項(xiàng)目三Program醫(yī)藥營(yíng)銷(xiāo)環(huán)境分析PharmaceuticalMarketingEnviron

項(xiàng)目三Program3醫(yī)藥營(yíng)銷(xiāo)環(huán)境分析PharmaceuticalMarketingEnvironmentAnalysis思維導(dǎo)圖MindMap學(xué)習(xí)目標(biāo)LearningObjectives掌握Master醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)環(huán)境的含義Meaningofpharmaceuticalmarketingenvironment醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)宏觀環(huán)境Pharmaceuticalmarketingmacro-environment微觀環(huán)境以及消費(fèi)者購(gòu)買(mǎi)行為對(duì)市場(chǎng)營(yíng)銷(xiāo)活動(dòng)的影響Theinfluenceofmicro-environmentandconsumerpurchasebehavioronmarketingactivities學(xué)習(xí)目標(biāo)LearningObjectives了解醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)環(huán)境的特點(diǎn)及市場(chǎng)營(yíng)銷(xiāo)環(huán)境分析的意義，消費(fèi)者的購(gòu)買(mǎi)模式和決策過(guò)程為后續(xù)學(xué)習(xí)奠定基礎(chǔ)。Knowthecharacteristicsofpharmaceuticalmarketingenvironmentandthesignificanceofmarketingenvironmentanalysis,consumers'purchasingpatternsanddecision-makingprocess,tolayafoundationforfollow-uplearning.熟悉醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)環(huán)境的分析方法。Befamiliarwithanalysismethodsofpharmaceuticalmarketingenvironment.目錄ContentsCONTENTS醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)宏觀環(huán)境1.PharmaceuticalMarketingMacro-environment2.醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)微觀環(huán)境2.PharmaceuticalMarketingMicro-environment3.醫(yī)藥消費(fèi)者分析3.PharmaceuticalConsumerAnalysis4.醫(yī)藥營(yíng)銷(xiāo)環(huán)境SWOT分析4.PharmaceuticalMarketingEnvironmentSWOTAnalysis5.醫(yī)藥組織市場(chǎng)購(gòu)買(mǎi)行為分析5.PharmaceuticalOrganizationMarketPurchaseBehaviorAnalysis任務(wù)四醫(yī)藥營(yíng)銷(xiāo)環(huán)境SWOT分析Task4PharmaceuticalMarketingEnvironmentSWOTAnalysisSWOT分析，就是將與研究對(duì)象密切相關(guān)的各種主要內(nèi)部環(huán)境優(yōu)勢(shì)因素（Strengths）和劣勢(shì)因素（Weaknesses）、外部環(huán)境機(jī)會(huì)因素（Opportunities）和威脅因素（Threats），依據(jù)一定的次序，按矩陣形式列起來(lái)，形成環(huán)境分析矩陣。SWOTanalysisistolistallkindsofinternalstrengthsandweaknessesandexternalopportunitiesandthreatscloselyrelatedtotheresearchobjectinmatrixformaccordingtoacertainorder,forminganenvironmentanalysismatrix.

SWOT分析SWOTAnalysisTHREATS威脅WEAKNESSES劣勢(shì)OPPORTUNITIES機(jī)會(huì)STRENGTHS

優(yōu)勢(shì)04030201SWOT分析矩陣SWOTAnalysisMatrix內(nèi)在優(yōu)勢(shì)（S）Intrinsicstrengths(S)技術(shù)技能優(yōu)勢(shì)Technicalskills有形資產(chǎn)優(yōu)勢(shì)Tangibleassets無(wú)形資產(chǎn)優(yōu)勢(shì)Intangibleassets人力資源優(yōu)勢(shì)Humanresource組織體系優(yōu)勢(shì)Organizationalsystem競(jìng)爭(zhēng)能力優(yōu)勢(shì)CompetitivecapacitySWOT分析矩陣---SSWOTAnalysisMatrix---S缺乏具有競(jìng)爭(zhēng)意義的技能技術(shù)

Lackofcompetitiveskillsandtechniques缺乏有競(jìng)爭(zhēng)力的有形資產(chǎn)、無(wú)形資產(chǎn)、人力資源、組織資產(chǎn)。Lackofcompetitivetangibleassets,intangibleassets,humanresourcesandorganizationalassets內(nèi)在劣勢(shì)（W）Inherentweaknesses(W)SWOT分析矩陣---WSWOTAnalysisMatrix---W外在機(jī)會(huì)(O)Externalopportunities(O)客戶(hù)群的擴(kuò)大趨勢(shì)或產(chǎn)品細(xì)分市場(chǎng)Customerbaseexpansionorproductmarketsegmenting前向或后向整合

Forwardorbackwardintegration獲得購(gòu)并競(jìng)爭(zhēng)對(duì)手的能力Acquisitionoftheabilitytoacquirecompetitors出現(xiàn)向其他地理區(qū)域擴(kuò)張，擴(kuò)大市場(chǎng)份額的機(jī)會(huì)Appearanceofopportunitiestoexpandintoothergeographicareasandgainmarketshare技能技術(shù)向新產(chǎn)品新業(yè)務(wù)轉(zhuǎn)移，為更大客戶(hù)群服務(wù)Skillsandtechniquesshiftingtonewproductsandnewbusinesssoastoservealargercustomerbase市場(chǎng)進(jìn)入壁壘降低Lowerbarrierstomarketentry市場(chǎng)需求增長(zhǎng)強(qiáng)勁，可快速擴(kuò)張Strongmarketdemandgrowth,beingabletoachieverapidexpansionSWOT分析矩陣—OSWOTAnalysisMatrix--O外在威脅(T)Externalthreats(T)替代品搶占公司銷(xiāo)售額

