湖北欧立制药有限公司处方药营销策略研究
发布时间：2018-10-13 10:52
【摘要】：随着国家医疗保险制度改革,医疗体制改革,医药流通体制改革和药品分类管理制度的实施,我国的医药生产、销售、流通、消费等均发生了巨大变化。对此企业迫切需要适用于处方药运作的营销理论和实用体系作指导,需要一套完整的处方药营销策略。本文站在欧立制药集团的角度,通过对处方药医院终端市场现状、处方药的营销渠道特点及公司状况的分析,指出了处方药营销渠道目前存在的误区及不足,提出了欧立制药处方药营销策略的选择。在处方药营销策略类型及特征分析和国外处方药新营销经验借鉴的基础上,提出欧立处方药营销渠道的转变方向。最后,本文制定了欧立制药处方药营销策略的实施措施,实施学术性推广营销策略、针对医院终端的营销策略、针对患者终端的营销策略。本文的研究结果希望能为欧立制药集团的健康发展提供了良好的借鉴和帮助。
[Abstract]:With the reform of the national medical insurance system, the reform of the medical system, the reform of the medicine circulation system and the implementation of the drug classification management system, great changes have taken place in the production, sale, circulation and consumption of medicine in China. Enterprises urgently need guidance of marketing theory and practical system applicable to the operation of prescription drugs and a complete set of marketing strategies for prescription drugs. Based on the analysis of the status quo of the terminal market of prescription drug hospitals, the characteristics of the marketing channels and the company status of prescription drugs, this paper points out the misunderstandings and shortcomings in the marketing channels of prescription drugs from the point of view of Ole Pharmaceutical Group. The selection of marketing strategy for prescription drugs of Ole Pharmaceutical is put forward. On the basis of the analysis of the types and characteristics of prescription drug marketing strategy and the experience of new prescription drug marketing abroad, this paper puts forward the changing direction of Oli prescription drug marketing channel. Finally, this paper formulates the implementation measures of the Ole pharmaceutical prescription drug marketing strategy, carries out the academic promotion marketing strategy, the marketing strategy for the hospital terminal, the marketing strategy for the patient terminal. The research results of this paper hope to provide good reference and help for the healthy development of Euler Pharmaceutical Group.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72
本文编号：2268349
[Abstract]:With the reform of the national medical insurance system, the reform of the medical system, the reform of the medicine circulation system and the implementation of the drug classification management system, great changes have taken place in the production, sale, circulation and consumption of medicine in China. Enterprises urgently need guidance of marketing theory and practical system applicable to the operation of prescription drugs and a complete set of marketing strategies for prescription drugs. Based on the analysis of the status quo of the terminal market of prescription drug hospitals, the characteristics of the marketing channels and the company status of prescription drugs, this paper points out the misunderstandings and shortcomings in the marketing channels of prescription drugs from the point of view of Ole Pharmaceutical Group. The selection of marketing strategy for prescription drugs of Ole Pharmaceutical is put forward. On the basis of the analysis of the types and characteristics of prescription drug marketing strategy and the experience of new prescription drug marketing abroad, this paper puts forward the changing direction of Oli prescription drug marketing channel. Finally, this paper formulates the implementation measures of the Ole pharmaceutical prescription drug marketing strategy, carries out the academic promotion marketing strategy, the marketing strategy for the hospital terminal, the marketing strategy for the patient terminal. The research results of this paper hope to provide good reference and help for the healthy development of Euler Pharmaceutical Group.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72
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