新医改背景下济世药业营销渠道转型

发布时间：2018-06-25 01:11

本文选题：新医改 + 基本药物　；参考：《河北经贸大学》2014年硕士论文

【摘要】：随着国家对医疗体制改革进程的迅速推广，药品集中招标采购，基本药物配送制度，公立医疗机构改革等相关配套政策都已陆续出台。2009年7月24号《医疗卫生体制五项重点改革2009年度工作主要安排》由国务院郑重宣布，基本药物招标制度正式实施。2013年对基本药物的数量做了进一步调整，从2009年的307个品种增加到2013年520个品种，基药品种的增加意味着医药市场营销竞争的加剧。由于药品的特殊性，基本药物制度规定农村基层医疗机构必须全部使用基本药物目录中的药品，并且按照零差价销售，，目录以外的药品一律不准在基层医疗机构销售。造成政府强制性扩大中标产品在基层医疗机构的市场份额，同时强行将未中标产品退出基层医疗市场，这就使得原有的药品市场营销渠道发生了重大变化，尤其是未中标厂家，最显著的变化就是药店将取代医院成为药品的重要销售渠道。济世药业是一家具有五十多年历史的中成药制药企业，属于国家高新技术企业。目前医药市场的不断变化，济世药业现有的营销模式已制约了企业的做大做强。本文结合济世药业现有的营销渠道为研究样本，运用营销理论，结合当前新医改大形势，分析济世药业现有的营销渠道存在的优势和不足，对济世药业的营销渠道提出新设想，同时通过对济世药业这个范本的研究，希望对我国现阶段医药营销渠道模式有一定的参考意义。
[Abstract]:With the rapid promotion of the national reform process of the medical system, the centralized bidding and procurement of medicines, the distribution system of essential drugs, The relevant supporting policies such as the reform of public medical institutions have been promulgated one after another. On July 24, 2009, the State Council solemnly announced the main work arrangements for 2009, the five key reforms of the medical and health system. In 2013, the number of essential drugs increased from 307 varieties in 2009 to 520 varieties in 2013. Because of the particularity of drugs, the basic drug system stipulates that the primary medical institutions in rural areas must use all the medicines in the essential drug catalogue, and sell according to the zero difference, and all drugs other than the catalogue are not allowed to be sold in the primary medical institutions. As a result of the government's mandatory expansion of the market share of the winning products in the primary medical institutions and the forced withdrawal of the unsuccessful products from the primary medical care market, this has resulted in significant changes in the marketing channels of the original medicines, especially those that have not been awarded the bid. The most significant change is that pharmacies will replace hospitals as important channels for drug sales. Jishi Pharmaceutical Co., Ltd is a national high-tech pharmaceutical enterprise with a history of more than 50 years. With the change of medicine market, the existing marketing mode of Jishi pharmaceutical industry has restricted the enterprises to be bigger and stronger. This paper combines the existing marketing channel of Jishi Pharmaceutical Industry as the research sample, applies the marketing theory, combined with the current situation of the new medical reform, analyzes the advantages and disadvantages of the existing marketing channel of Jishi Pharmaceutical Industry, and puts forward a new idea on the marketing channel of Jishi Pharmaceutical Industry. At the same time, through the research on the model of Jishi pharmaceutical industry, I hope it has some reference significance to the current pharmaceutical marketing channel mode in our country.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

【参考文献】