新医改背景下CY企业营销策略研究

发布时间：2018-03-30 16:01

本文选题：CY企业　切入点：医疗体制改革　出处：《河北地质大学》2017年硕士论文

【摘要】：药品是特殊商品,政策的变化对其有直接的影响,特别是处方药。处方药主要销售渠道在医疗机构,而医疗机构的用药与政策有着密切关系,研究医改政策对制定企业营销策略起到非常重要作用。新医疗体制改革从2009年4月开始,通过多年的不懈努力,在“保基本,强基层,建制度”方面取得了很大的进展,实现城镇职工医疗保险、城镇居民医疗保险和新农合医疗保险全面覆盖。2015年至2017年,国家集中出台了两票制、二次议价、渠道检查、电子监管码、商业贿赂治理、药品的一致性评价、税务升级、取消医院药品加层等政策,目的就是保证药品安全、降低药品价格虚高,解决老百姓看病贵的问题。本文通过医疗卫生体制改革的研究、以及对相关政策的解读,了解了医疗卫生体制改革对医药企业的营销策略是有很大的影响,又对CY企业的现状进行分析,通过对CY企业的财务数据分析、销售数据对比分析、产品的市场分布分析和营销策略的现状分析,找出CY企业在营销策略方面的不足,并运用PEST和SWOT分析方法进行分析研究,找到CY企业在现有的宏观环境、微观环境中的优势及劣势,帮CY企业从产品策略、价格策略、渠道策略、促销策略和队伍建设方面进行了规划,提出了营销策略的实施提出以下一些建议,在产品的开发、研究、分类等方面进行了建议,对渠道的建设结合国家的政策,让传统与互联网加相结合,价格要适合市场的竞争特点制定,促销要采用多种方式的促销,又结合新4Ps的营销理论,对队伍的人员培训、考核进行了建议,利用模式营销,补充企业现有的营销模式,让企业文化发挥作用,提高企业的凝聚力,增加企业的竞争力,更好的执行好企业的营销策略规划,帮助CY企业在新医疗体制改革的过程中抓住机遇,突破现有销售瓶颈,加速企业的快速成长。
[Abstract]:Drugs are special commodities, and changes in policy have a direct impact on them, especially prescription drugs.Prescription drugs are mainly sold in medical institutions, and the use of medicine in medical institutions is closely related to the policy. The study of medical reform policy plays a very important role in the formulation of enterprise marketing strategy.The reform of the new medical system began in April 2009. Through years of unremitting efforts, great progress has been made in "protecting the basic, strengthening the grassroots and building the system."From 2015 to 2017, the state introduced a centralized two-vote system, second bargaining, channel inspection, electronic regulatory code, commercial bribery governance, consistency evaluation of drugs, and tax escalation.The purpose of canceling the hospital drug layer policy is to ensure drug safety, reduce the false high drug price, and solve the problem of expensive medical treatment.Through the study of the reform of medical and health system and the interpretation of relevant policies, this paper understands that the reform of medical and health system has a great influence on the marketing strategy of pharmaceutical enterprises, and analyzes the current situation of CY enterprises.By analyzing the financial data of CY enterprise, comparing and analyzing the sales data, analyzing the market distribution of the products and analyzing the present situation of the marketing strategy, we find out the deficiency of the CY enterprise in the marketing strategy, and use PEST and SWOT analysis method to analyze and research.Find out the advantages and disadvantages of CY enterprise in the existing macro and micro environment, and help CY enterprise plan from product strategy, price strategy, channel strategy, promotion strategy and team construction.Put forward the implementation of marketing strategy put forward the following suggestions, in product development, research, classification and other aspects of the recommendations, the construction of channels combined with the national policy, let tradition and the Internet to add a combination,The price should be made in accordance with the competitive characteristics of the market, the promotion should be promoted in various ways, and combined with the marketing theory of the new 4Ps, the training and assessment of the personnel of the team should be suggested, and the existing marketing model of the enterprise should be supplemented by the mode marketing.Let the enterprise culture play a role, improve the cohesive force of the enterprise, increase the competitiveness of the enterprise, better carry out the marketing strategy plan of the enterprise, help CY enterprise seize the opportunity in the process of the new medical system reform, break through the existing sales bottleneck,Accelerate the rapid growth of enterprises.
【学位授予单位】：河北地质大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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