医药行业市场营销策略优化——以真奥药业集团为例
Optimization of Marketing Strategies in the Pharmaceutical Industry—A Case Study of Zhen’ao Pharmaceutical Group

当前，中国经济持续高速发展，带动了居民的生活质量和可支配收入稳步提升，健康意识日益增强，人们在医药消费上的能力和需求同步增长。对于医药公司来说，这既是发展的良机，也带来了严峻的挑战，预示着未来的市场竞争将更为激烈，特别是营销领域的较量。因此，医药企业正加大营销力度，追求更高的营销效率，以优化策略提升产品市场竞争力，并积极探索更具针对性的新营销模式。本论文选取真奥药业集团为研究实例，深入剖析其市场营销中的问题和特点，对其进行详尽研究，并提出切实可行且独具特色的营销策略建议及保障措施。根据研究结果，对真奥药业集团的营销战略进行系统总结。
Currently, China’s rapidly developing economy has led to a steady improvement in residents’ quality of life and disposable income, alongside a growing awareness of health. This has increased both the capability and demand for pharmaceutical consumption. For pharmaceutical companies, this presents both opportunities and significant challenges, indicating more intense future market competition, especially in the marketing domain. Consequently, pharmaceutical enterprises are intensifying their marketing efforts, striving for higher marketing efficiency, optimizing strategies to enhance product market competitiveness, and actively exploring more targeted new marketing models. This paper selects Zhen’ao Pharmaceutical Group as a case study, thoroughly analyzing its marketing problems and characteristics. It provides detailed research and proposes practical and unique marketing strategy suggestions and safeguard measures. Based on the research findings, the paper systematically summarizes the marketing strategies for Zhen’ao Pharmaceutical Group.