中小型医药企业的关系营销策略研究

发布时间：2018-05-31 03:06

本文选题：医药企业 + 关系营销　；参考：《南京农业大学》2014年硕士论文

【摘要】：当前,国家对医药行业的改革力度空前巨大,涉及到产业链上下游的各个领域。国家实施的新版GMP、GSP认证对医药企业有了更高要求,在规范竞争秩序和净化营销环境上加大了反商业贿赂、反腐败的执法力度,掀起了新一轮的白色反腐风暴；在整治药价虚高方面,部分地区开始施行“两票制”的税票管控机制,减少药品流通环节,国家在医保付费方面采取更严厉的管控措施,还通过行政干预手段直接降低药品零售价格。多管齐下的改革政策对医药企业的供应链和价值链都产生了巨大影响,国内外大型医药企业凭借在产品、资金、品牌、公共关系、资源获取能力等方面的优势,可以从容应对国家宏观政策调控和医药市场改革,但国内中小型医药企业则不那么幸运,生存形势不容乐观。在市场竞争中,国内外大型医药企业通过4Ps理论的娴熟应用,在终端市场争夺战中攻城掠地,市场份额不断增加,受挤压下的中小型医药企业市场份额相应逐步减少,叉因过票风险的增加和“提现”成本的上升致使医药企业采用“带金销售”的营销策略变得愈发困难,采取单一销售策略的营销观念已不再适应医药市场的发展,急需变革。关系营销是在20世纪80年代探讨服务业市场营销时提出的,并在很多领域得以成功应用,国内中小型医药企业为适应市场竞争,采取关系营销这一策略是最合适的选择。中小型医药企业面对的关系市场横向上包括影响者市场和相关者市场,纵向上包括内部市场、代理商市场和顾客市场。其中代理商市场和内部市场是企业关系营销的核心,而相关者市场、顾客市场、影响者市场也很重要,他们可以助推企业的发展。在与相关市场进行关系活动时,中小型医药企业将中国文化融入到关系营销中,采取富含中国文化和哲学思想的关系策略,可以让彼此间的合作关系更融洽,也更稳固。为更好地说明关系营销在国内中小型医药企业实践的可操作性,本文以双鹭药业的关系营销为例,对双鹭药业的内部市场(代理商市场、内部员工市场)和外部市场(相关者市场、影响者市场)的关系策略做了研究分析,并根据我国中小型医药企业当下面临的生存现状和竞争环境,提出了中小型医药企业应该根据自身的市场定位和竞争优势,做好自身擅长的事,处理好不擅长的事,借助外部关系市场的资源进行专业化、区隔化的关系营销。
[Abstract]:At present, the national reform of the pharmaceutical industry is unprecedented, involving the upstream and downstream fields of the industrial chain. The new GMPP GSP certification implemented by the state has higher requirements for pharmaceutical enterprises, and strengthens the law enforcement against commercial bribery and corruption in the standard competition order and purifying marketing environment, and sets off a new round of white anti-corruption storm. In order to rectify the false high drug prices, some regions have started to implement the "two-vote" tax ticket control mechanism to reduce the circulation of drugs, and the state has taken more stringent control measures in the area of medical insurance payment. Also through the administrative intervention means directly reduces the drug retail price. The multi-pronged reform policy has had a great impact on the supply chain and value chain of pharmaceutical enterprises. Large pharmaceutical enterprises at home and abroad rely on their advantages in products, funds, brands, public relations, access to resources, and so on. We can deal with the macro-policy adjustment and control and the reform of the medicine market, but the small and medium-sized pharmaceutical enterprises in China are not so lucky, and the living situation is not optimistic. In the market competition, large pharmaceutical enterprises at home and abroad, through the skilled application of 4Ps theory, take advantage of the market share in the terminal market competition, and the market share of the small and medium-sized pharmaceutical enterprises is gradually reduced. Due to the increase of the risk of overbooking and the increase of the cost of "withdrawal", it is becoming more and more difficult for pharmaceutical enterprises to adopt the marketing strategy of "sales with gold". The concept of single marketing strategy is no longer suitable for the development of pharmaceutical market, and it is in urgent need of reform. Relationship marketing was put forward in the eighties of the 20th century, and applied successfully in many fields. In order to adapt to the market competition, it is the most appropriate choice for domestic small and medium-sized pharmaceutical enterprises to adopt the strategy of relationship marketing. The relationship market faced by small and medium-sized pharmaceutical enterprises includes the influencing market and the related market horizontally, the internal market, the agent market and the customer market vertically. Among them, the agent market and internal market are the core of enterprise relationship marketing, and the related market, customer market, influence market are also very important, they can help the development of enterprises. In relation activities with related markets, small and medium-sized pharmaceutical enterprises integrate Chinese culture into relationship marketing, and adopt the relationship strategy rich in Chinese culture and philosophy, which can make the cooperative relationship between each other more harmonious and more stable. In order to better explain the operability of relationship marketing in domestic small and medium-sized pharmaceutical enterprises, this paper takes the relationship marketing of Shuanglu Pharmaceutical Industry as an example, and analyzes the internal market (agent market) of Shuanglu Pharmaceutical Co., Ltd. The relationship strategy between internal employee market and external market (relative market, influence market) is studied and analyzed, and according to the existing situation and competitive environment of Chinese small and medium-sized pharmaceutical enterprises, According to their market orientation and competitive advantages, the small and medium-sized pharmaceutical enterprises should do their own good things, deal with the bad things, use the resources of the external relationship market to professionalize and segregate the relationship marketing.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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