Substituteseatintothecompany'ssales出現(xiàn)將進(jìn)入市場(chǎng)的強(qiáng)大的新競(jìng)爭(zhēng)對(duì)手

Appearanceofpowerfulnewcompetitorsthatwillenterthemarket容易受到經(jīng)濟(jì)蕭條和業(yè)務(wù)周期的沖擊Vulnerabletoeconomicdepressionandbusinesscycle市場(chǎng)需求減少

ReducedmarketdemandSWOT分析矩陣—TSWOTAnalysisMatrix--T外在威脅(T)Externalthreats(T)人口特征，社會(huì)消費(fèi)方式的不利變動(dòng)

Demographiccharacteristics,andadversechangesinsocialconsumptionpatterns匯率和外貿(mào)政策的不利變動(dòng)Adversechangesinexchangeratesandforeigntradepolicies匯率和外貿(mào)政策的不利變動(dòng)

Adversechangesinexchangeratesandforeigntradepolicies主要產(chǎn)品市場(chǎng)增長(zhǎng)率下降

DeclinedmarketgrowthrateofmainproductsSWOT分析矩陣—TSWOTAnalysisMatrix--TSWOT分析法SWOTanalysismethodWeaknessW劣勢(shì)S優(yōu)勢(shì)StrengthO機(jī)會(huì)OpportunityT威脅

Threaten微觀環(huán)境Micro-environment宏觀環(huán)境Macro-environmentSWOT分析SWOTAnalysis市場(chǎng)競(jìng)爭(zhēng)環(huán)境分析Analysisofmarketcompetitionenvironment外部因素Externalfactors內(nèi)部因素Internalfactors市場(chǎng)機(jī)會(huì)Marketopportunity市場(chǎng)挑戰(zhàn)Marketchallenge自身優(yōu)勢(shì)Ownstrengths自身劣勢(shì)Ownweaknesses競(jìng)爭(zhēng)力的SWOT分析表SWOTanalysisofcompetitivenessSO策略SOstrategyST策略STstrategyWO策略WOstrategyWT策略WTstrategySWOT分析法的基本思路BasicThinkingofSWOTAnalysisMethod

內(nèi)部因素Internalfactors外部因素Externalfactors優(yōu)勢(shì)（S）Strengths(S)逐條列出優(yōu)勢(shì)，例如管理、人才、學(xué)科、設(shè)備、科研和信息發(fā)展等方面的優(yōu)勢(shì)Itemizestrengthsinaspectssuchasmanagement,talent,discipline,equipment,scientificresearchandinformationdevelopment劣勢(shì)（W）Weaknesses(W)逐條列出劣勢(shì)，例如管理、人才、學(xué)科、設(shè)備、科研和信息發(fā)展等方面的劣勢(shì)Itemizeweaknessesinaspectssuchasmanagement,talent,discipline,equipment,scientificresearchandinformationdevelopment機(jī)會(huì)（O）Opportunities(O)逐條列出機(jī)會(huì)，例如目前和將來(lái)的政策、經(jīng)濟(jì)、新技術(shù)Itemizeopportunities,suchascurrentandfuturepolicies,economicsandnewtechnologiesSO戰(zhàn)略（擴(kuò)張型戰(zhàn)略）SOstrategy(expansionstrategy)依靠?jī)?yōu)勢(shì)利用機(jī)會(huì)RelyonstrengthsandtakeopportunitiesWO戰(zhàn)略（扭轉(zhuǎn)性戰(zhàn)略）WOstrategy(turnaroundstrategy)利用機(jī)會(huì)克服劣勢(shì)Takeopportunitiesandovercomeweaknesses威脅（T）Threats(T)逐條列出威脅，例如目前和將來(lái)的政策、經(jīng)濟(jì)、新技術(shù)以及印刷市場(chǎng)Itemizethreats,suchascurrentandfuturepolicies,economics,newtechnologies,andprintingmarketST戰(zhàn)略（多元化戰(zhàn)略）STstrategy(diversificationstrategy)利用優(yōu)勢(shì)抵制威脅TakestrengthsandresistthreatsWT戰(zhàn)略（防御型戰(zhàn)略）WTstrategy(defensestrategy)減少劣勢(shì)回避威脅ReduceweaknessesandavoidthreatsSWOT四種組合分析AnalysisofFourSWOTCombinations四種策略選擇比較ComparisonofthefourcombinationsWT對(duì)策是一種最為悲觀的對(duì)策，是處在最困難的情況下不得不采取的對(duì)策。WTstrategyisthemostpessimisticcountermeasure.whichhastobetakenunderthemostdifficultcircumstances.WO對(duì)策和ST對(duì)策是一種苦樂(lè)參半的對(duì)策，是處在一般情況下采取的對(duì)策。WOstrategyandSTstrategyarebittersweetcountermeasures,whichwillbetakenunderordinarycircumstances.SO對(duì)策是一種最理想的對(duì)策，是處在最為順暢的情況下十分樂(lè)于采取的對(duì)策。SOstrategy