TL药业营销渠道改进研究

发布时间：2018-06-22 19:05

本文选题：太龙药业 + 营销渠道　；参考：《东华大学》2017年硕士论文

【摘要】：随着我国经济的持续发展,人民生活水平的不断改善,医药行业和健康保健受到了人们前所未有的重视。一方面,由于人口结构老龄化程度在我国的加剧,以及环境的污染问题越来越严重,使得药品需求呈持续增长之势。另一方面,近年来,国家卫生局针对医疗体制改革先后出台了一系列的政策,随着政策的不断实施,政府制定的基本药物的招标政策的不断完善,我国医药分销市场得到进一步的开放,外资制药企业不断涌入我国医药市场,国内的医药生产企业面临的竞争和压力不断加大。这种情况下,医药生产企业要取得公司的可持续性地发展,就必须要改变企业的营销模式,如何正确地选择适合自身的营销渠道是当前各医药企业亟待解决的首要课题,而企业营销渠道的效率、企业对营销渠道的控制力以及药品生产企业和经销商之间的协调性是决定医药企业选择何种营销渠道模式的关键性要素。本论文希望通过深入研究太龙药业公司现有营销渠道现状,找到更加适合太龙药业公的营销渠道模式,以便在未来的医药市场竞争中能取得竞争优势。本文通过分析太龙药业近几年来药品的销售情况、药品种类特点、公司现有营销渠道现状,结合深度访谈和调查问卷总结企业现有营销渠道中存在的问题和产生的原因,找到符合太龙药业发展的渠道改进方案。论文的具体结构如下:第一章:绪论。阐述选题背景、选题的意义、研究的内容框架以及本文所要解决的问题。作为论文的开头部分,主要是通过分析太龙药业所处的市场环境来分析公司现有渠道,进而提出相应的研究内容、方法、框架和技术路线。第二章:药品营销渠道理论研究。通过对我国医药营销渠道概念及医药营销渠道模式进行研究和梳理,为后面对太龙药业现有渠道进行分析奠定相关的理论基础。第三章:太龙药业营销渠道模式现状分析。通过对太龙药业渠道成员进行深度访谈,总结出太龙药业现有营销渠道的不足以及产生的原因,为后面对太龙药业营销渠道的改进找到突破点。第四章:太龙药业不同渠道内消费者的行为分析。通过设计调查问卷,并对所收集的问卷进行数据分析,总结出不同渠道内消费者做出购买的动机和影响因素。第五章:太龙药业渠道改进建议。通过对访谈和调查问卷的结果进行分析,找到适合太龙药业的渠道改进建议。第六章:结论。
[Abstract]:With the continuous development of economy and the improvement of people's living standard, people pay more attention to medicine and health care. On the one hand, because of the aggravation of population structure in our country and the more and more serious environmental pollution, the demand for drugs is increasing continuously. On the other hand, in recent years, the National Health Bureau has issued a series of policies in response to the reform of the medical system. With the continuous implementation of the policy, the bidding policy for essential drugs formulated by the government has been continuously improved. China's pharmaceutical distribution market has been further opened, foreign pharmaceutical enterprises continue to pour into our pharmaceutical market, domestic pharmaceutical production enterprises are facing increasing competition and pressure. In this case, in order to achieve the sustainable development of the company, the pharmaceutical production enterprises must change their marketing mode. How to select the marketing channel which is suitable for their own is the most important task to be solved urgently. The efficiency of marketing channels, the control of marketing channels and the coordination between pharmaceutical manufacturers and distributors are the key factors to determine which marketing channel mode pharmaceutical enterprises choose. This paper hopes to find a more suitable marketing channel model for Tailong Pharmaceutical Company through in-depth study of the current situation of marketing channels in order to obtain competitive advantage in the future pharmaceutical market competition. Based on the analysis of the drug sales situation, the characteristics of the drugs, the current situation of the company's existing marketing channels, the problems and the causes of the existing marketing channels in the enterprises, this paper summarizes the problems in the existing marketing channels of the enterprises by combining the in-depth interviews and questionnaires. Find ways to improve the development of Tai long Pharmaceutical Industry. The specific structure of the paper is as follows: chapter one: introduction. This paper expounds the background of the topic, the significance of the topic, the content framework of the study and the problems to be solved in this paper. As the beginning part of the paper, it mainly analyzes the existing channels of the company by analyzing the market environment of Tailong Pharmaceutical Industry, and then puts forward the corresponding research contents, methods, framework and technical route. The second chapter: drug marketing channel theory research. Through the research and combing of the concept of pharmaceutical marketing channel and the mode of pharmaceutical marketing channel in our country, this paper lays a theoretical foundation for the analysis of the existing channels of Tailong pharmaceutical industry. The third chapter: the current situation analysis of the marketing channel mode of Tailong Pharmaceutical Industry. Through the in-depth interviews with the members of the Tailong pharmaceutical industry, this paper summarizes the shortcomings and causes of the existing marketing channels of the Tailong pharmaceutical industry, and finds a breakthrough point for the improvement of the marketing channels of the Tailong pharmaceutical industry. Chapter four: the behavior analysis of consumers in different channels of Tailong Pharmaceutical Industry. By designing the questionnaire and analyzing the data of the questionnaire, the author summarizes the motivation and influence factors of consumers in different channels. Chapter five: suggestions on channel improvement of Tailong pharmaceutical industry. Through the analysis of the results of interviews and questionnaires, we find out the channel improvement suggestions for Tailong Pharmaceutical Industry. Chapter six: conclusion.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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