HS公司兽药原料药市场营销策略研究
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摘要
HS公司经过十年的长足发展已经在兽药行业内享有一定的知名度，凭借兽药原料药氟苯尼考等原料药和水溶氟苯尼考等各种制剂等得到了较大的发展。目前兽药原料药行业正经历着全球经济疲软，相同重复建设，供需不平衡等多重压力。有许多挑战摆在我们面前：如何稳固和扩大已有的优势；如何降低企业的成本，提高竞争优势；如何避免价格战，生产差异化产品；如何提高客户的忠诚度，促进客户的再次购买；建立符合市场规律的营销策略，进而巩固和扩大市场占有率，增强企业的竞争力，提高企业的利润。这是本文的研究目的。全文正文分为四个部分：
（1）问题的提出和意义，以及解决的思路和方法。
（2）介绍营销策略中的分析工具并对HS公司兽药原料药的内外环境进行综合分析。本章节为全文的铺垫篇，通过对HS公司进行SWOT分析和波特五力模型分析，寻找出HS公司在兽药原料药上的优势和短板，并寻找出相应的资源。
（3）HS公司兽药原料药的营销策略。首先对兽药行业的现状和市场情况进行分析总结，并结合对兽药行业客户的心理分析，找出适当有效的营销策略。通过产品生命周期对兽药原料药氟苯尼考进行界定，进而对氟苯尼考等原料药运用STP理论进行市场定位，提升自身实力，控制成本。并以此为基础，生产有针对性的差异化产品，占领客户心智，进而增强对客户的粘着力，提升品牌知名度，获取高额利润。其次，选取了行之有效的营销策略，包括：圈子营销，榜样营销及口碑营销。同时还添加了在市场价格波动情况下如何去拓展新客户的方法。根据客户心理和“份额瓶颈”理论抢占竞争对手的份额。拓展自己的市场份额。再则，原料药的销售是持续性的，因此产品对客户的粘着力十分重要，建立行之有效的产品策略，品牌策略和沟通策略，增强对客户的粘着力，进而提升HS的知名度。
（4）HS公司兽药原料药营销策略的保障措施。本章节主要在为以上各章节做后盾支持。本章首先从销售组织结构来保障销售的及时性，且更贴近市场，并且在组织结构上保障销售不同产品的销售队伍的专业性。其次，从销售控制上保障销售目标和销售利润，并且要做好效率控制，内部促进销售人员效率，外部管促进渠道商效率。再则，从营销队伍的建立上，先挑选队伍人员，再管理培训，而且要锻造销售人员执行力。
本文的主要贡献在于通过SWOT,波特五力模型等工具对HS公司进行综合分并根据兽药市场特有的情况，在进一步分析客户的心理因素。得出针对性的营销策略。采用差异化，有黏着性的产品提高客户忠诚度与满意度，占据客户心智。扩大市场份额，获取超额利润。并提升企业的品牌知名度。
HS Company, after10years of rapid development, has enjoyed a certain popularity inthe veterinary industry, by virtue of florfenicol and water soluble florfenicol. With a weakglobal economy, the multiple pressures of redundant competitors, supply and demandimbalance, there are many challenges in front of HS: how to stabilize and expand theexisting advantages; how to reduce the cost and improve competitive advantage; how toavoid a price war, the production of differentiated products; how to improve customerloyalty promote customer buy again; HS should establish a marketing strategy in line withthe laws of the market, thereby strengthen and expand market share, and enhance thecompetitiveness of enterprises, and increase profits. This is the purpose of this paper. Thefull text of the body is divided into four parts:
Part I, Profounding the questions, then analysising them, next reasching ideas andmethod.
Part II, Introducing analysis tools of marketing strategy and HS company's veterinaryAPI internal and external environment. This part is the full text of bedding articles,throughHS SWOT analysis，Porter's five forces model analysis and definition of the product lifecycle of florfenicol, HS needs to find a way for avoiding cut throat competition. Under theprice war time. Therefore, the product positioning is particularly important. MarketPositioning, through STP theory, is inclined to achieve sustained development.
