基于主成分和聚类方法对我国中成药市场细分研究  

Research on China Pharmaceutical Market Segmentation based on the Main Component and Clustering Methods

作　　者：邱华伟 董晨东 李远恒 洪靖怡 王勇 

机构地区：[1]华润三九医药股份有限公司

出　　处：《价格理论与实践》2022年第2期91-95,共5页Price:Theory & Practice

摘　　要：在新冠疫情防控中,中医药彰显独特优势,发挥重要作用。近年来,我国中成药市场规模不断扩大,但各省市市场特点又存在差异性,市场细分可以帮助企业更好地了解消费者偏好和需求,为企业制定营销策略和资源分配提供方向。本文选取我国31个省市2020年的9个指标数据,利用主成分分析法构建指标评价体系,分析各省市在我国中成药市场中的发展特点;采用聚类分析的方法对31个省市进行市场划分,并提出差异化营销策略。研究发现:北京、上海、天津为Ⅰ类市场,可采取产品差异化策略;江苏、浙江、广东为Ⅱ类市场,可采取客户关系管理及销售终端整合策略;西藏为Ⅲ类市场,可采取品牌营销策略;河北、四川等24个省市为Ⅳ类市场,可采取低价策略。这一研究结论可为我国中成药企业打通全国中成药销售市场提供借鉴。In the prevention and control of the COVID-19 epidemic,Chinese medicine shows unique advantages and play an important role.In recent years,the scale of China’s patent pharmaceutical market has continued to expand,but the characteristics of market characteristics in various provinces and cities have different characteristics.Market segmentation can help enterprises better understand consumer preferences and needs,and provide direction for enterprises to formulate marketing strategies and resource allocation.This article selects 9 indicators of 31 provinces and cities in China in 2020,using the main component analysis method to build an index evaluation system,analyzing the development characteristics of the provinces and cities in Chinese medicine market;Market division and propose differentiated marketing strategies.Studies have found that Beijing,Shanghai,and Tianjin are category Ⅰ markets,and product differentiation strategies can be adopted;Jiangsu,Zhejiang,and Guangdong can be the Ⅱ market,which can adopt customer relationship management and sales terminal integration strategies;Tibet is a class Ⅲ market,and brand marketing strategies can be adopted;24 provinces and cities such as Hebei,Sichuan,etc.are Ⅳ markets and can adopt low-cost strategies.This research conclusion can provide reference for Chinese proprietary medicine enterprises to open up the national patent medicine sales market.

关 键 词：中成药市场细分 主成分分析 聚类分析 差异化策略 

分 类 号：F426.72[经济管理—产业经济]