国内图书分类号：C935 国际图书分类号：338学校代码：10213 密级：公开高级管理人员工商管理硕士学位论文哈药集团生物工程有限公司 市场营销策略研究硕 士 研究生：郑立运导师：田也壮教授申 请所 在答 辩学 位：高级管理人员工商管理硕士单 位：哈药集团生物工程有限公司日 期：2013 年 6 月授予学位单位：哈尔滨工业大学Classified Index:C935U.D.C.:338A Dissertation for the Degree of EMBASTUDY ON THE DEVELOPMENT STRATEGY OF SUNSHINE FOREIGN LANGUAGE SCHOOL IN MUDANJIAN CITYCandidate： Supervisor：Zheng Liyun Prof. Tian YezhuangAcademic Degree Applied for： EMBAAffiliation：Date of Defense：Degree- Offering- Institution：Harbin CompanyJune, 2013Harbin Institute of Technology哈尔滨工业大学高级管理人员工商管理硕士学位论文摘 要生物制药产业是世界各国重点扶持的新兴技术产业，预计到 2020 年将成 为世界经济新的增长点，其发展规模和速度居于其他行业之首。在生物制药领域处于领先水平的美国，大型生物制药企业由 1971 年的第一家，发展到2012 年的 1000 多家。我国经过 20 几年的发展，规模型生物制药企业达到了200 多家，中国生物制药产业 2012 年实现工业总产值 1200 多亿元，总产值和销售收入每年均以 20%的速度增长，远远高于其他行业的发展速度。面对如此巨大的市场机遇，国内外企业纷纷抢滩中国生物制药市场，尤其是以美国为首的外资企业，以其雄厚的资金、高精尖的技术和先进的管理，迅速占领中国的生物制药市场，导致市场竞争进一步加剧。哈药集团生物工程有限公司是以哈药集团为依托，成立不到二十年的一家国营背景的股份制企业。企业原有的营销策略已经不适应目前中国生物制药市场的竞争环境，知己知彼，才能百战不败，哈药集团生物工程有限公司必须清晰掌握自身所处的外部环境，同时根据自身的条件，调整原有的营销策略，扩大市场份额，在激烈的市场竞争中立于不败之地。本文首先介绍了市场营销理论的国内外研究现状，接着对企业所处的宏观环境、行业环境和内部环境进行了深入的分析，然后对企业目前的营销现状进行阐述，并对存在的问题及成因进行分析，在此基础上有针对性的提出了哈药集团生物工程公司的营销策略调整，最后提出了保障措施。在论文的撰写过程中，进行了大量的实际调研和数据分析，研究了大量的中外的营销理论，运用了可以直观了解的图表等，对哈药集团生物工程有限公司公司的营销策略的制定、完善和实施保障提出了自己的见解，相信本文不但对本公司的发展有参考价值，而且对同行业和其他行业的企业也有一定的借鉴。关键词：生物制药；营销现状；渠道策略-I-哈尔滨工业大学高级管理人员工商管理硕士学位论文AbstractThebiopharmceuticsindustryisanemergingtechnologyindustry vigorously supported by government all over the world. It has been predicted thatbiopharmceutics industry will become the new economic growth point of theworld in 2020. And the scale and speed of its development will be the top amongall industries. Biopharmceutics industry in the United States has been in aleading position. In 1971, the United States just had only one largebiopharmaceutical company. But with the development, it had more than 1,000ones in 2012. With development for 20 years, amount of biopharmceuticsenterprises reached more than 200 in our country. In 2012, output value ofbiopharmceutics industry reached to 400 billion yuan in China. Furthermore, thevalue and sale income is increasing at a rate of 20% per year, which is far higherthan other industries. Faced so much market opportunities, domestic and foreigncompanies have vied for Chinese biopharmceutics market, especially the US-ledforeign enterprises. With their abundant capital, sophisticated technology andadvanced management, Chinese biopharmceutics market has been occupied bythese foreign enterprises, resulting in a more intense competition in the market.Harbin Pharmaceutical Group biological engineering company is astate-owned joint-stock company which is established less than 20 years andincluded in Harbin Pharmaceutical Group. The original marketing strategies nolonger adapted to changes of pharmaceutical market competition environment inChina. It is said that if you know yourself and your enemy, youll never lose abattle. Corporate executives must clearly analyze external environment, andaccording to their own conditions, adjust the original marketing strategies toexpand market share. Finally, it is possible to make the company in an invincibleposition during the fierce market competition.This paper first introduces the current research situation of the domestic andinternational marketing theory. Then it is showed a deep analysis of the macroenvironment, industry environment and internal environment which the companyis included in. Furthermore, it elucidates the current marketing situation andreasons for various problems in company. On this basis, it presents a marketing- II -哈尔滨工业大学高级管理人员工商管理硕士学位论文strategy adjustment plan and the measures for Harbin Pharmaceutical Group biological engineering company. Large number of practical investigations, dataanalysis and search among domestic and international marketing theory areadopted in the preparation of this paper. And the research results are showed byhistograms, charts and other easily understood forms. Most importantly, thispaper presents his own ideas about marketing strategy development, improve andimplementation for Harbin Pharmaceutical Group biological engineeringcompany. It is believed that this research not only benefits for the developmentof the company, but also has some certain reference value for the same industryand other industry enterprises.Keywords: biopharmceutics, marketing situation, channel strategy.- III -哈尔滨工业大学高级管理人员工商管理硕士学位论文目 录摘 要 .IAbstract. II第 1 章 绪论 . 11.1 问题的提出 .11.1.1 研究的背景 .