PMO用于医药市场营销多项目运作体系的应用研究

发布时间：2018-02-21 04:34

本文关键词： 医疗改革市场营销项目管理办公室多项目市场营销项目　出处：《重庆交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：新医疗改革（医改）这一全面的社会工程启动下，国家基本药物制度建立，医药企业的生存面临着严重的挑战。事实上，医疗改革目标之一，改变终端格局，新增卫生资源主要投向农村和社区。医疗改革目标之二，改变以药养医的格局，取消药品顺加作价，增收药事服务费，，配备和使用基本药物。医疗改革目标之三，全民医保。新医改是我国医药市场秩序逐步规范并与世界接轨的政策性指令，使我国药品生产、流通领域将发生巨大的变化。怎样在国家政策限定的范围内有序的生产经营与销售，怎样提高企业自身素质，如何加快营销创新的步伐成为医药企业集中关注的焦点。本文提出了，医药市场营销综合管控中心，市场营销项目管理办公室（MPMO）。并从不同的层面展开分别提出了市场营销操作层项目管理办公室，市场营销执行层项目管理办公室，和市场营销战略层项目管理办公室。并设计了在多项目市场营销管理模式下的项目管理办公室的组织形式，分析了该组织形式下的项目管理办公室的主要职能。本研究为医药企业在新医改政策下提出了新的营销思维，MPMO从组织形式上保证了企业内的多个市场营销项目与企业战略目标的一致，能够优化资源配置，化解项目间，项目与职能部门间的冲突，保证了企业经营目标的顺利实现。
[Abstract]:With the launch of the new medical reform (medical reform), a comprehensive social project, the establishment of the national essential drug system and the survival of pharmaceutical enterprises are facing serious challenges. In fact, one of the goals of medical reform is to change the terminal pattern. The new health resources are mainly directed to rural areas and communities. Second, the goal of medical reform is to change the pattern of raising medicine with drugs, cancel the price increase of drugs, increase the service charge for drugs, and equip and use essential drugs. Third, the goal of medical reform. Health care for all. The new medical reform is a policy directive that our country's medical market order is gradually standardized and in line with the world, so that our country's drug production, Great changes will take place in the field of circulation. How to manage and sell production and sales orderly within the limits of national policies, how to improve the quality of enterprises and how to speed up the pace of marketing innovation have become the focus of attention of pharmaceutical enterprises. In this paper, the integrated control center of pharmaceutical marketing, the marketing project management office, and the project management office of the marketing operation layer, the marketing executive layer project management office, the marketing operation layer project management office and the marketing executive layer project management office are put forward, respectively. And the project management office in the marketing strategy layer. The organization of the project management office under the multi-project marketing management mode is designed, and the main functions of the project management office under the organization are analyzed. In this study, a new marketing thinking is put forward for pharmaceutical enterprises under the new medical reform policy. MPMO can ensure the consistency of many marketing projects and the strategic objectives of enterprises in the organizational form, and can optimize the allocation of resources and resolve the inter-project. The conflict between the project and the functional departments ensures the smooth realization of the business objectives.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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