－一－ 摘 要奇正藏药公司作为现代藏药龙头企业，以奇正消痛贴膏为主打特色闻名于世。公司在主要产品及功能、价格策略、营销渠道策略和促销策略几方面都有独到之处。不过，贴膏剂营业额比重过大、营销渠道覆盖面偏低和高级管理层营销理念滞后是营销的隐患，为此，本文提出实施实施“一超两强兼顾其他”的组合销售策略、渠道下沉和西部城市开拓是营销重中之重和优化公司决策人员体系三大针对性措施。关键词：奇 正 藏 药 ； 营 销 策 略 ； 研 究－二－ AbstractQizheng Tibetan Medicine Company is a leading enterprise in modern Tibetan medicine, and is famous for its Qizheng Xiaotong plaster. The company is unique in its main products and functions, price strategy, marketing channel strategy and promotion strategy. However, the excessive proportion of plaster turnover, the low coverage of marketing channels and the lagging of marketing concepts of senior management are the hidden dangers of marketing. The development of Shenhe's western cities is the top priority of marketing and the three targeted measures to optimize the company's decision-making personnel system.Key words ：Qizheng Tibetan Medicine; marketing strategy; research－三－ 目录1 引 言 ............................................................１2文 献 综 述 .......................................................１2.1研 究 背 景 ....................................................１2.2研 究 意 义 ....................................................22.1.1理 论 价 值 ....................................................22.1.2现 实 意 义 ....................................................22.3 国 内 外 研 究 现 状 ............................................32.3.1国 外 研 究 现 状 ...............................................32.3.2国 内 研 究 现 状 ...............................................52.3.3研 究 评 述 ....................................................73奇 正 药 业 公...
