我国制药企业的营销渠道研究

发布时间：2019-01-05 01:44

【摘要】：在日益激烈的市场竞争下，营销渠道的选择直接决定了制药企业的兴衰。好的企业营销渠道可以使资源整合、融资有效、提高企业的管理效能与风险的控制力，并且可以使得产品在客户价值最大化的过程中始终保持赢利。同样，如果营销渠道无法跟上市场发展的趋势，就会使企业在经营中不断丧失企业的竞争力与它所占有的市场份额。近几年我国医药流通渠道发生了很大的变化，使得以往的营销渠道已经无法继续支撑企业更好的生存与发展，传统的由生产企业出发、经过商业单位配送到各级医院与药店的模式虽然没有太大变化，但是这三个基本环节的数量和结构却发生了很大的变化，尤其是企业的商业配送渠道方面的变化使得企业整个的营销模式也随之改变。然而，很多企业无法适应这种改变相继倒闭或者转让股份，也有一些企业脱颖而出，改变营销策略、适应市场大环境的改变，使其立于制药企业竞争中的不败之地。因此我们可以看出，营销渠道的选择与管理显得十分重要。本文以西安杨森制药公司为例，采用案例分析的主要方法，从营销渠道的基础理论出发，运用文献分析法、归纳法、实地调查法以及对比分析等方法，论述我国医药行业及制药企业营销渠道现状，，总结出了包括我国制药企业营销渠道结构不合理、渠道终端混乱、渠道冲突严重、招投标制度不完善等四个方面的问题，通过对西安杨森制药在营销渠道方面的分析，我们可以看出，杨森采用了灵活的渠道结构、全面的医药商务平台和SCM信息管理系统、同时注重对医药代表及其他员工的培训，这些方法优化了企业渠道、使企业在市场竞争中立于不败之地。通过总结和分析，我们从很多方面获得了对我国其他制药企业营销渠道选择和发展的启示。
[Abstract]:In the increasingly fierce market competition, the choice of marketing channels directly determines the rise and fall of pharmaceutical enterprises. Good marketing channels can make resources integration, financing effective, improve the management efficiency and risk control of enterprises, and make the products always keep profit in the process of maximizing customer value. Similarly, if the marketing channel can not keep up with the trend of market development, the enterprise will lose its competitiveness and market share. In recent years, great changes have taken place in the distribution channels of medicine in our country, which makes the marketing channels in the past unable to continue to support the better survival and development of enterprises. Although the pattern of distribution from commercial units to hospitals and pharmacies at all levels has not changed much, the number and structure of these three basic links have changed greatly. Especially, the change of the commercial distribution channel makes the whole marketing mode of the enterprise change with it. However, many enterprises can not adapt to this change to close down or transfer shares in succession, and some enterprises stand out, change their marketing strategies, adapt to the changes of the market environment, make them in an invincible position in the competition of pharmaceutical enterprises. Therefore, we can see that the choice of marketing channels and management is very important. This article takes Xi'an Yang Sen Pharmaceutical Company as an example, adopts the main method of case analysis, starting from the basic theory of marketing channel, using the methods of literature analysis, induction, field investigation and comparative analysis, etc. This paper discusses the current situation of the pharmaceutical industry and the marketing channels of pharmaceutical enterprises in our country, and summarizes four problems, including unreasonable marketing channel structure, chaotic channel terminal, serious channel conflict, imperfect bidding system and so on. By analyzing the marketing channels of Xi'an Yang Sen Pharmaceutical Company, we can see that Yang Sen has adopted a flexible channel structure, a comprehensive pharmaceutical business platform and a SCM information management system, and at the same time it pays attention to the training of pharmaceutical representatives and other staff. These methods optimize the enterprise channel and make the enterprise in an invincible position in the market competition. Through summing up and analyzing, we have obtained the enlightenment to the marketing channel selection and development of other pharmaceutical enterprises in our country from many aspects.
【学位授予单位】：延安大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.89;F274

【参考文献】