HX公司基层医院托管药房营销策略研究

发布时间：2018-04-01 09:48

本文选题：一心堂　切入点：医疗机构　出处：《昆明理工大学》2014年硕士论文

【摘要】：医药卫生体制改革一向是政府公共服务的难题,始于2006年的医疗卫生体制改革在百姓的呼声中启程。看病难、看病贵是中国长期存在、不可否认的事实。首先是医院治疗、药品费用太贵,普通老百姓难以承受。其次是医药资源分布不均衡。在农村,老百姓难以得到优质的医疗资源,被迫挤入大都市大医院看病,形成了看病难的局面。因此,医疗问题早就成为百姓们最迫切需要解决的问题之一我们深知,医改的重要性和必要性,同时也是一个复杂而长期的过程。本人所在单位云南鸿翔一心堂药业(集团)股份有限公司旗下的HX公司一直在尝试通过市场运作的方法进行切入。公司不断地在探索、研究、综合地分析每个利益链条上的各方,分析各利益团体的正当利益和非正当利益,进而探求一套积极有效的利益管理方法,以便能让利益各方在医改中获得最大收益。本文的出发点从医疗卫生体制改革、城镇职工基本医疗保险制度、药品分类管理制度的实施开始分析。通过研究发现,药品消费市场将从单一的医疗机构内部竞争转向由医疗机构、药店和其他商业网点构成的多元化竞争,形成多渠道的消费格局。基层医疗机构药房和传统的社会药房都面临着越来越大的挑战。医疗机构药房是医院重要组织单元,其专业性、技术性、规范性,都较之社会药房有着绝对的优势。例如医院药房有较高水平的医疗团队,有更丰富的检查手段等。而社会药房尤其是连锁药房,在便利性、经济性、多元竞争性方面,也具有绝对优势,从而,对药房托管的可行性奠定基础。本文以HX公司药房托管的试点经验,找出医院药房托管营销策略的重要因素,以营销管理理论为指导,通过分析这些影响因素对经营行为的影响程度,以期改善经营管理策略。本文着重研究托管药房营销策略环节,通过改善托管药房经营管理,保障与药相关的所有环节更加人性化,最终达到服务增值。
[Abstract]:The reform of the medical and health system has always been a difficult problem for the government's public service. The reform of the medical and health system, which began in 2006, set off in the voice of the common people. It is an undeniable fact that medical treatment is difficult and expensive in China for a long time. First of all, hospital treatment. The cost of medicines is too expensive for ordinary people to bear. Secondly, the distribution of medical resources is not balanced. In rural areas, people are unable to obtain high-quality medical resources and are forced to see doctors in large hospitals in metropolitan areas, thus creating a difficult situation for them to see a doctor. Medical treatment has long been one of the most urgent problems that people need to solve. We are well aware of the importance and necessity of health care reform, At the same time, it is also a complicated and long-term process. The HX Company, which is owned by Yunnan Hongxiang Shentang Pharmaceutical (Group) Co., Ltd., has been trying to cut through the method of market operation. The company is constantly exploring and researching. This paper comprehensively analyzes the parties in each interest chain, analyzes the legitimate and illegitimate interests of each interest group, and then explores a set of positive and effective methods of interest management so as to enable the benefit parties to obtain the maximum benefit in the medical reform. The starting point of this paper is the reform of the medical and health system, the implementation of the basic medical insurance system for urban staff and workers, and the implementation of the classified drug management system. The drug consumption market will shift from competition within a single medical institution to a diversified competition made up of medical institutions, pharmacies and other commercial outlets. To form a multi-channel consumption pattern. The pharmacies of primary medical institutions and traditional social pharmacies are facing increasing challenges. Pharmacies of medical institutions are important organizational units of hospitals, which are professional, technical, normative, Both have absolute advantages over social pharmacies. For example, hospital pharmacies have a higher level of medical teams and more abundant examination methods. And social pharmacies, especially chain pharmacies, are in terms of convenience, economy, and multiple competitiveness. Also has the absolute superiority, thus, establishes the foundation to the pharmacy trusteeship feasibility. Based on the experience of HX Company, this paper finds out the important factors of hospital pharmacy trusteeship marketing strategy, with the guidance of marketing management theory, through the analysis of the influence of these factors on business behavior, In order to improve the management strategy. This paper focuses on the marketing strategy of the escrow pharmacy. By improving the operation and management of the escrow pharmacy, we can ensure that all the links related to the medicine are more humanized, and finally the service increment can be achieved.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;R197.1;F426.72

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