NY制药公司RX产品营销模式优化研究

发布时间：2018-03-05 14:57

本文选题：营销模式　切入点：医药企业　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：自改革开放以来,我国医药卫生事业得到了飞速的发展,但依然存在不少问题,同样与卫生环境相适应的医药企业现行的营销模式也相应存在着一些问题,特别是RX(处方药)产品的营销模式,常导致商业贿赂司法案件不断被曝光,严重威胁企业的发展进步。随着医疗卫生体制改革的进一步深化,医药企业产品营销模式的优化改革已经刻不容缓。首先本研究对国内外营销模式理论发展以及国内医药企业所采用的营销模式进行概述总结,笔者认为,由于RX产品营销过程存在的专门性和专业性等特点使得该模式的重点在于其所采用的营销技术即促销手段上,国内目前大部分医药企业RX产品营销模式基本采用厂家自销的带金促销营销模式,“暗箱操作”是该模式存在问题的根源。采用这种营销模式,使得企业不得不偷税漏税虚做账目,损害国家利益；会诱使业务人员采用回扣等违法手段贿赂业务关系；能够引起企业与员工相互猜忌和防备,认同感降低。其次本研究着眼于NY制药公司的实际情况,对企业RX产品营销模式进行了分析,结果认为,营销模式单一以及带金促销营销模式本身存在的缺陷是企业营销模式存在的主要问题。另外,本研究还对企业宏观环境和微观环境利用SWOT分析方法进行了全面分析,结果表明,企业需要在营销政策、产品结构、组织结构和人员结构等方面进行调整。接着本研究根据NY制药公司存在的问题提出了优化调整的方案,方案分以下两个部分：1、根据SWOT分析结果对NY制药公司营销策略提出调整方案,①建议调整产品结构,淘汰过时产品；②突出自身拳头产品,扩大其生产经营规模,确保优势地位；③加大力度研发新产品；④引进合适人才,提高人才素质。2、根据企业现行营销模式存在的问题,大胆提出了创新性的RX产品新营销模式：采用“数据库管理模式下的一地一方案的整合营销模式”以及“购买劳动创作的互动模式”的新型营销技术。此新的营销模式,能够大大提高企业的管理效率；能够满足市场复杂多样的需要；能够增强营销政策的灵活性和快捷反应性；使得所用营销手段符合国家法律法规；能够克服了原来模式企业与各营销环节关系之间存在的矛盾。因此,新的营销模式达到了本研究的目的。最后本研究就组织结构保障、人力资源保障、公司文化保障和激励机制保障等方面对保障新营销模式实施提出了相应的优化改进建议。
[Abstract]:Since the reform and opening up, China's medical and health industry has been rapid development, but there are still a lot of problems, the same with the current marketing model of pharmaceutical enterprises that adapt to the health environment, there are also some problems. In particular, the marketing model of RX (prescription drugs) products often leads to the constant exposure of commercial bribery cases, which seriously threaten the development and progress of enterprises. As the reform of the medical and health system deepens, It is urgent to optimize and reform the marketing mode of pharmaceutical enterprises. First of all, this study summarizes the development of marketing model at home and abroad and the marketing model adopted by domestic pharmaceutical enterprises. Due to the special and professional characteristics of the RX product marketing process, the emphasis of the model lies in the marketing technology used, that is, the means of promotion. At present, most of the domestic pharmaceutical enterprises'RX product marketing mode basically adopts the marketing mode with gold, which is sold by the manufacturers themselves, and "dark box operation" is the root cause of the problems in this mode. It makes enterprises have to evade taxes and evade taxes to make false accounts, thus harming the interests of the state; it can induce business personnel to bribe business relations by illegal means such as kickbacks; and it can arouse mutual suspicion and preparedness between enterprises and employees. Secondly, this study focuses on the actual situation of NY Pharmaceutical Company, and analyzes the marketing model of enterprise RX products. The results show that, The single marketing model and the defects of the marketing model with gold are the main problems of the enterprise marketing model. In addition, the paper also makes a comprehensive analysis of the use of the SWOT analysis method in the macro and micro environment of the enterprise, and the results show that, Enterprises need to adjust their marketing policies, product structure, organizational structure and personnel structure. The plan is divided into the following two parts: 1. According to the results of SWOT analysis, we propose to adjust the marketing strategy of NY Pharmaceutical Company and propose to adjust the product structure, eliminate obsolete products and give prominence to their leading products, so as to expand their scale of production and operation. To ensure the superior position and strengthen the R & D of new products to introduce suitable talents and improve the quality of talents. According to the problems existing in the current marketing model of enterprises, Boldly put forward the innovative new marketing model of RX products: the integrated marketing model of "one place one plan under the database management mode" and the new marketing technology of "interactive mode of purchasing labor creation". Can greatly improve the efficiency of enterprise management; can meet the complex and diverse needs of the market; can enhance the flexibility and responsiveness of marketing policies; make the use of marketing methods in line with national laws and regulations; Therefore, the new marketing model has achieved the purpose of this study. Finally, this study on the organizational structure security, human resources security, In the aspects of company culture guarantee and incentive mechanism guarantee, the corresponding optimization and improvement suggestions are put forward for the implementation of the new marketing model.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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