LN制药集团分销渠道的管理研究

发布时间：2018-11-29 11:30

【摘要】：随着人民生活水平的提高和对医疗保健需求的不断增长,我国人民对药品的需求量不断加大。我国药品的分销也存在一些问题,与此同时,药品的分销渠道也在随着社会环境的变化而改变,能否寻求合适药企自身发展的分销渠道,影响着药企的发展。在新的社会环境背景下,LN制药集团在清楚了解本企业拥有的优势、劣势及面临的机会、挑战时,如何在实践中实现新的销售突破,提升企业市场占有率,最终实现民族企业的腾飞。本文在对分销渠道相关理论及相关文献整理分析的基础上,首先,对我国医药行业的分销现状进行分析,发现其存在问题,总结现有的药品分销的渠道,研究各种分销渠道的优势和劣势；其次,通过走访LN制药集团,对比分析,用SWOT方法研究该集团的优势、劣势、机遇和挑战；最后,引入深度分销模型,为LN制药集团带来分销机遇,而没有实行深度分销的区域则对现有的分销渠道进行改进,提出一些分销渠道改进的建议。本文分为五个部分：第一章,引言。此部分主要是介绍本论文的选题背景、本论文的基本内容和技术路线路以及本论文的研究目的与意义。第二章,相关理论综述。引述分销渠道的相关理论、本论文的研究方法以及国内外学者对分销渠道管理的理研究成果,总结分销渠道涉及的理论知识和先前学者的研究,探析本文后续研究的理论基础,有理有据的做好LN制药集团分销渠道的研究。第三章,医药行业管理及渠道模式探析。分析我国医药行业管理特征以及我国药品分销渠道的管理上存在的问题,探讨现阶段药品分销渠道研究中的主要模式。通过对LN制药集团的单位成员、经销商等进行调研,针对LN制药集团的药品分销渠道进行SWOT分析。第四章,分销模型设计以及分销渠道管理。在研究深度分销模型的理论基础上,分析LN制药集团深度分销存在的问题,从而对LN制药集团药业深度分销模型和实施流程进行设计。探讨LN制药集团分销渠道管理改进的一些建议。第五章,结论与展望。
[Abstract]:With the improvement of people's living standard and the increasing demand for medical care, the demand for medicine is increasing. There are some problems in the distribution of drugs in China. At the same time, the distribution channels of drugs are changing with the change of social environment. In the new social environment, LN Pharmaceutical Group has a clear understanding of the strengths, weaknesses, opportunities and challenges faced by the enterprise, how to achieve a new sales breakthrough in practice to enhance the market share of the enterprise. Finally, to realize the take-off of national enterprises. Based on the theory of distribution channel and the analysis of related documents, this paper firstly analyzes the current situation of the distribution of pharmaceutical industry in China, finds out the existing problems, and summarizes the existing channels of drug distribution. To study the advantages and disadvantages of various distribution channels; Secondly, by visiting LN Pharmaceutical Group, comparative analysis, using the SWOT method to study the strengths, weaknesses, opportunities and challenges of the group; Finally, the deep distribution model is introduced to bring distribution opportunities for LN pharmaceutical group, while the existing distribution channels are improved in the areas without deep distribution, and some suggestions for improvement of distribution channels are put forward. This article is divided into five parts: the first chapter, introduction. This part mainly introduces the background of this paper, the basic content of this paper and the technical route, as well as the purpose and significance of this paper. The second chapter is a review of relevant theories. Citing the relevant theories of distribution channels, the research methods of this paper and the theoretical research results of domestic and foreign scholars on the management of distribution channels, summarizing the theoretical knowledge involved in distribution channels and the previous studies of scholars, the theoretical basis of the subsequent research in this paper is analyzed. Do a reasonable and well-founded LN pharmaceutical group distribution channel research. The third chapter, the medicine profession management and the channel pattern analysis. This paper analyzes the management characteristics of the pharmaceutical industry in China and the problems existing in the management of the drug distribution channels in China, and probes into the main models of the current research on the drug distribution channels. Through the investigation of the unit members and dealers of LN Pharmaceutical Group, the distribution channel of LN Pharmaceutical Group was analyzed by SWOT. The fourth chapter, distribution model design and distribution channel management. On the basis of studying the theory of deep distribution model, this paper analyzes the problems existing in the deep distribution of LN pharmaceutical group, and then designs the deep distribution model and implementation process of LN pharmaceutical group. This paper discusses some suggestions for improving the distribution channel management of LN Pharmaceutical Group. Chapter five, conclusion and prospect.
【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

【相似文献】