G企业A药品销售模式转型研究

发布时间：2018-06-24 01:51

本文选题：药品销售 + 销售模式　；参考：《天津大学》2014年硕士论文

【摘要】：随着我国医疗改革的不断深入，医药厂家的药品销售模式也不断的创新，传统的药品销售模式已经不能适用于现代化的药品销售管理活动。因此根据国家医疗改革的步伐，转变药品的销售模式已经成为企业促进药品销售绩效的关键所在。本文就是针对这样的研究背景，以G企业A药品销售为具体的研究案例，对G企业A药品销售模式转型问题进行了详细的分析和讨论。在本文的研究过程中，本文详细的分析了我国的药品销售渠道发展的主要阶段及其特点，，在此基础之上，重点讨论了买断销售、代理销售、经销制销售以及低价承包销售模式等特点以及优缺点。为本文的研究奠定了理论基础。在理论分析的基础之上，本文以G公司A药品销售渠道转向为具体的研究对象，在对G公司A药品销售的现状进行介绍的基础之上，详细的分析了该药品在当前销售模式下所存在的问题。其中通过本文的分析看出，当前G公司A药品在销售模式方面主要存在着串货现象严重，区域管理困难、药品销售渠道冲突严重、医药招标体制不完善等问题。针对这样的问题，本文详细的从外部环境以企业的内部环境两个方面分析了G公司A药品在销售模式转型的影响因素。并且针对分析的结果提出了G公司A药品在销售模式方案，强调应该转变原有的取消底价销售模式，转为专业化运营模式，其中厂家直接放货给专业的药品销售商业公司，并且通过厂家与商业公司共同招商的方式来来选择经销商。希望通过本文的研究，有效的避免G公司A药品最低价销售的政策性风险，同时也有效的减少了药品销售过程中的中间环节、避免了多个经营商之间的相互串货以及渠道冲突等问题。提高了药品销售的渠道管理质量。进而有效的提高了G公司A药品的销售绩效。
[Abstract]:With the deepening of medical reform in China, the drug sales model of pharmaceutical manufacturers has been innovating constantly. The traditional drug sales model can no longer be applied to modern drug sales management activities. Therefore, according to the pace of national medical reform, changing the drug sales model has become the key to promote drug sales performance. Based on this research background, this paper makes a detailed analysis and discussion on the transformation of A drug sales model in G enterprise. In the research process of this paper, this paper analyzes the main stages and characteristics of the development of drug sales channels in China in detail. On this basis, it focuses on the discussion of buyout sales, agency sales, Distribution system sales and low-cost contract sales model and other characteristics as well as advantages and disadvantages. It lays a theoretical foundation for the research of this paper. On the basis of theoretical analysis, this paper takes G Company A drug sales channel as the specific research object, on the basis of introducing the current situation of G company A drug sales. The problems existing in the current sales mode of the drug are analyzed in detail. Through the analysis of this paper, it can be seen that there are some problems in the sale mode of A drugs in company G, such as serious chain of goods, difficulty in regional management, serious conflict of drug sales channels, imperfect bidding system of medicine and so on. In order to solve this problem, this paper analyzes in detail the factors influencing the transformation of A drugs in G Company from the external environment and the internal environment of the enterprise. And based on the results of the analysis, the paper puts forward the plan of A drug sale mode in G Company, emphasizing that the original sales mode should be changed from the base price to the specialized operation mode, in which the manufacturers directly release the goods to the specialized drug sales commercial companies. And through manufacturers and commercial companies to select dealers in the way of joint investment. I hope that through the research in this paper, we can effectively avoid the policy risk of the lowest price sales of drugs in G Company A, and at the same time effectively reduce the intermediate links in the process of drug sales. Avoid a number of operators between the string of goods and channel conflicts and other problems. Improved the quality of drug sales channel management. And then effectively improve the G company A drug sales performance.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

【相似文献】