随着市场经济竞争,企业要对潜在市场导向进行研究,以安排产销经营活动。新产品从开发到应市需一定周期,如果在产品决策时,不能超前预见消费潜在要求,那么新产品在问世前就可能会落伍。因此,研究市场须把现实市场和潜在市场结合起来,重点放在对动态、变化的潜在市场的研究开发上。研究现实市场,适合开发投资少、周期短、见效快的“短平快”项目。涉及产品结构调整上的重大项目,须把潜在市场研究透,搞确实有发展前途“人无我有”的产品。搞能够克服“软市场”的“硬产品”。医药行业潜在市场是指在未来一段时期内药品潜在的供求关系。 研究医药产品的潜在市场重点应放在对今后疾病、疫情发生的趋势,人口结构的变化,药品消费观念的转变,以及医疗政策改革等方面的调查预测上,从而开发有针对性的新产品。工业企业开发中成药新产品,目光应瞄准常见病、老人、儿童、国际等市场。进入新世纪,植物药、天然药及其制剂对中草 With market economy competition, companies must conduct research on potential market orientation to arrange production and sales operations. New products need a certain period of time from development to market acceptance. If products cannot be forecasted ahead of time in the decision-making process, new products may be left behind before they are introduced. Therefore, the research market must combine the actual market with the potential market, focusing on the research and development of dynamic and changing potential markets. The study of the real market is suitable for the development of “short-term fast” projects with low investment, short cycle, and quick results. The major projects involved in the adjustment of product structure must be based on a thorough study of the potential market, and there must be products that have a promising future and “I have no people”. Engage in “hard products” that can overcome “soft markets.” The potential market for the pharmaceutical industry refers to the potential supply and demand of drugs in the coming period. The potential market focus of research on pharmaceutical products should focus on future trends in diseases, epidemic situations, changes in demographic structure, changes in the concept of drug consumption, and reforms in medical policy, so as to develop targeted new products. Industrial companies are developing new products for proprietary Chinese medicines and their sights should be on the common diseases, the elderly, children, and international markets. Entering the new century, herbal medicines, natural medicines and their preparations