宏康医药营销管理创新研究

发布时间：2018-01-08 01:15

本文关键词：宏康医药营销管理创新研究　出处：《广西师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济的繁荣以及人口老龄化的加快,医药行业得到了快速的发展。近十年来全球的医药市场一直保持较为稳定的增长。我国也已经迈入世界上第三大药品市场和发展最快的全球医药市场,增长率持续保持在20%以上。快速增长的医药经济加剧了市场的竞争,营销理念及形式也日渐发生着变革,营销管理创新业已成为企业在新时期求生存、谋发展、迎挑战的指导思想。医药行业作为一个朝阳行业,在中国改革开放的大背景下得到了空前的发展。但随着市场化的深入以及医药政策的逐步调整,使得众多的医药经营企业不得不面对如何生存,怎样发展的严峻问题。深圳宏康医药作为中型医药流通企业,自成立至今发展迅速。但近年来随着医药市场环境的变化,其经营管理理念却没有与时俱进,已初显其陈旧弊端,这几乎导致公司面临生存的大问题。鉴于此,迫切需要对其现行营销策略进行改革。本文主要以宏康医药公司营销管理创新为研究对象,通过对宏康医药公司外部营销环境的展示,结合相关营销管理理论,利用SWOT分析法,首先对宏康医药公司的营销状况进行了分析,并指出宏康医药公司营销管理的现状及产生的原因,然后利用公司的优势资源,从营销组合元素入手提出相应的创新策略,那就是“掌控终端”。最后给出了具体的营销措施---用对人、选好“品”、精布局、严控销,联合兄弟公司以中药饮片为渠道突破口,充分整合第二及第三终端等几方面。本文通过对上述内容的探讨,提出了一些举措,其意在于理论上有助于营销管理创新的研究,丰富营销理论的内容；从实践上看,为我国单体药店走出一条规范化、集约化发展之路提供了具有参考价值的模板,从而有助于医药商业企业进行经营模式的完善。从宏观上来说,其意义主要在于促使企业认清问题所在,重识并加强营销管理创新。从微观来讲,宏康公司的发展也关乎到广大员工的切身利益,而本课题的研究可为宏康医药公司的长期规划和可持续发展提供有益的参考意见。
[Abstract]:As the economy booms and the population ages faster. The pharmaceutical industry has got rapid development. In the past decade, the global pharmaceutical market has maintained a relatively stable growth. China has also entered the third largest drug market in the world and the fastest growing global pharmaceutical market. The rapid growth of pharmaceutical economy intensifies the competition of the market, and the marketing concept and form are changing day by day. The innovation of marketing management has become the survival of enterprises in the new period. The guiding ideology of seeking development and meeting challenges. The pharmaceutical industry as a sunrise industry, under the background of China's reform and opening up, has been unprecedented development, but with the deepening of the market and the gradual adjustment of pharmaceutical policy. Many pharmaceutical enterprises have to face the severe problems of how to survive and how to develop. Shenzhen Hongkang medicine, as a medium-sized pharmaceutical circulation enterprise, has developed rapidly since its establishment. However, with the change of medicine market environment in recent years, its management concept has not kept pace with the times, and it has shown its outmoded malpractice. In view of this, there is an urgent need to reform its current marketing strategy. This article mainly takes Hongkang Pharmaceutical Company's marketing management innovation as the research object, through to the Hongkang medicine company external marketing environment display, unifies the correlation marketing management theory, uses the SWOT analysis method. First of all, the article analyzes the marketing situation of Hongkang Pharmaceutical Company, and points out the present situation and reasons of Hongkang Pharmaceutical Company's marketing management, and then makes use of the company's superior resources. Starting with the elements of marketing combination, this paper puts forward the corresponding innovation strategy, that is, "control terminal". Finally, it gives specific marketing measures-using people, choosing "goods", fine layout, strictly controlling sales. United Brothers to traditional Chinese medicine as a breakthrough channel, fully integrated the second and third terminals and other aspects. Through the discussion of the above contents, this paper puts forward some measures, which is helpful to the research of marketing management innovation theoretically and enriches the content of marketing theory. From the practical point of view, it provides a template with reference value for our country's individual drugstore to go out of a standardized, intensive development road, which is helpful to improve the business model of pharmaceutical commercial enterprises. From the macro point of view. Its significance is to urge enterprises to recognize the problems, re-recognize and strengthen the innovation of marketing management. From the micro point of view, the development of Hongkang is also related to the vital interests of the majority of employees. The research of this topic can provide a useful reference for the long-term planning and sustainable development of Hongkang Pharmaceutical Company.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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