵和小柴胡，消费者的中药知识程度会对购买小柴胡产生影响。 【关键词】营销效果；药品营销；对比分析；非处方药 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。 Comparative study on marketing effect of Sanjiu Ganmaoling and Baiyunshan Xiaochaihu [Abstract]In recent years, with the continuous in-depth study of the pharmaceutical industry, the gradual refinement of similar drugs and fierce market competition, OTC drug marketing has become increasingly important. Through the comparison of drug marketing effect, it can help the pharmaceutical enterprises to improve the implementation of marketing activities and improve the level of marketing services. First of all, this paper gives priority to the development of OTC cold medicine market and the lack of comparative research on the marketing effect of pharmaceutical enterprises. Then it summarizes the theoretical basis from the research of the evaluation system of the marketing effect of each scholar, finds the theoretical model from literature such as the structure model of marketing performance evaluation, and forms the research content, research model and research hypothesis of this paper combined with the practical issues. This paper is divided into three studies to compare the marketing effects of the two drugs: the first is the comparison of the network data of the two drugs, to explore the marketing effects of the sales volume and the relative recognized quality of the two drugs. The second study is the comparison