DH公司缅甸市场非处方药渠道优化研究

发布时间：2018-07-05 04:49

本文选题：医药市场 + 营销渠道　；参考：《云南大学》2016年硕士论文

【摘要】：随着全球经济发展,医药市场容量不断扩张,尤其是新兴市场国家,药品需求快速增长,已经成为拉动全球医药市场的新动力。面对国内医药市场竞争日益激烈的环境,许多国内药企选择了走出国门,开拓海外市场。但是,经过多年的市场开拓,许多公司海外的药品分销渠道逐渐显现出一些问题,如何解决这些渠道问题,成为下一步市场营销工作的关键。本文以营销和渠道理论为基础,采用文献资料研究法、定量分析、系统分析等方法。首先,对DH公司海外市场营销条件及其在缅甸市场的渠道现状进行分析,总结DH公司在海外市场的优劣势,发现DH公司在缅甸市场的渠道问题；其次,通过分析缅甸市场营销环境,发现缅甸市场的机会与风险,对缅甸当地非处方药品市场进行细分,并结合企业的优势与缅甸市场环境机会确定了其在缅甸的目标市场；再次,从渠道长度、宽度方面,对DH公司在缅甸非处方药目标市场的产品营销渠道结构进行优化,缩短渠道长度,改变原本的单一代理商制为多家代理商的选择性分销：最后,结合DH公司现阶段面临的渠道问题,考虑目标市场与产品,从选择渠道成员、价格体系完善、渠道业务范围划分、渠道权力运用与渠道成员激励、建立办事处,加强渠道控制五个方面,提出针对缅甸市场非处方药渠道的管理优化措施。本文的研究结果对笔者本人的工作及单位的渠道建设和管理工作发展有一定的指导应用价值,希望对其他企业的海外市场渠道工作也能具有一定的参考价值和借鉴意义。
[Abstract]:With the development of the global economy, the capacity of the pharmaceutical market is expanding, especially in the emerging market countries, the rapid growth of drug demand has become a new driving force for the global pharmaceutical market. Facing the increasingly fierce competition in the domestic pharmaceutical market, many domestic pharmaceutical enterprises choose to go abroad and open up overseas markets. However, after many years of market development, many companies overseas drug distribution channels gradually show some problems, how to solve these channel problems, become the next step of marketing work. Based on marketing and channel theory, this paper adopts the methods of literature research, quantitative analysis and systematic analysis. First of all, the paper analyzes the marketing conditions of DH company overseas and its channel status in Myanmar market, summarizes the advantages and disadvantages of DH company in overseas market, and finds out the channel problems of DH company in Myanmar market. By analyzing the marketing environment of Myanmar, finding out the opportunities and risks of Myanmar market, subdividing the local over-the-counter medicine market in Myanmar, and combining the advantages of enterprises and the opportunity of Myanmar market environment to determine its target market in Myanmar; thirdly, In terms of channel length and width, this paper optimizes the product marketing channel structure of DH Company in the target market of over-the-counter drugs in Myanmar, shortens the channel length, and changes the original single-agent system to selective distribution of multiple agents: finally, Combining with the channel problems faced by DH Company at present, considering the target market and products, from the selection of channel members, the perfection of price system, the division of channel business scope, the use of channel power and the encouragement of channel members, the establishment of offices, Five aspects of channel control are strengthened, and the management optimization measures for the over-the-counter drug channel in Myanmar market are put forward. The research results of this paper have certain guiding application value to the author's work and the development of the channel construction and management of the unit, and hope to have certain reference value and reference significance to the overseas market channel work of other enterprises.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.72

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