鲁南制药集团营销渠道变革策略研究

发布时间：2018-10-15 21:04

【摘要】：随着医药行业市场化加速，医改政策不断推行，制药企业竞争日益激烈，具有营销渠道优势是获得持久竞争力的有效途径之一。在此背景下，对鲁南制药集团营销渠道变革进行深入分析。论文综合运用文献综述、理论联系实际的研究方法。首先，总结国内外的营销渠道学术研究情况，明确中西方关于营销渠道方面的主要研究理论。其次，对于本文研究所需的市场营销、营销渠道、医药营销渠道相关理论进行阐述，为研究奠定理论基础。之后分析我国医药营销渠道的基本状况和发展趋势，找到其普遍存在的问题，并分析新型医疗改革政策对医药营销渠道的影响。运用PEST分析法、五力模型法对鲁南制药集团的营销环境进行分析。总结鲁南制药集团现存的两种营销渠道模式，从销售能力和绩效综合测算方面定量分析两种渠道，研究现有营销渠道存在的问题：渠道模式选择缺乏科学性、渠道管理不到位、渠道结构设计不合理。论文依据一定的优化原则对鲁南制药集团的营销渠道进行优化变革，根据实际情况，提出优化方案，即在原有渠道的基础上，设立社会渠道和自有渠道两套渠道系统，运用创新的方法，，对不同地区有针对性的实施不同营销渠道方案。论文在最后总结了研究结论，对变革后的渠道管理、渠道信息化和电子渠道创新等有待进一步解决的问题提出研究展望。论文认为，鲁南制药集团在新渠道的带动下，可以提高经营效率，扩大市场覆盖率，在制药企业的竞争中具有更大优势，实现企业战略化发展。
[Abstract]:With the acceleration of the marketization of the pharmaceutical industry, the continuous implementation of the medical reform policy, pharmaceutical enterprises increasingly fierce competition, with the advantage of marketing channels is one of the effective ways to obtain lasting competitiveness. Under this background, the marketing channel reform of Lunan Pharmaceutical Group is deeply analyzed. The thesis synthetically uses the literature review, the theory unifies the practice research method. First of all, summarize the domestic and foreign marketing channel academic research situation, clear the main research theory of the marketing channel between China and the west. Secondly, the relevant theories of marketing, marketing channels and pharmaceutical marketing channels are expounded in this paper, which lays a theoretical foundation for the research. Then it analyzes the basic situation and development trend of the pharmaceutical marketing channel in China, finds out the common problems, and analyzes the influence of the new medical reform policy on the pharmaceutical marketing channel. The marketing environment of Lunan Pharmaceutical Group is analyzed by PEST analysis and five-force model method. This paper summarizes the two existing marketing channel models of Lunan Pharmaceutical Group, quantitatively analyzes the two channels from the aspects of sales ability and comprehensive measurement of performance, and studies the problems existing in the existing marketing channels: the lack of scientific channel mode selection, and the lack of channel management. The design of channel structure is unreasonable. According to certain optimization principles, this paper optimizes the marketing channel of Lunan Pharmaceutical Group. According to the actual situation, it puts forward the optimization scheme, that is, on the basis of the original channel, two channels system, social channel and own channel, are established. Use innovative methods to implement different marketing channel programs in different regions. Finally, the paper summarizes the research conclusions, and puts forward the research prospects for the further problems such as channel management, channel information and electronic channel innovation after the change. The paper holds that the Lunan Pharmaceutical Group can improve the management efficiency, expand the market coverage rate, have more advantages in the competition of pharmaceutical enterprises, and realize the strategic development of the enterprises under the impetus of the new channel.
【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

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