昆明制药集团医药营销管理系统的设计与实现

发布时间：2018-10-15 14:30

【摘要】：当今医药市场竞争日益激烈,昆明制药集团面临着巨大的压力与挑战,以往客户直销的医药营销模式已经不能满足集团的需要。为了能在竞争激烈的医药市场中站稳脚步,昆明制药集团决定对自己的营销模式与管理方式进行改革,主要采用终端与渠道相结合的复合式营销模式,并且利用先进的互联网以及信息技术的支持,建立以提高集团营销管理能力为核心的医药营销管理系统。通过对昆明制药集团医药营销方面的特点进行分析,结合目前流行的开发技术,确定了本系统主要选择易于拓展、方便部署的B/S架构进行开发,并且将MVC设计模式与Struts2、Spring以及iBatis三种框架技术巧妙的结合,进行系统设计。在系统UI设计上,主要使用传统的HTML、CSS技术以及新兴的JQuery技术,进行系统页面的合理布局与动态校验。在数据库设计方面,主要选择了大型关系数据库Oracle lOg作为数据库平台,结合该数据库安全性强、可操作大量数据的特点,对系统信息数据进行存储与访问。本医药营销管理系统主要划分了医药终端管理、商业渠道管理、销售团队管理、销售指标管理、市场与产品管理、报表与商业智能管理六层业务功能。用户可以对终端资料、终端销量、终端业务的相关信息进行维护；可以对商业客户、渠道销售、渠道进销存、销售协议、商业流向等信息进行管理；可以填报工作报告,进行随访考评,管理拜访路线与营销费用记录,并且能够采集销售渠道数据,对数据进行整理与分析；还可以对销售指标进行定义与分解,以及指标分解的审核与指标调整操作；对系统文件信息、招投标项目信息、活动信息等进行维护操作；此外,可以查询系统中所有的诊断报告、运行看板以及业务报表信息,并且对需要的信息进行导出与打印操作。昆明制药集团在使用了该医药营销管理系统后,可以将终端与渠道结合,有效的管理营销方面的信息。并且通过系统的使用,掌握医药市场的销售动态,根据动态分析,进行集团内部的调控与细化管理,提升昆明制药集团的营销能力,使本集团走上发展的快车道。
[Abstract]:With the increasingly fierce competition in the pharmaceutical market, Kunming Pharmaceutical Group is facing great pressure and challenge. The past direct marketing mode of medicine can no longer meet the needs of the group. In order to stand firm in the highly competitive pharmaceutical market, Kunming Pharmaceutical Group decided to reform its marketing mode and management mode, mainly adopting the compound marketing mode which combines terminal and channel. And with the support of the advanced Internet and information technology, a pharmaceutical marketing management system is established with the core of improving the group's marketing management ability. By analyzing the characteristics of pharmaceutical marketing in Kunming Pharmaceutical Group and combining with the current popular development technology, it is determined that the system mainly selects the B / S architecture which is easy to expand and easy to deploy. The system is designed by combining MVC design pattern with Struts2,Spring and iBatis. In the system UI design, the traditional HTML,CSS technology and the emerging JQuery technology are mainly used to carry out the reasonable layout and dynamic verification of the system pages. In the aspect of database design, the large relational database (Oracle lOg) is chosen as the database platform, and the system information data is stored and accessed according to the characteristics of the database which is strong in security and can operate a large amount of data. The medicine marketing management system mainly divides the medical terminal management, the commercial channel management, the sales team management, the sales target management, the market and the product management, the report form and the business intelligence management six business functions. Users can maintain information about terminal information, terminal sales volume and terminal business; can manage the information of commercial customers, channel sales, channel sales and storage, sales agreements, business flows, etc.; they can fill in work reports, To follow up and evaluate, manage the route of the visit and the record of marketing expenses, and be able to collect sales channel data, collate and analyze the data, also can define and decompose the sales index, And the index decomposition audit and index adjustment operation; system file information, bidding project information, activity information and other maintenance operations; in addition, can query all the system diagnosis reports, running Kanban and business report information, And the information needed to export and print operation. After using the system, Kunming Pharmaceutical Group can combine the terminal and the channel to manage the marketing information effectively. And through the use of the system, grasp the marketing trends of the pharmaceutical market, according to the dynamic analysis, carry on the internal regulation and detailed management of the group, improve the marketing ability of Kunming Pharmaceutical Group, so that the Group will take the fast track of development.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.52

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