Hoàn thiện công tác marketing của công ty cổ phần dược hậu giang, nhãn hàng naturenz

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Ọ K OA K Ế - QUẢ U ỊK Ế O U A A DOA A K D A U – U Ọ Ngành QTKD – Marketing ã số ngành: 52340115 Tháng 12/2014 Ọ T K OA K Ế - QUẢ U ỊK DOA Ế MSSV: 4115598 O U A A A K D A U – U Ọ NGÀNH QTKD – Marketing ã số ngành: 52340115 D U A Tháng 12/2014 Ả Ả – h i g i h hi n g n n hi A KẾ E ii g i h hi n g n n hi A QUA ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... g iii i h h 1 U ....................................................................................... 1 DO 1.1 Ọ ..................................................................................... 1 n hi 1.1.1 n 1.1.2 n h họ nghi n à h U 1.2 ................................................................. 1 i n .......................................................................... 1 U ............................................................................. 2 1.2.1 i u chung.................................................................................................. 2 1.2.2 i h .................................................................................................. 2 U 1.3 Ỏ U ................................................................................ 3 U ........................................................... 3 1.4 1.4.1 h i h ng gi n ..................................................................................... 3 1.4.2 h i h i gi n ......................................................................................... 3 1.4.3 ối ng nghi n ....................................................................................... 3 K ẢO 1.5 2 U U 2.1 2.1.1 Kh i U ................................................................................ 3 U ................. 6 .............................................................................................. 6 ing ................................................................................... 6 2.1.1.1 ............................................................................... 6 2.1.1.2 ............................................................................. 7 2.1.1.3 ................................................................ 7 2.1.2 Kh i ing – Mix ........................................................................ 7 2.1.2.1 ........................................................................................................ 8 2.1.2.2 .................................................................................................................. 9 2.1.2.3 i ..................................................................................................... 11 2.1.2.4 ....................................................................................................... 13 2.1.3 h nh PESTEL .......................................................................................... 16 2.1.3.1 ..................................................................................................... 16 2.1.3.2 ...................................................... 16 2.1.4 h nh n ng nh nh i h ............................. 18 2.1.4.1 .................................................................................................... 18 2.1.4.2 ....................................................................... 19 2.1.5 n O ............................................................................................... 20 2.1.5.1 ..................................................................................................... 20 2.1.5.2 ....................................................................................................... 20 iv 2.1.5.3 ....................................................... 21 ố nh h ng n i h hi n h ng ing n ................................................................................................. 22 2.1.6 nhãn hàng 2.1.6.1 ......................................................................................... 22 2.1.6.2 ......................................................................................... 24 2.1.7 h ng h s s nh số ng ối à số ối ...................................... 25 U ................................................................. 25 2.2 2.2.1 h ng h h h 2.2.2 h ng h h n 3 QUA số i ........................................................................ 25 h số i ...................................................................... 26 D U 3.1 3.1.1 D ị h s h nh hành à A nh h U A . 27 A ............................................ 27 i n .................................................. 27 3.1.1.1 ...................................................................................................... 27 3.1.1.2 ........................................................................................................ 27 3.1.1.3 ....................................................................................... 27 3.1.1.4 ..................................................................................... 28 h 3.1.2 3.1.3 nh ................................................................................................. 29 inh nh à ng i h n hối ............................................. 31 3.1.3.1 ..................................................................................... 31 3.1.3.2 .................................................................................... 32 3.1.4 qua h ng hành 33 àD h ã ng nh ng n 315 K h ng inh nh ng h i gi n D h (2011 - 6/2014)........................................................................................................... 33 3.1.1 K h 2018)38 hh ng inh nh ng ng i 4 O A U QUA 4.1 AD Ị A D D h 2015- A K A................................. 40 A .............................. 40 4.1.1 nh h nh h i n à n ố ng ng ngành i hi n n ..................................................................................................................... 40 4.1.2 nh h nh hị ng ng n i nh h ..................................... 41 4.1.2.1 ...................................................................................................... 41 4.1.2.2 .................................................................................................... 42 4.2 QUA 42 U Ả A U v O A Ị 4.3 Ị A U A Ả 4.3.1 hị ng U K U ............................................................................. 43 i 4.3.2 Kh h hàng ........................................................................................ 43 i ...................................................................................... 43 A K A ................................................................................... 43 4.4 A U 4.4.1 hi n ing à D h ã h hi n h nhãn hàng Naturenz .................................................................................................................... 43 4.4.1.1 ............................................................................... 43 4.4.1.2 ......................................................................................... 48 4.4.1.3 .............................................................................. 50 4.4.1.4 ................................................................................ 53 Ả 4.5 A K i 4.5.1 Ế A U O ng ........................ 59 ............................................................................................ 