基本医药产品和医药制剂制造行业的市场营销管理 cmc.cn

摘要

随着国家组织药品集中带量采购（以下简称“带量采购”）进入常态化制度化阶段，中国医药制造业的市场营销环境发生了根本性变革。截至2026年第十一批集采落地，累计覆盖429种药品，平均降价幅度超过50%，节约医保资金超5000亿元。带量采购政策通过“以量换价”机制，重塑了药品价格体系，压缩了传统仿制药的利润空间，并对制药企业的产品策略、定价逻辑、渠道结构和促销模式产生了深远冲击。本文基于政府采购理论、市场失灵理论及营销管理理论，深入分析了医药制造行业在政策影响下面临的核心营销问题：利润空间急剧压缩、医院主渠道受阻、传统促销模式失效以及产品结构转型压力。在此基础上，本文提出了全渠道营销优化的系统解决方案，构建了涵盖院内院外协同、数字化营销、差异化产品布局的整合策略。最后，结合跨国药企（P公司）与本土头部企业（H公司、J公司）的实践案例，佐证了策略的可行性与有效性，旨在为医药制造企业在带量采购背景下的可持续发展提供战略参考。

关键词：带量采购；医药制造；市场营销；全渠道营销；营销策略优化；第十一批集采

With the normalization andinstitutionalization of the national organized pharmaceutical volume-basedprocurement (hereinafter referred to as "VBP"), the marketingenvironment of China's pharmaceutical manufacturing industry has undergonefundamental changes. As of the implementation of the 11th batch of VBP in 2026,a total of 429 drug varieties have been covered, with an average pricereduction of over 50%, saving more than 500 billion yuan in medical insurancefunds. The VBP policy has reshaped the drug pricing system through the"volume-for-price" mechanism, compressed the profit margins oftraditional generic drugs, and profoundly impacted the product strategies,pricing logic, channel structures, and promotion models of pharmaceuticalenterprises. Based on government procurement theory, market failure theory, andmarketing management theory, this paper deeply analyzes the core marketingproblems faced by the pharmaceutical manufacturing industry under policyinfluence: sharp profit compression, obstruction of main hospital channels,failure of traditional promotion models, and pressure for product structuretransformation. On this basis, this paper proposes a systematic solution foromni-channel marketing optimization, constructing an integrated strategy coveringhospital-outpatient collaboration, digital marketing, and differentiatedproduct layout. Finally, combined with practical cases of multinationalenterprises (Company P) and local leading enterprises (Company H, Company J),the feasibility and effectiveness of the strategy are verified, aiming toprovide strategic references for the sustainable development of pharmaceuticalmanufacturing enterprises under the background of VBP.

Key words: Volume-based Procurement; PharmaceuticalManufacturing; Marketing Management; Omni-channel Marketing; Marketing StrategyOptimization; The 11th Batch of VBP

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