Part III, HS Veterinary API marketing strategy. This part is starting from the macroperspective of marketing, with emphasizing the improvement of own strength, andcontrolling the costs. As a basis for the analysis of real market demand, producing targeteddifferentiated products adheres customers, enhances brand awareness, and gets high profits.moreover, HS outstands product differentiation, based on the analysis of veterinarychannels and customer intelligence, escapes the strange trap of cut throat competition, andselects an effective marketing strategy, including: the circle marketing, role models marketing and word of mouth marketing. Meanwhile,fluctuations in price, is the good timefor obtaining customers, of the market. According to customer psychology and the theoryof "sales bottleneck", HS should seize a share of the competitors, expand market share.Furthermore,wishing the continuing sales, the adhesion of products to customers is veryimportant to establish an effective sales strategy and product strategy, enhancing adhesionof the customers, and thus advancing the brand awareness.
Part IV, HS company adopts safeguards for marketing strategy. This part is mainlybacked support for the above parts. First, the structure of the sales organization will protectthe promptly sales and close to the market and the professionalism of sales team, whichsell different products, Second, sales system is the chief method for sales goals andprofits, and HS should get ready to control efficiency, including internal sales personnelefficiency, external channels of distribution efficiency. Furthermore, with regard toestablishment of the sales team, the first is to select salesman, the second is to train them.And third is to forge the implementation of the sales staff.
The main contribution of this paper is provide sales tragedy for HS，through SWOT,Porter's five forces model tool and so forth. Further according to the the specific veterinaryChannels of distribution and the psychological factors of the customer. HS plans to marketstrategies in the regard. Using of differentiation, adhesion products to increase customerloyalty and satisfaction. Expanding the market share, gaining excess profits, andenhancing the brand awareness.
（1）问题的提出和意义，以及解决的思路和方法。
（2）介绍营销策略中的分析工具并对HS公司兽药原料药的内外环境进行综合分析。本章节为全文的铺垫篇，通过对HS公司进行SWOT分析和波特五力模型分析，寻找出HS公司在兽药原料药上的优势和短板，并寻找出相应的资源。
（3）HS公司兽药原料药的营销策略。首先对兽药行业的现状和市场情况进行分析总结，并结合对兽药行业客户的心理分析，找出适当有效的营销策略。通过产品生命周期对兽药原料药氟苯尼考进行界定，进而对氟苯尼考等原料药运用STP理论进行市场定位，提升自身实力，控制成本。并以此为基础，生产有针对性的差异化产品，占领客户心智，进而增强对客户的粘着力，提升品牌知名度，获取高额利润。其次，选取了行之有效的营销策略，包括：圈子营销，榜样营销及口碑营销。同时还添加了在市场价格波动情况下如何去拓展新客户的方法。根据客户心理和“份额瓶颈”理论抢占竞争对手的份额。拓展自己的市场份额。再则，原料药的销售是持续性的，因此产品对客户的粘着力十分重要，建立行之有效的产品策略，品牌策略和沟通策略，增强对客户的粘着力，进而提升HS的知名度。
（4）HS公司兽药原料药营销策略的保障措施。本章节主要在为以上各章节做后盾支持。本章首先从销售组织结构来保障销售的及时性，且更贴近市场，并且在组织结构上保障销售不同产品的销售队伍的专业性。其次，从销售控制上保障销售目标和销售利润，并且要做好效率控制，内部促进销售人员效率，外部管促进渠道商效率。再则，从营销队伍的建立上，先挑选队伍人员，再管理培训，而且要锻造销售人员执行力。
本文的主要贡献在于通过SWOT,波特五力模型等工具对HS公司进行综合分并根据兽药市场特有的情况，在进一步分析客户的心理因素。得出针对性的营销策略。采用差异化，有黏着性的产品提高客户忠诚度与满意度，占据客户心智。扩大市场份额，获取超额利润。并提升企业的品牌知名度。
HS Company, after10years of rapid development, has enjoyed a certain popularity inthe veterinary industry, by virtue of florfenicol and water soluble florfenicol. With a weakglobal economy, the multiple pressures of redundant competitors, supply and demandimbalance, there are many challenges in front of HS: how to stabilize and expand theexisting advantages; how to reduce the cost and improve competitive advantage; how toavoid a price war, the production of differentiated products; how to improve customerloyalty promote customer buy again; HS should establish a marketing strategy in line withthe laws of the market, thereby strengthen and expand market share, and enhance thecompetitiveness of enterprises, and increase profits. This is the purpose of this paper. Thefull text of the body is divided into four parts:
Part I, Profounding the questions, then analysising them, next reasching ideas andmethod.
