医药类商品的市场营销策略及优化研究——以抗抑郁药来士普为例

Research on Marketing Strategy and Optimization of Pharmaceutical Products--Taking the Antidepressant Lexapro as an Example

随着我国医疗水平的不断提升,社会医疗观念的进步,人们更加关注心理健康领域,对抑郁症的诊断和治疗更加积极。本文通过分析抗抑郁药市场宏观环境分析、业内外部环境分析、市场定位理论、营销组合理论等进行综合论述,以来士普作为研究对象,针对目前来士普的营销现状制定相应的营销优化策略。

With the continuous improvement of China's medical standards and the advancement of social medical concepts,people are paying more attention to the field of mental health and are more active in the diagnosis and treatment of depression.This article comprehensively discusses the macro-environment of the antidepressant market,the external environment of the industry,the market positioning theory,and the marketing mix theory.In this paper,Lexapro is taken as the research object,and the corresponding marketing optimization strategy is formulated according to its current marketing situation.