XX医药公司网络营销策略研究

发布时间：2018-03-05 04:27

本文选题：医药行业　切入点：电子商务　出处：《云南大学》2015年硕士论文　论文类型：学位论文

【摘要】：现如今,网络经济以迅猛之势飞速发展,人们的消费理念也随之变化着,传统的市场营销理论已经不足以满足企业应对激烈市场竞争的要求,网络营销应运而生,并渐渐得到了众多企业尤其是受困于资金以及资源的中小企业的喜爱。近年来,我国民众一直面临的问题就是“看病难、看病贵”,政府也是较为重视,并且采取了各种各样的治理手段,然而几乎没有多大的成效。从当前来看,药品网络化销售发展态势逐步明朗,它大大减少了流通环节,降低了医药成本,有利于医药企业在保持自身利润的同时降低药品价格。故未来若能对网络渠道进行合理控制,引导其健康发展,医药网络化销售很可能成为一剂破解当前医疗问题的良药秘方。因此本文对于XX医药公司网络营销策略的研究具有很强的理论意义以及实践意义。本文以XX医药公司的网络营销现状为研究对象,运用文献研究、数据分析法、调查研究以及案例研究的方法从XX医药公司的实际出发,在相关理论的指导下,在充分研究XX医药公司网络营销现状的基础上,对XX医药公司的网络营销环境及存在问题进行分析研究,最后从加强企业网络营销观念、改善网络服务、加强渠道管理、提升物流水平、规范网络监管、引进及培养高素质网络营销人才以及提高网络营销安全性,尝试全新营销推广七个方面对XX医药公司的网络营销策略的实施提出对策建议,期望能够促进XX医药公司的发展。
[Abstract]:Nowadays, with the rapid development of the network economy and the change of people's consumption concept, the traditional marketing theory is not enough to meet the demands of the enterprises to cope with the fierce market competition, so the network marketing emerges as the times require. And has gradually been loved by many enterprises, especially small and medium-sized enterprises that are trapped in capital and resources. In recent years, our people have been faced with the problem of "difficult to see a doctor, expensive to see a doctor," and the government has also attached more importance to it. And has adopted a variety of governance measures, but little has been achieved. From the current point of view, the development of networked drug sales is gradually clear. It has greatly reduced the circulation link and reduced the cost of medicine. It is beneficial for pharmaceutical enterprises to keep their profits while lowering the price of medicines. Therefore, if we can reasonably control the network channels in the future, we can guide them to develop healthily. Therefore, this paper has a strong theoretical and practical significance for the study of the network marketing strategy of XX pharmaceutical company. The company's network marketing status is the object of study, By using the methods of literature research, data analysis, investigation and case study, based on the practice of XX Pharmaceutical Company and under the guidance of relevant theories, this paper fully studies the current situation of network marketing of XX Pharmaceutical Company. This paper analyzes and studies the network marketing environment and existing problems of XX pharmaceutical company, and finally, from the aspects of strengthening enterprise network marketing concept, improving network service, strengthening channel management, improving logistics level and standardizing network supervision, This paper introduces and cultivates high-quality network marketing talents and improves the security of network marketing, tries to put forward countermeasures and suggestions on the implementation of the network marketing strategy of XX pharmaceutical company from seven aspects of new marketing promotion, hoping to promote the development of XX pharmaceutical company.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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