59 4.5.1.1 ............................................................. 59 4.5.1.2 ....................................................................................... 60 4.5.1.3 ..................................................................................... 62 4.5.1.4 .................................................................................. 63 4.5.1.5 ................................................................................... 65 4.5.1.6 .................................................................................... 66 i 4.5.2 ng i ............................................................................................ 66 4.5.2.1 .................................................................................................. 66 4.5.2.2 ............................................................................................... 67 4.5.2.3 ....................................................................................... 68 4.5.2.4 ............................................................................................. 69 4.5.2.5 ........................................................................................ 70 5: Ả A U O A D A K U A O .......... 72 O A A U Ế ..................................................................................................... 72 5.1 KẾ 5.1.1 i nh ...................................................................................................... 72 5.1.2 i .......................................................................................................... 72 5.1.3 5.1.4 5.2 5.2.1 h i ............................................................................................................... 73 h h h Ả i i h ....................................................................................................... 73 A K s n h – O Ả A U ....... 77 ................................................................................... 77 vi 5.2.2 i i h gi .............................................................................................. 78 5.2.3 i i h h n hối .................................................................................. 79 5.2.4 i i h hi hị ..................................................................................... 80 5.2.4.1 .................................................................................................... 80 5.2.4.2 .................................................................................................. 81 5.2.4.3 ............................................................................ 81 5.2.4.4 ...................................................................................... 82 6 KẾ 6.1 KẾ 6.2 KẾ U U Ị ........................................................... 83 ..................................................................................................... 83 Ị .................................................................................................... 84 6.2.1 ối i nhà n 6.2.2 ối i U KẾ ng A ............................................................................................. 84 ................................................................................................. 84 K ẢO ....................................................................................... 86 vii U Ả DANH ..................... 11 ............................................................................... 22 qua .................................................................................................................... 33 qua .................................................................................................................... 34 (2014 2016) ................................................................................................................ 38 .................. 42 ................................................ 47 ............. 48 ......................... 49 .......................................................................................................................... 50 ....................... 52 ........................................ 60 ..................... 60 ........... 60 ....................................... 74 viii DA ..................................................... 8 ................................................................ 10 ................................................................ 12 ................................................................ 12 ................................................................. 12 .......................... 14 ....................................................... 15 ....................... 19 .................................. 30 .................................. 31 .................. 32 - ............................................................................... 35 .......................................................................................................... 41 ......................... 44 ................ 44 ................................................................... 46 ..................................... 51 ...... 54 Naturenz ........................................................................................................... 54 ...... 56 Phụ nữ Việt Nam chung tay – Đào tạo lá chắn thép để bảo vệ lá gan của mình và cho gia đình” Giang ................................................................................................................ 57 .......................................................................................................................... 58 : PGS.TS Chí Liêm chuyên viên cao – Nguyên Y trao lâm sàng Naturenz cho CT Giang. ............................................................................................................... 58 ix DA Ế CTCP VN DHG Pharma VCCI CQLDVN R&D (Research and Devenlopment) DT:Doanh thu LNST BMI (Business Monitor International) : GS TSKH : VDPF : CTTV PGS – TS: – WTO: g AFTA: E ASEAN: APEC: CPI: NTD: x t Nam 1 U C 1.1 DO Ọ n hi 1.1.1 n nghi n E E , – v 1.1.2 ng n h họ h n D nh ng nh nghi s n x N n h ng à h i n i ng D à inh nh ã ó ặ 1 harma) à h n ỉnh, hành ng i ng n à nhi n i n ng i i ùng b nh họn àng ng i i ùng h nh hi àng i i x h ng h i n họn ặ bi h h à ng sinh họ ngà ng ngành nên DHG Pharm Marketing khâu Marketing nguyên nhân Marketing n công ty. àn hi n ng i ng – hãn hàng em ng Marketing Naturenz” . U 1.2 1.2.1 h n D U i h ng Marketing Marketing cho s công ty. 1.2.2 i h  CT  Marketing 2  Marketing m Naturenz Marketing U 1.3 Ỏ Marketing U  Marketing  Marketing ?  Marketing U 1.4 h 1.4.1 i h ng gi n An , Q. 1.4.2 h i h i gi n ối ng nghi n 2011- 6/2014 1.4.3 Pharma Marketing Naturenz. K ẢO 1.5 U − – Khoa Kinh T C Q T  2008 - 2010.  Marketing – 3 T Kinh Doanh  Marketing –   . Marketing Marketing Marketing – Marketing cho công ty. − Marketing ằ ò  Marketing công ty.  Marketing –    E E  4 E Marketing Marketing . trong c E E Marketing thêm Marketing Marketing 5 2 U U U 2.1 2.1.1 Kh i 2.1.1.1 Marketing Marketing ” Marketing Marketing Marketing Marketing:  Marketing Marketing ”  Marketing Marketing 1985 Marketing ”  Marketing 6 A A Marketing ” 2.1.1.2 Marketing − − − − − 2.1.1.3 Marketing − − − ng. − . 2.1.2 Kh i Marketing – Mix Marketing – Marketing 7 Marketing – Mix : http://Marketingcoffee.wordpress.com ) 1 Marketing. Trong Marketing – Mix 2.1.2.1 a. tâm, b. − . − P − Ph − lai. 8
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