渠道扁平化趋势下医药分销商市场战略选择
发布时间：2018-11-22 07:47
【摘要】：药品是关系人民生命健康的特殊商品,药品流通行业是关系国计民生的重要行业。近年来,我国医药产业一直保持着持续快速增长,为国民健康水平的提高提供了强有力的保障。改革开放以来,我国药品流通从计划分配体制转向市场化经营体制,行业获得了长足发展,市场规模持续扩大。然而,在快速发展的同时,医药流通行业也暴露出许多问题,尤其是分销渠道过长的问题最为突出,有待进一步解决与完善。 医药分销渠道,作为联结医药生产企业和医药消费者的纽带,直接影响到医药行业的整体发展,近几年医药卫生体制改革不断深化,针对于医药流通渠道的医改政策频繁出台,给整个医药流通行业带来巨大的震动与改变。在当前医药分销渠道扁平化的趋势越来越明显的情况下,身为渠道成员的医药分销商如何制定市场战略以应对市场的挑战,已经成为关系企业生存与发展的根本问题。 本文阐述了医药分销渠道的相关理论,回顾了我国医药分销渠道发展的历史和现状,通过医药市场需求分析、SWOT分析、PEST分析等,深入探讨了当前医改大背景下,医药分销渠道扁平化的总体趋势及其科学性、合理性。并结合大型医药商业企业九州通集团的发展历程、战略规划分析,重点研究在渠道扁平化趋势下,医药分销商如何适应国家医药政策和市场环境的变化,为现阶段处于变革中的医药分销企业未来的市场战略选择提供支持。
[Abstract]:Medicine is a special commodity related to the life and health of the people, and the pharmaceutical circulation industry is an important industry related to the national economy and the people's livelihood. In recent years, China's pharmaceutical industry has maintained a sustained and rapid growth, providing a strong guarantee for the improvement of national health. Since the reform and opening up, the distribution of drugs in China has changed from the planned distribution system to the market-oriented management system, and the industry has made great progress and the market scale has been continuously expanded. However, with the rapid development of pharmaceutical circulation industry, many problems have been exposed, especially the problem of long distribution channels, which needs to be further solved and improved. As a link between pharmaceutical manufacturers and pharmaceutical consumers, pharmaceutical distribution channels have a direct impact on the overall development of the pharmaceutical industry. In recent years, the reform of the medical and health system has been deepened, and the medical reform policies for the pharmaceutical circulation channels have been introduced frequently. To the entire pharmaceutical circulation industry to bring tremendous shock and change. At present, the trend of flattening of pharmaceutical distribution channels is becoming more and more obvious. How to formulate market strategy to meet the challenges of the market has become the fundamental problem related to the survival and development of enterprises. This paper expounds the relevant theories of pharmaceutical distribution channels, reviews the history and present situation of the development of pharmaceutical distribution channels in China, and through the analysis of pharmaceutical market demand, SWOT analysis and PEST analysis, probes deeply into the background of the current medical reform. The overall trend of flattening of pharmaceutical distribution channels is scientific and reasonable. Combined with the development history and strategic planning analysis of Jiuzhou Tong Group, a large pharmaceutical commercial enterprise, this paper focuses on how to adapt pharmaceutical distributors to the changes of national pharmaceutical policy and market environment under the trend of flat channels. To provide support for the future market strategy choice of pharmaceutical distribution enterprises in the current stage.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.1;F426.72
本文编号：2348561
[Abstract]:Medicine is a special commodity related to the life and health of the people, and the pharmaceutical circulation industry is an important industry related to the national economy and the people's livelihood. In recent years, China's pharmaceutical industry has maintained a sustained and rapid growth, providing a strong guarantee for the improvement of national health. Since the reform and opening up, the distribution of drugs in China has changed from the planned distribution system to the market-oriented management system, and the industry has made great progress and the market scale has been continuously expanded. However, with the rapid development of pharmaceutical circulation industry, many problems have been exposed, especially the problem of long distribution channels, which needs to be further solved and improved. As a link between pharmaceutical manufacturers and pharmaceutical consumers, pharmaceutical distribution channels have a direct impact on the overall development of the pharmaceutical industry. In recent years, the reform of the medical and health system has been deepened, and the medical reform policies for the pharmaceutical circulation channels have been introduced frequently. To the entire pharmaceutical circulation industry to bring tremendous shock and change. At present, the trend of flattening of pharmaceutical distribution channels is becoming more and more obvious. How to formulate market strategy to meet the challenges of the market has become the fundamental problem related to the survival and development of enterprises. This paper expounds the relevant theories of pharmaceutical distribution channels, reviews the history and present situation of the development of pharmaceutical distribution channels in China, and through the analysis of pharmaceutical market demand, SWOT analysis and PEST analysis, probes deeply into the background of the current medical reform. The overall trend of flattening of pharmaceutical distribution channels is scientific and reasonable. Combined with the development history and strategic planning analysis of Jiuzhou Tong Group, a large pharmaceutical commercial enterprise, this paper focuses on how to adapt pharmaceutical distributors to the changes of national pharmaceutical policy and market environment under the trend of flat channels. To provide support for the future market strategy choice of pharmaceutical distribution enterprises in the current stage.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.1;F426.72
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