BE制药公司在华营销模式转型的研究

发布时间：2018-05-13 04:30

本文选题：跨国制药企业 + 处方药　；参考：《华东理工大学》2017年硕士论文

【摘要】：政府关注、经济发展、人口因素变化等因素使中国的医药市场快速发展,规模不断扩大。同时在GSK事件发生后,政府对医药行业的监管不断加强,企业内部对营销行为的管理的严格程度也不断提升。一边是医药市场的红利商机,一边是法律法规的严格规范,跨国制药企业的营销模式亟待完善。本文以BE制药公司作为研究对象,BE制药公司的业务主要是自主研发的原研产品的推广,公司在市场大环境和企业内部合规更严格的内外部要求下,2015年开始了在华营销模式的转型。本文首先分析了BE制药公司营销过程所面临现状,指出了其目前营销模式中存在与新政策不匹配的问题；然后就出现这些问题背后的原因进行了较充分的分析,锁定了最关键的几个因素；最后介绍了公司在营销模式转型过程中内部机制的变化情况并对转型前后相关的指标进行了比较分析,指出了营销模式转型所可能出现短期风险性和远期的利益。本文基于生态圈概念对医药销售的价值链体系进行的细分及从利益相关者需求角度出发分析公司的内外部环境的方法,为该类企业提供了一种可以借鉴的分析问题的思路。同时,在公司转型过程中,内部机制的具体调整措施及其取得结果的分析,也可以为该类企业提供解决方案的借鉴。
[Abstract]:Government concerns, economic development, demographic factors and other factors make China's pharmaceutical market rapidly developing and expanding. At the same time, after the GSK incident, the government has strengthened the supervision of the pharmaceutical industry, and the management of marketing behavior has been enhanced. On the one hand, there are dividend business opportunities in the pharmaceutical market, and on the other hand, the strict regulation of laws and regulations makes the marketing mode of multinational pharmaceutical enterprises urgently need to be improved. In this paper, we take be Pharmaceutical Company as the research object. The business of be Pharmaceutical Company is mainly the promotion of the original research products developed by ourselves. Under the market environment and more strict internal and external requirements, the company began the transformation of its marketing model in China in 2015. This paper first analyzes the current situation of be pharmaceutical company's marketing process, points out the problems of mismatch between the current marketing model and the new policy, and then makes a full analysis of the reasons behind these problems. Finally, it introduces the changes of the internal mechanism of the company in the process of the transformation of marketing mode, and makes a comparative analysis of the relevant indicators before and after the transformation. It points out that short-term risks and long-term benefits may occur in the transformation of marketing mode. Based on the concept of ecosphere, this paper subdivides the value chain system of pharmaceutical sales and analyzes the internal and external environment of the company from the perspective of stakeholders' demand, which provides a method for this kind of enterprises to use for reference. At the same time, in the process of company transformation, the concrete adjustment measures of internal mechanism and the analysis of the results obtained can also be used for reference by this kind of enterprises.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.72;F274

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