NH制药公司销售人员绩效管理问题及优化研究

发布时间：2018-09-04 16:14

【摘要】：随着我国经济的飞速增长,人民生活水平的不断提高,医疗保健行业也随着需求增长逐渐地在壮大和规范,制药行业越来越受到公众和政府的关注,在国民经济中占据着越来越重要的位置。作为医药产业的上游,制药产业一直以来都是关系国计民生的重要产业,开放的市场环境和庞大的医药市场也吸引了国际众多的制药企业。医药市场的秩序也随着国家法治体制的不断完善,进行着一次次地“医改”、“药改”等调整,整个行业持续保持着良好发展态势,规模效益日益稳步增长。销售是制药企业的关键环节之一,是企业实现目标利润和产品价值的保证,是企业攻坚克难的第一关口。针对目前庞大的药品市场,制药企业如何将公司在价值链前端所有的劳动转换为企业利润,销售部门如何通过绩效管理达到做大做强的目标,如何建立科学的销售人员绩效管理体系,如何提高销售队伍的主动性与战斗力,已经成为制药企业发展的重中之重,也是亟待思考的问题。制药企业必须运用管理学的原理,结合实际和自身发展进行科学化的销售管理,从单个销售人员终端到企业销售管理决策统筹综合体系进行战略部署,才是制药企业实现战略目标、提高经营业绩的关键。本文以NH制药集团在中国的公司作为研究案例,结合作者在NH制药(中国)公司的工作经验,对绩效管理的相关基本理论进行了阐述,利用所掌握的相关绩效管理知识,从NH制药公司概况和销售绩效管理的现状两个层次进行了梳理,全面地分析NH制药公司现行销售人员绩效管理的利弊,提出NH制药公司销售人员绩效管理现状存在的具体问题,最后对NH制药公司销售人员绩效管理的优化策略进行了探索,并提出相应的组织和制度上的优化措施。希望通过本文的研究,对NH制药公司和国内众多类似制药企业的销售人员管理体系的制定及其优化提供相应的指导意见和应对措施。
[Abstract]:With the rapid growth of our economy and the continuous improvement of people's living standards, the medical and health care industry is gradually expanding and standardizing with the growth of demand, and the pharmaceutical industry is receiving more and more attention from the public and the government. It occupies an increasingly important position in the national economy. As the upstream of the pharmaceutical industry, the pharmaceutical industry has always been an important industry related to the national economy and people's livelihood. The open market environment and the huge pharmaceutical market have attracted a lot of international pharmaceutical enterprises. The order of the medicine market is also with the national legal system continuously consummating, carrying on the adjustment of "medical reform" and "drug reform" again and again, the whole industry maintains the good development situation, the scale benefit grows steadily day by day. Sales is one of the key links of pharmaceutical enterprises, it is the guarantee of realizing the target profit and product value, and the first key point for the enterprises to tackle the difficult problems. In view of the current huge drug market, how do pharmaceutical enterprises convert all their labor in the front end of the value chain into corporate profits, and how do sales departments achieve the goal of becoming bigger and stronger through performance management? How to establish a scientific performance management system for sales personnel and how to improve the initiative and combat effectiveness of the sales force has become the most important issue in the development of pharmaceutical enterprises, and it is also an urgent problem to be considered. Pharmaceutical enterprises must use the principle of management, combine the actual and own development to carry on the scientific sales management, from the single sales personnel terminal to the enterprise sales management decision-making integrated system to carry on the strategic deployment. Only then is the pharmaceutical enterprise realizes the strategic goal, enhances the management performance the key. In this paper, NH Pharmaceutical Group in China as a case study, combined with the author's experience in NH Pharmaceutical (China) company, performance management related to the basic theory, using the relevant knowledge of performance management. This paper analyzes the advantages and disadvantages of NH pharmaceutical company's current sales personnel performance management from the two levels of general situation of NH pharmaceutical company and the present situation of sales performance management, and puts forward the concrete problems existing in the present situation of NH pharmaceutical company's sales personnel performance management. Finally, the optimization strategy of NH pharmaceutical company sales personnel performance management is explored, and the corresponding organizational and institutional optimization measures are put forward. Through the research of this paper, the author hopes to provide the corresponding guidance and countermeasures for the establishment and optimization of the sales personnel management system of NH Pharmaceutical Company and many similar pharmaceutical enterprises in China.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F426.72

【相似文献】