本科论文摘 要随着人们对健康追求提高，医药行业也在人们的需求下不断改革与发展。其中，针对性很强的儿童药行业的发展也是日新月异。近年来政府也更加关注儿童药行业，出台诸多利好政策以促进行业发展。虽然当前我国儿童药市场规模不断扩大，但儿童药仍处于紧缺状态，所以对于一些企业来说进行儿童药市场的开拓无疑是一种机遇，也是一种挑战。儿童药行业的发展除了需要较强的实力也离不开有效的营销。其中，葵花药业儿童药一度在市场上占据领先位置就与其发展过程中的营销优势有莫大的关系，所以本文以葵花药业儿童药作为研究对象，参考查阅了大量文献资料，通过运用 PESTLE 分析、SWOT 分析、波特五力模型、4P 理论等方法对葵花药业儿童药从营销环境、现状以及营销问题等方面进行深入的研究以及分析，并给出了优化建议。研究结论表明，儿童药行业发展前景光明，但是营销仍面临挑战性问题，如果葵花药业儿童药想继续在行业市场中占据领先位置，就必须针对现有模式进行改善，尤其是重点针对产品、价格、渠道、促销这几方面的不足进行完善。希望本文的研究成果对于葵花药业儿童药营销策略的优化可以起到积极的作用，同时也可以给市场相关行业企业的营销活动提供借鉴思路。关键词：儿童药行业；营销策略；葵花药业儿童药本科论文AbstractWith the improvement of people's pursuit of health, the pharmaceutical industry is also in constant reform and development under the demand of people. Among them, the development of children's medicine industry with strong pertinence is also changing with each passing day. In recent years, the government has also paid more attention to the children's medicine industry and issued many favorable policies to promote the development of the industry. Although the scale of children's drug market in China is constantly expanding, children's drugs are still in short supply, so it is undoubtedly an opportunity and a challenge for some enterprises to explore the children's drug market.The development of children's medicine industry needs strong strength and effective marketing. Among them, sunflower pharmaceutical c...
