LN制药公司营销渠道优化策略研究

发布时间：2018-05-17 05:33

本文选题：LN制药公司 + 医药营销渠道　；参考：《山东财经大学》2015年硕士论文

【摘要】：医药行业与国家推行的政策之间有着非常密切的联系,进入20世纪以来,受医疗改革政策的影响,我国医药行业发生了诸多改变,多项政策持续下达:开始对医药产品的销售价格进行管理与控制,所售药品需要统一招标、购买,基本药物制度进行着持续调整,行业外部环境发生了一系列变化,并随之对医药销售环境也产生了一系列的影响。从企业自身经营角度来看,在制药公司与最终消费者之间,医药营销发挥着重要的连接作用,是否选择了一个合理而科学的营销策略将会对企业的市场营销效果产生重要的影响,进而决定着企业经营的发展速度和前景。在医药公司的营销策略中,渠道营销是其至关重要的发展资源,可以成为医药企业的强大竞争优势。LN制药公司是一家致力于产品研发与产业创新的本土医药制药业巨头,2014年LN公司营业收入在国内七千余家医药制造企业中位居前四十强。面对国家推行的医药政策的不断调整和国内外医药行业动态变革等营销环境的极大变化,LN公司要发展,既有良好发展机遇,又有极大挑战。本文通过深入探析LN制药公司在渠道决策过程中所出现的营销模式落后、终端销售方案针对性不强、渠道成员管控力度不足、渠道冲突严重等问题,提出优化渠道模式、完善经销商管理机制、明晰提高奖励措施、加大渠道冲突的管理、改进提升终端销售等措施与建议。指出基于渠道模式优化层面看,不能忽略二级经销商与第三终极端,需进一步强化产品的细化分销;基于经销商管理机制层面看,需对客户的多项信息进行客观评估,实施分级化管理,注重合理化经销不要过度求全;基于激励措施政策层面看,采用返利转换模式,调整返利标准的方法来激励广大渠道成员;基于渠道冲突管理层面看,需对经销商进行科学化、严格化分选,不断健全渠道分销机制,实施相对完善的供货价格管理机制及物流管控机制,从根本上遏制渠道冲突的产生;基于终端销售层面看,将医院及药店渠道特性作为入手点,结合招标投标政策并与当地药店建立合作关系,以此来增加产品促销量。本文为进一步提升LN制药公司的营销策略水平提出合理的措施和建议。也试图为当前大背景下我国医药制造行业的其他企业提升各自的渠道营销管理水平提供借鉴。
[Abstract]:There is a very close relationship between the pharmaceutical industry and the policies pursued by the country. Since the beginning of the 20th century, many changes have taken place in the pharmaceutical industry in our country under the influence of the medical reform policies. Several policies continued to be issued: the management and control of the selling price of pharmaceutical products began, the drugs sold required unified bidding, purchase, the system of essential drugs was continuously adjusted, and a series of changes took place in the external environment of the industry. And then on the pharmaceutical sales environment also produced a series of effects. From the point of view of enterprise's own operation, pharmaceutical marketing plays an important role in connecting pharmaceutical companies and final consumers. Whether a reasonable and scientific marketing strategy is chosen will have an important influence on the marketing effect of the enterprise, and then determine the development speed and prospect of the enterprise management. In the marketing strategy of pharmaceutical companies, channel marketing is the most important development resource. Ln Pharmaceutical Company is a local pharmaceutical giant committed to product development and industrial innovation. In 2014, LN Company's operating income ranked among the top 40 of more than 7,000 pharmaceutical manufacturing enterprises in China. Faced with the constant adjustment of the national medical policy and the great changes of marketing environment such as the dynamic change of domestic and foreign pharmaceutical industry, there are both good opportunities and great challenges for the development of LN Company. In this paper, the author puts forward the optimized channel mode by analyzing deeply the problems such as the backward marketing mode in the channel decision-making process of LN pharmaceutical company, the weak pertinence of the terminal sales plan, the insufficient management and control of the channel members, the serious channel conflict, and so on. Improve dealer management mechanism, clear and improve incentives, increase channel conflict management, improve terminal sales and other measures and suggestions. From the perspective of channel mode optimization, we should not ignore the secondary dealer and the third terminal, we should further strengthen the detailed distribution of the product, and based on the dealer management mechanism, we need to objectively evaluate the customer's multiple information. To implement hierarchical management, pay attention to rationalizing distribution and not excessive perfection; based on incentive measures policy level, using the return conversion model, adjust the return standard method to motivate the majority of channel members; based on the channel conflict management level, It is necessary to carry out scientific and strict sorting of distributors, constantly improve the channel distribution mechanism, implement a relatively perfect supply price management mechanism and logistics control mechanism, and fundamentally contain the emergence of channel conflicts; based on the perspective of terminal sales, Taking the characteristic of hospital and pharmacy channel as the starting point, combining the bidding policy and establishing the cooperative relationship with the local drugstore, we can increase the quantity of product promotion. This paper puts forward reasonable measures and suggestions to further improve the marketing strategy level of LN pharmaceutical company. It also tries to provide reference for other enterprises in pharmaceutical manufacturing industry to improve their channel marketing management level.
【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

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