医改新环境下药品批发企业营销模式的研究

发布时间：2018-01-11 12:07

本文关键词：医改新环境下药品批发企业营销模式的研究　出处：《江西师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：国家新医改政策的推进给医药行业带来了巨大的变化,中小批发企业的生存环境变的越来越严峻。“新医改”政策对药品营销领域的影响尤为突出,主要表现在药品流通领域准入门槛的提高,对药品批发企业人员、设备、仓储、物流等环节要求的提高,市场集中化加快等方面。面对这种现状,这就要求中小药品企业思考如何变革自己落后的营销模式,在激烈的市场竞争中找到最适合自己企业与产品的营销模式。营销无定式,只有找到最适合自身的模式才能让企业在这个复杂多变的环境下生存与发展下去。本研究以企业以往沿用的传统营销模式的研究为基础,以国家对医药行业出台的新政策的为方向,判断新的医改政策对药品的生产、流通以及使用领域方面营销宏观与微观环境的影响,以PEST以及SWOT等环境分析方法对药品批发企业的各种营销模式对环境的适应性做出判断,并对其调整做出建议,最终总结出新的营销模式以适应新的营销环境。
[Abstract]:The promotion of the national new medical reform policy has brought great changes to the pharmaceutical industry, and the survival environment of small and medium-sized wholesale enterprises has become more and more severe. The impact of the "new medical reform" policy on the field of drug marketing is particularly prominent. The main performance in the field of drug circulation is the improvement of entry threshold, the improvement of personnel, equipment, warehousing, logistics and other links in drug wholesale enterprises, and the acceleration of market concentration. This requires small and medium-sized pharmaceutical enterprises to consider how to change their backward marketing model, in the fierce market competition to find the most suitable marketing model for their own enterprises and products. Only by finding the most suitable mode can the enterprise survive and develop in this complex and changeable environment. This research is based on the traditional marketing model used by the enterprise in the past. In order to judge the influence of the new medical reform policy on the production, circulation and use of pharmaceutical products, the new policy of medicine industry as the direction of the new policy, marketing macro and micro environment. The environmental analysis methods such as PEST and SWOT are used to judge the adaptability of various marketing models of drug wholesale enterprises to the environment and to make suggestions to adjust them. Finally summed up a new marketing model to adapt to the new marketing environment.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.1;F426.72

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