中瑞医药公司营销模式研究

发布时间：2018-03-02 17:01

本文选题：营销模式　切入点：医药公司　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：本文运用理论与实践相结合,根据现今的医药改革,运用营销理论对中瑞医药公司营销模式进行分析,对比国内外医药公司营销模式,分析中瑞医药公司所存在的营销模式问题,并提出建议和改革方案,改善企业营销模式。首先界定确定营销、营销模式、处方药的基本概念。分析国内外现状找到适应现今市场行情的营销模式,研究国内外典型公司的营销模式,分析医药行业发展趋势,比较借鉴优劣势,发现中瑞医药公司营销模式所存在的问题。其次,介绍中瑞医药公司的现状。通过对中瑞医药公司简介、组织机构图和营销模式的现状分析,发现中瑞医药公司能够在单个药品销售业绩上做的很好。说明中瑞医药公司的销售方式设置合理。其次,通过对国内外和医药行业的环境分析以及国内外典型公司营销模式的比较借鉴,给中瑞医药公司设计了营销方案并提出实施措施。在对于中瑞医药企业的运营模式的剖析研究发现,其公司的营销模式还是存在部分缺陷,并且所有问题都具有深层的细化；其中中瑞公司对于整体的营销策略意识比较弱,通过合理使用整合营销以及结合实际的状况设置科学可行的实施方案。分析具体的问题,提供详细的改进措施,以帮助同类公司,促进同类公司进行营销模式的更改。提供一些有依据的有利建议。
[Abstract]:This paper uses a combination of theory and practice, according to the current medical reform, the use of marketing theory to analyze the marketing mode of the Swiss pharmaceutical company, domestic pharmaceutical companies marketing mode, marketing mode analysis of Swiss pharmaceutical company, and puts forward some suggestions and reform plan, improve the enterprise marketing mode. First define marketing the basic concept, marketing mode, prescription. Analysis of the status quo at home and abroad to find the market marketing model, research at home and abroad the company's marketing model, analysis of the pharmaceutical industry development trend, compared the advantages and disadvantages of the existing reference, found in Swiss pharmaceutical company's marketing model. Secondly, introduces the status quo of the Swiss pharmaceutical company. Through the brief introduction for Swiss pharmaceutical company, analysis of the current situation of the organization chart and the marketing pattern, found in Swiss pharmaceutical company in single drug sales do Very good. The Swiss pharmaceutical company sales set reasonable. Secondly, through the analysis of the environment at home and abroad and the pharmaceutical industry as well as the typical domestic and foreign companies marketing model comparison, the Swiss pharmaceutical company to design a marketing strategy and put forward the implementation measures. Found in the analysis for the Swiss pharmaceutical enterprises operating mode the company's marketing model, there are still some defects, and all problems are deep refinement; the Swiss company for which the overall marketing strategy consciousness is relatively weak, scientific and feasible implementation plan set by reasonable use of integrated marketing, combined with the actual situation. Analysis of specific problems, provide improvement measures in detail, in order to help the same company, promote the company to change similar marketing model. Provide some beneficial suggestions based on.

【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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