国家基本药物制度下的哈药集团营销策略优化分析

发布时间：2018-01-15 23:26

本文关键词：国家基本药物制度下的哈药集团营销策略优化分析　出处：《云南大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来,国家一直致力于医疗体制改革,旨在解决医疗中存在的突出问题,针对“看病贵”的问题,许多专家都将矛头直上了当前我国“以药养医”的弊端。因此,党的十七大明确提出了“要建设覆盖城乡居民的药品供应保障体系,建立国家基本药物制度,保证群众基本用药”。此后,国家采取一系列卓有成效的重大举措,特别是2009年国务院发布了《关于建立国家基本药物制度的实施意见》,标志着国家基本药物制度开始初步建立。由于国家基本药物制度在2009年刚刚确立起来,哈药集团仍然沿用以往的营销理念,营销战略、营销体系等没有进行相应的转变。显然,这在当前激烈竞争的医药行业是非常不利的。因此,在这种背景下,本文研究哈药集团市场营销策略优化就具有十分重要的意义。全文共分为六个部分,第一章为绪论部分,主要分析研究背景、目的和意义,并对全文研究内容和创新点进行综述。第二部分主要提出基础理论,包括概念界定、研究综述和理论分析。第三章主要分析国家基本药物制度对于我国医药企业的影响,对国家基本药物制度的发展趋势进行了预测,同时,提出了影响的具体状况。第四章主要分析哈药集团营销现状及其特点,对营销总体状况进行了分析,同时提出了具体的营销特点。第五章主要分析哈药集团市场营销方面存在的问题,包括产品创新、渠道控制、定价策略、技术研发、广告内涵、品牌管理等多个领域的问题。第六章主要提出哈药集团营销策略优化,首先提出了优化的基本原则,然后提出了哈药集团总体营销思路和具体目标,并提出了具体的优化策略。全文的创新之处在于将刚刚建立的国家基本药物制度与具体的医药企业联系在一起进行分析,在基本药物制度对企业的影响、营销策略优化等方面,都提出了一些自己的创造性见解。论文的不足之处在于对哈药集团的了解还不够深入,一些具体的操作性问题分析还不够全面。
[Abstract]:In recent years, the country has been committed to the reform of the medical system, in order to solve the outstanding problems in medical care, aiming at the "expensive" problem. Many experts have pointed the spearhead to the current malpractice of "raising medicine with medicine". Therefore, the 17th National Congress of the Communist Party of China (CPC) has clearly put forward the idea of "building a drug supply and security system covering urban and rural residents and establishing a national system of essential drugs". Since then, the state has taken a series of effective and important measures, especially in 2009, the State Council issued the "opinions on the implementation of the establishment of the national system of essential drugs". It marks the initial establishment of the national essential drug system. As the national essential drug system has just been established in 2009, Harbin Pharmaceutical Group continues to follow the previous marketing concept, marketing strategy. The marketing system and so on did not carry on the corresponding transformation. Obviously, this is very disadvantageous in the current intense competition medicine industry. Therefore, under this kind of background. It is of great significance to study the optimization of marketing strategy of Harbin Pharmaceutical Group in this paper. This paper is divided into six parts, the first chapter is the introduction part, mainly analyzes the research background, purpose and significance, and summarizes the research content and innovation. The second part mainly puts forward the basic theory. The third chapter mainly analyzes the impact of the national essential drug system on Chinese pharmaceutical enterprises, and forecasts the development trend of the national essential drug system. Chapter 4th mainly analyzes the current situation and characteristics of Harbin Pharmaceutical Group's marketing, and analyzes the overall situation of marketing. At the same time, it puts forward the specific marketing characteristics. Chapter 5th mainly analyzes the problems in the marketing of Harbin Pharmaceutical Group, including product innovation, channel control, pricing strategy, technology research and development, advertising connotation. Chapter 6th mainly puts forward the optimization of the marketing strategy of Harbin Pharmaceutical Group, first puts forward the basic principles of optimization, and then puts forward the overall marketing ideas and specific objectives of Harbin Pharmaceutical Group. And put forward the specific optimization strategy. The innovation of the paper lies in the analysis of the newly established national essential drug system and the specific pharmaceutical enterprises, the impact of the essential drug system on the enterprises, the optimization of marketing strategies, and so on. The deficiency of this paper is that the understanding of Harbin Pharmaceutical Group is not deep enough, and the analysis of some specific operational problems is not comprehensive enough.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.72;F274

【相似文献】