BI公司医药代表激励问题研究

发布时间：2018-04-03 02:29

本文选题：医药代表　切入点：激励制度　出处：《吉林大学》2013年硕士论文

【摘要】：据中国社会科学院发布的《医药蓝皮书：中国药品市场报告（2012）》介绍，2012年中国药品市场规模达到9261亿元。蓝皮书指出，中国药品市场呈现出高速扩容、市场竞争激烈、行业集中度低的特点。新上市的原研药越来越慢、越来越少，专利过期的原研药和仿制药占有了绝大部分的市场份额，逐渐呈现同质化竞争，产品差异变小，医药企业之间的竞争更多的是依靠销售团队的竞争力，而医药代表就是组成销售团队的最基本单位。因此，适时适度地激励医药代表，使他们对工作充满热情，从而提高整个销售团队的竞争力，是医药公司实现销售目标的关键。本文首先介绍了我国制药企业和医药代表生存的大环境。行业景气度下降，竞争激烈，从业人员收入减少，在这样的背景下打造一支具有竞争力的销售团队既关键也困难。处于大环境中的BI公司面临同样的压力，，急需一套完善的激励制度来提高医药代表的积极性。笔者介绍了BI公司的概况和目前施行的医药代表激励制度，指出了BI公司激励制度在绩效考核、薪酬激励、职业发展三个方面存在的弊端并分析其成因，最后针对这些问题提出了具体的优化方案。绩效考核引入ETMS（电子区域管理系统），将销售过程通过KPI（关键绩效指标）量化，以此做到考核的公平、公正、公开，做到重视结果又不忽视过程。薪酬制度既要能满足医药代表的基本生活需要，还要体现出代表的个人价值，同时要兼顾公平性和灵活性。要为代表的职业发展创造机会，特别要关注到负责小市场代表的发展需要，提供平等的职业发展平台，还要有针对性地对代表的各项技能进行培训。BI公司作为一家大型跨国制药公司，其产品覆盖的领域广，生产、销售、管理都具有一般跨国企业的典型性，它在激励制度方面的问题也是在华大型外企普遍为之困扰的问题。希望本文所做的分析和提出的优化方案能为制药企业以及其它以人员推销为主的行业提供关于激励制度建设方面的参考和借鉴。
[Abstract]:China's drug market reached 926.1 billion yuan in 2012, according to the Blue Book of Medicine: China's Drug Market report (2012), issued by the Chinese Academy of Social Sciences.The Blue Book points out that the Chinese drug market is characterized by rapid expansion, fierce market competition and low industry concentration.The newly listed raw research drugs are becoming more and more slow and fewer, the patent expired raw research drugs and generic drugs account for the vast majority of the market share, gradually showing homogenization competition, product differences become smaller.The competition among pharmaceutical enterprises depends more on the competitiveness of the sales team, and the pharmaceutical representative is the most basic unit of the sales team.Therefore, it is the key for pharmaceutical companies to encourage pharmaceutical representatives to be enthusiastic about their work and improve the competitiveness of the whole sales team.Firstly, this paper introduces the environment of pharmaceutical enterprises and pharmaceutical representatives in our country.A competitive sales team is critical and difficult to build against a backdrop of declining industry momentum, intense competition, and reduced income for employees.The BI Company is under the same pressure and needs a perfect incentive system to improve the enthusiasm of pharmaceutical representatives.This paper introduces the general situation of BI Company and the incentive system for pharmaceutical representatives, points out the disadvantages of the incentive system of BI Company in three aspects: performance appraisal, salary incentive and career development, and analyzes its causes.Finally, a specific optimization scheme is proposed to solve these problems.Performance appraisal is introduced into ETMS (Electronic area Management system), which quantifies the sales process through KPI (key performance Index), so that the evaluation is fair, fair, open and pays attention to the results without neglecting the process.The salary system can not only meet the basic needs of medical representatives, but also reflect the personal value of the representatives, and at the same time give consideration to fairness and flexibility.To create opportunities for the career development of delegates, paying particular attention to the development needs of representatives responsible for small markets and providing an equal career development platform,As a large multinational pharmaceutical company, as a large multinational pharmaceutical company, its products cover a wide range of fields, such as production, marketing and management, all of which are typical of general multinational enterprises.Its incentive system is also a common problem for large foreign companies in China.It is hoped that the analysis and optimization scheme can be used as a reference for pharmaceutical enterprises and other industries in which the promotion of personnel is the main factor in the construction of incentive system.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F272.92

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