中國(guó)醫(yī)藥行業(yè)銷售模式及營(yíng)銷戰(zhàn)略研究

1、中國(guó)醫(yī)藥行業(yè)銷售模式及營(yíng)銷戰(zhàn)略研究摘要中國(guó)制藥企業(yè)在最近的二十年中發(fā)展迅猛,10 年來(lái)的復(fù)合增長(zhǎng)率約為 13%。近年來(lái)，中國(guó)醫(yī)藥工業(yè)規(guī)模和利潤(rùn)持續(xù)增長(zhǎng)的同時(shí)增速在下降。我國(guó)醫(yī)藥行業(yè)主要存在的問(wèn)題有：行業(yè)集中度低、創(chuàng)新研發(fā)能力不足、產(chǎn)能過(guò)剩、缺乏國(guó)際市場(chǎng)經(jīng)驗(yàn)、成本高、營(yíng)銷模式落后等。營(yíng)銷管理是銷售工作的核心，建立了良好的管理基礎(chǔ)，銷售才能獲得持續(xù)的增長(zhǎng)。藥品市場(chǎng)的形態(tài)比較穩(wěn)定和成熟，目前的營(yíng)銷理論基本能全部函蓋，理論研究在本課題中是次要的

2、。本課題通過(guò)對(duì)我國(guó)醫(yī)療行業(yè)新形勢(shì)的充分理解和分析，全面剖析我國(guó)藥品市場(chǎng)的競(jìng)爭(zhēng)格局，研究各種營(yíng)銷模式的利弊，以改善國(guó)內(nèi)制藥企業(yè)的營(yíng)銷模式來(lái)提升企業(yè)的競(jìng)爭(zhēng)力。全文共分七章：第一章，緒論。闡述選題緣由、目的、意義和研究思路。第二章，我國(guó)醫(yī)藥行業(yè)的宏觀狀況。全面了解我國(guó)醫(yī)藥行業(yè)的基本情況和主要存在問(wèn)題。第三章， 企業(yè)營(yíng)銷戰(zhàn)略理論綜述、我國(guó)制藥企業(yè)營(yíng)銷模式分析。從理論入手，全面分析研究四種營(yíng)銷模式的優(yōu)缺點(diǎn)。第四章， 跨國(guó)制藥公司在中國(guó)的營(yíng)銷模式。

3、分析跨國(guó)制藥公司在中國(guó)的發(fā)展概況、營(yíng)銷策略。第五章，我國(guó)制藥企業(yè)營(yíng)銷模式選擇的研究。分析企業(yè)、產(chǎn)品、市場(chǎng)的不同特征對(duì)應(yīng)不同的營(yíng)銷模式。第六章，國(guó)內(nèi)制藥企業(yè)營(yíng)銷模式創(chuàng)新實(shí)證分析。期望通過(guò) 4 個(gè)企業(yè)的成功案例啟發(fā)企業(yè)經(jīng)營(yíng)Marketing management is the core of sales. Only a sound management foundation is established, could sustained g

4、rowth of sales be achieved. The different forms of pharmaceutical market are stable and matured and could be covered by the current marketing theories, therefore the basic theoretical research is of secondary importance

5、in the thesis.The thesis is to find solutions to improve the domestic pharmaceutical industry's marketing model and improve the competitiveness of enterprises by through the full understanding and analysis of the new

6、 situation of medical industry, comprehensive analysis of the competitive landscape of China's pharmaceutical market, and the study of pros and cons of various marketing. The thesis is divided into seven

7、chapters: The first chapter, Introduction, elaborated the background, purpose, implication and methods of the research.Chapter II, Chinese macroeconomic situation of the pharmaceutical industry. A comprehensive