基于政策外生变量的营销突破——以上海医药(集团)股份有限公司的营销实践为例

The Marketing Breakthrough Based on Exogenous Policy Variables

政策性关联度大的产业如何适应政策外生变量的调整变化影响,在市场营销上求得突破和改善,上药集团的营销思考和突围路径设计、安排是重要的应对之策,优化营销资源配置,在企业内部投入机制、组织架构、组织方式、协作机制、品牌策略整合等内生功能是关键。

Policy-related degree of industrial policy, how to adapt to changes in exogenous variables affect the adjustment, make breakthroughs in marketing and improvement of the new Shanghai the path of marketing thinking and breakthrough design, arrangements are important to Pharmaceutical Group, address the issue. How to optimize marketing resource allocation and investment mechanism within the Group, organizational structure, organizational manner, coordination mechanisms, brand improvement. strategy integration endogenous function is the key of