诺华公司中国营销策略研究-以络氨酸激酶抑制剂为例

天津大学硕士学位论文

诺华公司中国营销策略研究-以络氨酸激酶抑制剂为例

Novartis China Marketing Strategy-Tyrosine Kinase Inhibitor for Example

学科专业：工商管理

研究生：白杰

指导教师：马向阳副教授

天津大学管理与经济学部

2012年5月

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中文摘要

目前，我国药品营销市场秩序混乱，销售模式局限与费用促销和低级关系营销。费用促销违反国家有关法律法规，不利于培养良好的客户关系和医患关系，同时又不能提高企业的竞争力。诺华公司络氨酸激酶抑制剂的产品投放策略，产品定价策略，学术推广策略，渠道革新策略，品牌塑造策略，无疑为高端肿瘤药物的临床推广提供模板和规范。学习国际一流制药企业营销模式，是目前混乱市场环境下国内企业迫在眉睫的任务；国内制药企业营销模式的转换，不但有利于企业竞争力的提高，还有利于肃清不正当竞争市场环境。

本文采用传统营销4P理论与扎根理论定性研究相结合的方法，通过对络氨酸激酶抑制剂成功案例分析找出学术营销模式下已经发现的元素，并通过进一步探索挖掘发现新元素。扎根理论对资料的分析是按三个步骤进行，依次为开放性译码、主轴译码、选择性译码。开放性译码是对资料的概念化和范畴化，用概念范畴精练准确的反映资料，同时再把精炼出来的概念分类综合；主轴译码是通过运用“因果条件--现象--脉络--中介条件--行动/互动策略--结果”将开放性译码中的得出的各项范畴连接在一起的过程；选择性译码是确定核心范畴，并把核心范畴与其他范畴系统的连接起来，完善各范畴间关系。

本文的创新点，是运用了扎根理论定性研究的方法，对络氨酸激酶抑制剂成功案例进行分析，最终得出结论：机会驱动是关键，自主创新科技领先是前提，学术推广战略合作是竞争优势，品牌塑造是保障；并归纳总结出学术营销模式的结构框架图，为其他药物的推广起到了示范作用。

关键词：扎根理论；学术营销；战略合作；品牌塑造；络氨酸激酶抑制剂

ABSTRACT

At present, China's pharmaceutical marketing market chaos, limitations and costs of promotion of the sales model and low-level relationship marketing. The cost of promotion in violation of relevant state laws and regulations, does not help to develop good customer relationships and doctor-patient relationship, while not improve the competitiveness of enterprises. Novartis tyrosine kinase inhibitor product launch strategy, product pricing strategies, academic promotion strategy, channel innovation strategy, branding strategy, no doubt provide a template for high-end oncology drug clinical and norms.The study of world-class pharmaceutical companies marketing model is the urgent task of domestic enterprises in the current chaotic market environment; the conversion of the domestic pharmaceutical companies marketing model, not only conducive to the improvement of the competitiveness of enterprises, but also help to eliminate unfair competition market environment.

In this paper, the traditional marketing 4P theory and grounded theory qualitative research method of combining elements have been found in the mode of academic marketing analysis to identify the success stories of the tyrosine kinase inhibitor, and by further exploration of discovering new elements.Grounded Theory Analysis of the data is based on three steps, followed by open coding, the axial coding, and selective coding. Open coding is the conceptualization and categorization of information, data, concise and accurate reflection of the scope of the concept and then refined out of the concept of classification; Decoding of the axial through the use of causal conditions - the phenomenon - the context - an intermediary condition - action - interaction strategies - results of the areas obtained in the open coding process of connected together; selective decoding is to determine the core areas, and the connection of the core areas and other areas , improve the relationship between the various areas.

The innovation of this paper is to use a grounded theory qualitative research methods to analyze the success stories of the tyrosine kinase inhibitor, and ultimately concluded that: opportunity to drive is a key, the innovation leader in science and technology is a prerequisite ,academic promote and strategic cooperation is competition advantages and branding is to protect; and summed up summed up the structural framework of the academic marketing model diagram, played an exemplary role for the promotion of other drugs.

Key words：Grounded Theory; Academic Marketing; Strategic Cooperation；

Brand Shaping; Tyrosine Kinase Inhibitor