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| 倍他乐克营销策略分析
摘 要
随着国民经济的快速发展，人们生活质量提升的同时，高血压等心脑血管疾病也在不断困扰着人民群众，严重影响了人们的身体健康。综合人口老龄化，家族遗传，基因问题等因素，我国心脑血管疾病患者激增。高血压药品已经成为医药市场的一线用药，各大公司竞争激烈，纷纷加大降压药品的研发和市场投入，志在占领更多的市场份额。
倍他乐克（美托洛尔缓释片）自1975年首次在欧洲上市，后进入中国市场，广泛应用于高血压，冠心病，心律失常等治疗。随着剂型的进步和不同类型降压药的出现，以及国家新医保目录，城市带量采购和两票制等政策的实施，倍他乐克销售市场面临严峻的挑战。如何稳固市场并做好营销推广工作是阿斯利康目前不得不考虑的问题。
本文研究倍他乐克的市场营销策略，采用了文献资料法等研究方法，通过查询和阅读降压药相关的期刊资料，结合自己在阿斯利康暑期实习的经验来构建知识体系。通过对倍他乐克的SWOT分析，归纳出倍他乐克与竞品之间的优势，劣势，威胁和机遇，再结合现行的医药政策环境，总结出倍他乐克在中国市场的营销策略。
关键词：高血压，倍他乐克，营销策略，中国市场
ABSTRACT
With the rapid development of the national economy and the improvement of people'squality of life, high snow pressure and other cardiovascular and cerebrovasculardiseases are constantly troubling the people, seriously affecting people's health. Combined with the aging population, family genetics, genetic problems and other factors,the number of patients with cardiovascular and cerebrovascular diseases is increasing rapidly in China. Hypertension drugs have become the first-line drugs in the pharmaceutical market.With fierce competition, major companies have increased R & D and market investment in antihypertensive drugs, aiming to occupy more market share.
Betaloc (metoprolol sustained release tablets) was first listed in Europe in 1975, and then entered the Chinese market. It is widely used in the treatment of hypertension, coronary heart disease, arrhythmia and so on.With the progress of dosage forms and the emergence of different types of antihypertensive drugs, as well as the implementation of the new national medical insurance catalog,urban procurement with quantity and two ticket system, the sales market of Betaloc is facing severe challenges. How to stabilize the market and do a good job in marketing promotion is a problem that AstraZeneca has to consider at present.
This paper studies the marketing strategy of Betaloc,using the literature method and other research methods, through the query and reading of antihypertensive drugs related journals, combined with their own summer internship experience in AstraZeneca to build a knowledge system. Through the SWOT analysis of Betaloc, the advantages, disadvantages,threats and opportunities between betaloc and competitive products are summarized. Combined with the current medical policy environment,the marketing strategy of Betaloc in Hefei market is summarized.
Keyword：Hypertension, Betaloc, marketing strategy, China market
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