S制药公司营销渠道管理策略研究

发布时间：2018-02-15 05:37

本文关键词： 医药营销渠道渠道管理渠道策略　出处：《华东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：医药行业与国家的政策关联度非常高,近年来医药改革对我国医药行业产生了深远的影响。医改过程中国家政策的密集出台,国家对医药商品的价格管控,药品集中招标采购,基本药物制度等都促使医药市场格局不断改变,而医药营销渠道的格局也随之而变。医药营销渠道是联系医药企业和药品终端消费者的纽带,营销渠道选择的正确与否直接关系到市场营销的兴衰,企业经营的成败。医药营销渠道是医药企业的战略资源,能够为医药企业带来持久的竞争优势。本文阐述了国内外营销渠道相关理论,以本人曾工作过的S制药公司为例,通过对S公司营销渠道现状分析,以及对渠道成员间的权力结构失衡,渠道利益分配不合理等问题的研究,并结合相关的市场营销渠道理论,为S公司的渠道管理策略提出一些个人建议。
[Abstract]:The pharmaceutical industry and policy related countries is very high, in recent years the medical reform has a profound impact on China's pharmaceutical industry. Chinese policy reform process was issued, the state of the pharmaceutical price control of bidding and purchasing drugs, the basic drug system has prompted the pattern of the pharmaceutical market is constantly changing, and marketing channels the pattern of change. The pharmaceutical marketing channel is the link between pharmaceutical companies and drug consumers, the right choice of marketing channels is directly related to the rise and fall of the market marketing, the success of business. The pharmaceutical marketing channel is a strategic resource of pharmaceutical enterprises, can bring lasting competitive advantage for the pharmaceutical enterprises.
This paper reviewed the relevant theories of marketing channel, I have worked with the S pharmaceutical company as an example, through the analysis of the current situation of marketing channel of S company, and the imbalance of power structure between channel members, channel of the unreasonable distribution of benefits and other issues, and associated with the marketing channel theory, put forward some personal suggestions for the channel management strategy of S company.

【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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