勃林格殷格翰（中国）医药代表的职业倦怠研究

发布时间：2018-12-15 07:04

【摘要】：近年来，随着中国社会经济的高速发展，医药行业快速增长,不同医药企业之间的竞争愈演愈烈，如何在愈演愈烈的市场竞争中占领先机，并取得长远发展,成为各医药企业共同面对的挑战。在医药行业，药品的销售以人员推销方式为主，此类人员被称为“医药代表”。医药代表对于医药企业来说，是整个企业的核心资源，决定着企业竞争力。而如何应对医药代表的高离职率和职业倦怠带来的问题，成为摆在医药企业销售管理和人力资源管理面前的一道难题。在国外,职业倦怠的研究已经开展30多年了。主要的研究内容包括概念、研究对象所在的领域、影响因素以及发展模式，而研究对象主要包括教师、警察以及医务工作者，不少研究者针对各类型职业人群的职业倦怠进行了初步的研究，并提出一些政策建议，但这些建议都过于理论化，可行性以及有效性不够，对于未来的研究方向，应该针对具体的职业特点，找到核心影响因素，并提出切实有效的措施。本文首先以职业倦怠理论为基础，通过问卷调查方式，围绕全球前15强的跨国制药公司勃林格殷格翰（中国）医药代表的职业倦怠现状展开论述。勃林格殷格翰（中国）作为一家大型的跨国制药企业，其产品的生产、经营管理、销售管理，跟国内很多药品生产企业有很多相通之处，因而对职业倦怠的研究具备典型性。因此，文章对该公司医药代表现有职业倦怠问题进行探讨，主要从外部环境、企业和个体三个方面来综合分析医药代表产生职业倦怠的原因，同时深入探讨职业倦怠所产生的危害；最后，，结合勃林格殷格翰（中国）的实际情况，针对其医药代表存在的职业倦怠问题，从社会、企业和个人三方面提出了相应的干预措施和建议。希望能为国内相关制药企业以及其他以人员推销为主行业的销售管理和职业倦怠提供一定的参考和借鉴意义。
[Abstract]:In recent years, with the rapid development of China's social economy, the rapid growth of the pharmaceutical industry, the competition between different pharmaceutical enterprises intensified, how to seize the first opportunity in the increasingly fierce market competition, and achieve long-term development. It has become a common challenge for all pharmaceutical enterprises. In the pharmaceutical industry, drugs are sold mainly by people who are called "pharmaceutical representatives". Pharmaceutical representatives for pharmaceutical enterprises, is the core resources of the whole enterprise, determine the competitiveness of the enterprise. How to deal with the problems caused by high turnover rate and job burnout of pharmaceutical representatives has become a difficult problem in front of sales management and human resource management of pharmaceutical enterprises. In foreign countries, the study of job burnout has been carried out for more than 30 years. The main research contents include the concept, the field of the research object, the influencing factors and the development model, while the research object mainly includes teachers, police and medical workers. Many researchers have carried out a preliminary study on job burnout of various types of occupational groups and put forward some policy recommendations. However, these suggestions are too theoretical, feasible and ineffective, and are not enough for the future research direction. The core influencing factors should be found according to the specific professional characteristics and effective measures should be put forward. Based on the theory of job burnout, this paper discusses the current situation of burnout of pharmaceutical representatives of Brig Ingham (China), a top 15 multinational pharmaceutical company in the world. As a large multinational pharmaceutical enterprise, Blinger Ingham (China) has a lot of similarities with many domestic drug manufacturers in the production, management and sales management of its products, so the research on job burnout is typical. Therefore, the article probes into the existing job burnout of pharmaceutical representatives of the company, mainly from the external environment, enterprises and individuals to comprehensively analyze the reasons of the medical representatives' job burnout. At the same time, the harm caused by job burnout is discussed deeply. Finally, according to the actual situation of Brig Ingham (China), this paper puts forward the corresponding intervention measures and suggestions from three aspects of society, enterprises and individuals in view of the problem of job burnout existing in his medical representatives. We hope to provide some reference and reference for domestic pharmaceutical enterprises and other sales management and job burnout.
【学位授予单位】：广东商学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F416.72

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