江西A制药厂营销改善之研究

发布时间：2018-03-12 08:50

本文选题：制药厂　切入点：营销改善　出处：《南昌大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,伴随着我国城镇化进程加速、国民人口老龄化加剧、社会医疗保障体制的逐步完善、居民收入和消费水平的日益提高、民众对医疗健康的需求日益提升,国内药品市场进入高速扩容增长阶段,医药行业也随之进入一个高速发展期。从目前药品市场的整体来看,国内药企业绩提高不少,但是依然未改外资药企的产品市场优势局面,医药行业竞争激烈,制药企业收购合并浪潮涌现。江西A制药厂是一家有着近30年发展历史的中小型中药制药厂,多年来企业一直稳步进取,发展势头稳定,在当前行业环境下,江西A制药厂机遇和挑战并存,依靠其拥有的丰富产品资源,依托多年积累拥有的一定市场占有率,以及相对稳定的营销队伍等给企业带来了一定程度的发展。但是,由于总体产值和销售业绩相对较小,销售团队和网络相对不够强大,销售管理相对比较滞后,在目前企业改制时期面临着随时被其他企业收购吞并的可能。继续保有企业经营自主权,保住品牌和产品资源、保住一代人几十年呕心沥血的建设,成为摆在A药厂面前的现实问题。本文详细介绍了A药厂的发展历史和营销管理的现状,运用一些市场营销与管理的基础理论,研究阐述了在当前环境下,如何重新树立战略目标、如何重新改善营销管理、如何完善营销层级、流程与体系协同,目的是为促使该厂的发展更加高效,业绩提高更加迅速,早日摆脱企业目前面临的瓶颈和困境,以大发展实现大进步。
[Abstract]:In recent years, with the acceleration of urbanization in China, the aging of the national population, the gradual improvement of the social medical security system, the increasing level of income and consumption of residents, the increasing demand for medical care and health care. The domestic drug market has entered a period of rapid expansion and growth, and the pharmaceutical industry has also entered a period of rapid development. From the overall view of the current drug market, domestic pharmaceutical enterprises have achieved a lot of improvement. However, the market advantages of foreign pharmaceutical enterprises have not been changed, the competition in pharmaceutical industry is fierce, and the tide of merger and acquisition of pharmaceutical enterprises has emerged. Jiangxi A Pharmaceutical Factory is a small and medium-sized traditional Chinese medicine factory with a history of nearly 30 years. Over the years, the enterprises have been making steady progress and the development momentum is stable. In the current industry environment, the opportunities and challenges of Jiangxi A pharmaceutical factory coexist. Depending on its abundant product resources, its accumulated market share over the years, and its relatively stable marketing team, it has brought a certain degree of development to the enterprise. However, because the total output value and sales performance are relatively small, The sales team and network are not strong enough, and the sales management is relatively lagging behind. At present, the enterprise is facing the possibility of being acquired and annexed by other enterprises at any time in the period of enterprise restructuring. It is a real problem in front of a pharmaceutical factory to continue to retain the autonomy of the enterprise, to preserve the brand and product resources, and to keep the construction of a generation of decades of painstaking effort. This paper introduces in detail the history of A pharmaceutical factory and the present situation of marketing management. By using some basic theories of marketing and management, this paper studies and expounds how to re-establish the strategic goal and how to improve the marketing management under the current environment. How to perfect the marketing hierarchy, process and system cooperation, the purpose is to promote the factory to develop more efficiently, improve the performance more quickly, get rid of the bottleneck and predicament that the enterprise is facing at present as soon as possible, and realize the great progress with the great development.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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