S公司渠道策略改进研究

发布时间：2018-01-14 00:04

本文关键词：S公司渠道策略改进研究　出处：《天津财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：医药行业和人民群众的生活健康息息相关,伴随着中国老龄化社会的到来,国家和人民对医药工业都给予了前所未有的重视。医药行业也是政策关联度很高的行业,近年来针对医疗体制改革,国家先后出台了很多的政策,包括价格的放开,基本药物政策,低价药物政策,药品集中采购政策医药流通行业政策,甚至互联网药品销售政策等,这些都使医药市场产生了巨大的变化,随着而来的是医药营销渠道的变化。每一次变化都使的营销渠道的重要作用变得更为凸显。渠道是企业沟通的重要桥梁,是医药生产及销售企业开展竞争活动的主体竞争因素。本文回顾了相关国内外营销渠道的研究背景,阐述了国内医药渠道建设的发展过程。笔者目前正就职于s公司,因此将其作为主体研究对象,对s公司营销渠道发展现状进行全面分析,由于s公司并未构建完善的营销渠道发展模式,笔者结合市场营销渠道的理论,有针对性提出相关整改方案。
[Abstract]:The pharmaceutical industry and people's life health is closely related with the Chinese the arrival of the aging society, the state and the people are given a hitherto unknown attention to pharmaceutical industry. The pharmaceutical industry policy is also linked to the high degree of industry in recent years, the reform of medical system, China has introduced many policies, including price liberalization the basic drug policy, low-cost drug policy, drug procurement policy of the pharmaceutical distribution industry policies, and even Internet drug sales policy, the pharmaceutical market has changed greatly, with the coming of the change of marketing channels. The important role of every change to the marketing channel has become more prominent channels. Is an important bridge between enterprises, is the production and sale of pharmaceutical enterprises to carry out competition activities of the main competitive factors. This paper reviews the related domestic and foreign research of marketing channel The background, describes the development process of the domestic pharmaceutical channel construction. The author is currently working in S company, as the research object, carries on the comprehensive analysis of the current situation of the development of marketing channel of S company, the s company did not build a perfect marketing channel development model, combining the marketing channel theory, puts forward relevant rectification plan.

【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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