J医药公司营销绩效评价研究

发布时间：2018-04-26 10:32

本文选题：营销绩效评价 + 层次分析法　；参考：《暨南大学》2016年硕士论文

【摘要】：医药行业与广大人民群众的生活密不可分,影响着我国经济社会的稳定与发展。改革开放以来,医药行业保持了30多年的快速增长。当前,随着科技的不断发展及人民群众保健意识的提升,对医药领域的发展水平也提出了更高的要求。医药代理企业作为产业链中重要的一环,要随着经济社会的变革而提高自身的经营水平,调整自身的发展战略,以逐步实现医药企业的规模化发展。J医药有限公司是一家代理分销国外名牌药品的企业。公司成立初期,借力于迅速发展的宏观经济,增长迅猛,在医药行业内具有一定的影响力。然而,随着医药企业数量的逐步增多,竞争对手实力的不断增强,J医药公司面临的竞争压力越来越大。外部环境与内部体制快速变化的当前情况,对J医药公司的未来发展提出了重大的挑战。J医药公司管理层需要认真分析内外部环境,制定有效的应对机制,调整企业当前战略,以期在激烈的市场竞争面前维护自身优势,扩大市场占有率,在新的市场条件下继续保持自身的发展。本文以J医药公司为本文案例研究对象、首先,文章对前人在营销绩效评价方面的研究成果进行归纳总结,为后文提供理论基础的支撑。接着,总结分析医药代理行业发展情况和J医药公司的运营现状,阐述医药代理企业现存问题和说明重新构建营销绩效评价指标体系的必要性。然后,基于文献的阅读以及结合数理统计的方法构建出适用于J医药公司的营销绩效评价体系,并通过层次分析法和模糊综合评价法对J医药公司的运营现状进行客观、科学的评价。最后,本文根据评价结果得出目前J医药公司在营销方面存在的问题,同时也为其不足之处提出相应的建议,希望有助于企业能针对问题改善运营现状,实现企业营销的营销目标和战略目标。
[Abstract]:The medical industry is closely related to the life of the masses, which affects the stability and development of our country's economy and society. Since the reform and opening up, the pharmaceutical industry has maintained a rapid growth for more than 30 years. At present, with the continuous development of science and technology and the promotion of the people's awareness of health care, the level of development in the field of medicine has also put forward higher requirements. As an important part of the industrial chain, pharmaceutical agency enterprises should improve their management level and adjust their own development strategies along with the economic and social changes. J Pharmaceutical Co., Ltd. is an agent for the distribution of foreign famous drugs. At the beginning of its establishment, the company took advantage of the rapid development of the macro economy and had a certain influence in the pharmaceutical industry. However, with the increase of the number of pharmaceutical enterprises, the competition pressure of the pharmaceutical company is increasing. With the rapid changes of external environment and internal system, the management of J Pharmaceutical Company needs to seriously analyze the internal and external environment, formulate an effective response mechanism, and adjust the current strategy of the company, which poses a major challenge to the future development of J Pharmaceutical Company. In order to maintain their own advantages in the face of fierce market competition, expand market share, and continue to maintain their own development under the new market conditions. This paper takes J Pharmaceutical Company as the case study object. Firstly, the paper summarizes the previous research results in marketing performance evaluation, and provides the theoretical basis for the following. Then, this paper summarizes and analyzes the development of pharmaceutical agency industry and the current operating situation of J pharmaceutical company, expounds the existing problems of pharmaceutical agency enterprises and explains the necessity of re-constructing the evaluation index system of marketing performance. Then, based on the reading of literature and the method of mathematical statistics, the paper constructs a marketing performance evaluation system suitable for J pharmaceutical company, and carries on objective operation status of J pharmaceutical company through analytic hierarchy process (AHP) and fuzzy comprehensive evaluation method. Scientific evaluation Finally, according to the evaluation results, this paper draws the current J pharmaceutical company in the marketing problems, but also for its shortcomings of the corresponding recommendations, hoping to help enterprises to improve the operation of the current situation. Realize the marketing target and strategic goal of enterprise marketing.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.72

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