Part II, Introducing analysis tools of marketing strategy and HS company's veterinaryAPI internal and external environment. This part is the full text of bedding articles,throughHS SWOT analysis，Porter's five forces model analysis and definition of the product lifecycle of florfenicol, HS needs to find a way for avoiding cut throat competition. Under theprice war time. Therefore, the product positioning is particularly important. MarketPositioning, through STP theory, is inclined to achieve sustained development.
Part III, HS Veterinary API marketing strategy. This part is starting from the macroperspective of marketing, with emphasizing the improvement of own strength, andcontrolling the costs. As a basis for the analysis of real market demand, producing targeteddifferentiated products adheres customers, enhances brand awareness, and gets high profits.moreover, HS outstands product differentiation, based on the analysis of veterinarychannels and customer intelligence, escapes the strange trap of cut throat competition, andselects an effective marketing strategy, including: the circle marketing, role models marketing and word of mouth marketing. Meanwhile,fluctuations in price, is the good timefor obtaining customers, of the market. According to customer psychology and the theoryof "sales bottleneck", HS should seize a share of the competitors, expand market share.Furthermore,wishing the continuing sales, the adhesion of products to customers is veryimportant to establish an effective sales strategy and product strategy, enhancing adhesionof the customers, and thus advancing the brand awareness.
Part IV, HS company adopts safeguards for marketing strategy. This part is mainlybacked support for the above parts. First, the structure of the sales organization will protectthe promptly sales and close to the market and the professionalism of sales team, whichsell different products, Second, sales system is the chief method for sales goals andprofits, and HS should get ready to control efficiency, including internal sales personnelefficiency, external channels of distribution efficiency. Furthermore, with regard toestablishment of the sales team, the first is to select salesman, the second is to train them.And third is to forge the implementation of the sales staff.
The main contribution of this paper is provide sales tragedy for HS，through SWOT,Porter's five forces model tool and so forth. Further according to the the specific veterinaryChannels of distribution and the psychological factors of the customer. HS plans to marketstrategies in the regard. Using of differentiation, adhesion products to increase customerloyalty and satisfaction. Expanding the market share, gaining excess profits, andenhancing the brand awareness.
引文
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[2]马义爽.消费心理学[M].第二版北京：北京经济学院出版社，1997：77.
[3]（英）彼得·多伊尔.营销战略与管理[M]. Marketing management and strategy.北京：北京邮电出版社2006，
[4]詹姆斯·H·迈尔斯著.王伟译市场细分与定位高效的战略营销策略决策方法.北京：电子工业出版社，1999，
[5]张多中著.市场定位方略.广州：广东经济出版社，1999：1-20
[6]黄建军编著. STP营销市场细分、目标市场选择与市场定位.北京：中国人民出版社，1998：165-174
[7] Roger J. Best著. Market-based management: Strategies for growing customervalue and profitability.营销管理:提升顾客价值和利润增长的战略.北京：北京大学出版社,2006
[8] Janice Maclennan著.药品品牌营销策划.上海：上海交通大学,2009
[9]（美）森古普塔著.品牌定位如何提高品牌竞争力.北京:中国长安出版社，2009
[10]王慧.中小企业国际市场营销策略研究.消费导刊，2010（2）:11-13
[11]詹姆斯R.麦圭根,李国津,管理经济学[M],北京：机械工业出版社，2006.1
[12]菲利普.科特勒,科特勒谈营销[M],浙江人民出版社,2002.10
[13]万力,名牌营销策划[M],人民大学出版社,1997.12
[14]郭立新,中国企业八大病症剖析[J],销售与市场,2002.12
[15]刘学彬,2008年兽药市场分析.兽药市场指南,2005.22
[16]汪波，我国生物制药行业投资机会分析[D]，同济大学硕士学位论文，2006
[17]高云天，日本企业的营销[M]，企业管理出版社，1999.1
[18]徐佳楠.新形势下化工产品营销策略探析[J].科技创新导报，2012.15：188
[19]梁博，李颖超.石油化工产品的营销策略分析[J].现代经济信息，2012.21：241
[20]王彩霞.品牌忠诚:化工产品营销的选择[J].山西财经大学学报，2010.S1：126-127
[21]穆小红.浅谈化工产品的网络市场营销[J].中小企业管理与科技（下旬刊），2010.9:188
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