阿胶OTC营销渠道模式创新研究

发布时间：2018-01-08 16:08

本文关键词：阿胶OTC营销渠道模式创新研究　出处：《山东财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：本文利用1998-2014年国内十几家阿胶生产企业的相关数据,对我国现有阿胶OTC市场营销渠道的销售模式和特点进行了分析研究。研究结果表明:目前我国的胶剂类OTC医药产品营销模式中存在了很多的缺陷,如销售结构不合理,窜货严重,渠道管理水平低,终端建设不完善、管理不力等共性问题。为了解决这些共性问题,就需要制定相对的政策并对现有阿胶类制剂产品的营销模式作出相应调整。本文通过对具有特色的阿胶企业如东阿阿胶集团、福牌阿胶集团、同仁堂集团、太极集团、一笑堂、华信集团、济水等国内知名医药企业的销售资料进行系统的分析,从阿胶产业的营销发展和历史背景入手,发现其发展过程中浮现的问题并针对这些问题,提出合理的解决方案,以促进企业更合理地安排人、财、物等相关资源,创新营销模式和思维,从而实现可持续发展的战略目标。本文基于对营销渠道、营销管理及新型营销模式的理解上,通过深入分析阿胶企业现行的OTC产品营销模式的现状、问题,提出阿胶OTC营销渠道的创新模式,为保证阿胶企业有效、快速、准确地传递和执行阿胶产品的营销,为适应公司发展体系、组织架构、运营系统提供有力的保障机制。最后,根据研究结果,对全文进行了总结阐述,利用阿胶久远的历史文化和背景演变,及阿胶产业化市场模式的发展进程中存在的问题、不足之处为目标。提出符合市场需求的解决方案,并对其进行了深入浅出的概述。首先针对渠道存在的渠道缺陷、窜乱货、价格不规范等问题提出了整合渠道结构,科学合理的规范渠道,有效的管理渠道等方面的解决方法,进一步强化市场终端控制能力及提高生产厂家与连锁零售商之间的合作积极性,从而最大化的实现利益共赢。通过对原有阿胶OTC在B2B单一经销商的基础上进行创新细分,细化营销责任与义务。将总体经销商被细分为区域经销商,区域渠道分销商对应相关区域配送商,从而实现三位一体的管理模式。利用二八原则对连锁药店的利润率的市场分析,确认优势资源以及优质连锁公司,加强与其合作,实现品牌双赢。以B2C原则为基础,扩大平台式合作方式,充分利用互联网资源,将微信作为全新的营销渠道纳入企业营销机制,充分利用朋友圈展开信任营销,开启B2C营销新模式。强调神经树杈似点对点对接方式,规范各级客户责任范围,从而实现信息的快速反馈,达到及时调整市场政策的目的。
[Abstract]:This paper uses 1998-2014 data on more than a dozen domestic gelatin production enterprises, the sales model and characteristics of our existing Ejiao OTC marketing channels are analyzed. The results show that: at present in our country the glue class OTC pharmaceutical product marketing model has existed many defects, such as the sales structure is not reasonable, Cuanhuo serious the low level of management, channel, terminal construction is not perfect, poor management and other common problems. In order to solve these problems, we need to formulate relative policies and make corresponding adjustments to the existing gelatin kind preparation product marketing model. Based on the characteristics of the enterprises such as Dong'e gelatin gelatin group, Fupai gelatin group, Tongrentang Group, Taiji group, Huaxin group, Jishui smile appear, and other well-known domestic pharmaceutical enterprise sales information system analysis, development and historical background from the gelatin industry marketing Firstly, find the question arises in the process of its development and to solve these problems, put forward a reasonable solution, in order to promote enterprise more reasonable arrangements for people, money, material and other related resources, innovative marketing mode and thinking, it can realize the strategic target of sustainable development. This article is based on the marketing channels, marketing management and new marketing mode understanding, through in-depth analysis of the status quo, Ejiao existing enterprise OTC product marketing mode, puts forward the innovation mode Ejiao OTC marketing channels, in order to ensure the effective enterprise fast, gelatin, accurate delivery and implementation of gelatin product marketing, organizational structure to adapt to the development of the company system, and guarantee the final operation system. According to the research results, summarizes the paper, using gelatin long history culture and background of development and evolution, Ejiao industrialization market model in question Questions and deficiencies as the goal. Proposed solutions to meet the market demand, and has carried on the simple overview. Firstly, channel channel exists defects, channeling chaos of goods, the price is not standardized, the proposed integrated channel structure, channel specification reasonable and scientific and effective method to solve the channel management and other aspects, further strengthen market control ability and improve the enthusiasm of cooperation between manufacturers and retailers, in order to achieve maximum benefits and win-win. Based on the original OTC Ejiao innovation based on B2B subdivision single dealer, refined marketing responsibilities and obligations. The overall dealer is subdivided into regional distributors, regional distributor channel distributors corresponding in order to achieve regional three-in-one management. Analysis using 28 principles of profit of chain drugstore market rate, confirm the advantage resources and advantages Chain corporation quality, strengthen its cooperation and achieve win-win. Brand based on B2C principle, expand cooperation platform, make full use of Internet resources, WeChat as a new marketing channel into the enterprise marketing mechanism, make full use of the circle of friends began to open a new model of trust marketing, B2C marketing. On the docking point like nerve branches. Customer code at all levels of responsibility, so as to realize the fast feedback information, to adjust the market policy.

【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

【参考文献】