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| 论文编号： | 2710 | |
| 作者编号： | 2120082495 | |
| 上传时间： | 2010/11/24 13:02:01 | |
| 中文题目： | 东药集团处方药区域渠道战略研究 | |
| 英文题目： | The regional channel strategy of prescription drugs | |
| 指导老师： | 周建 | |
| 中文关键字： | 东药集团 处方药 渠道战略 | |
| 英文关键字： | East Pharmaceutical Group Prescription drug Channel strategy | |
| 中文摘要： | 摘 要 医药产业作为国民经济中的支柱产业，扮演着举足轻重的角色，关系到社会稳定、人民健康和市场经济的快速有序发展; 医药行业是举世公认的具有最大潜力的行业。以高技术、高投入、高风险、高收益 、国际化的为主要特征，属技术密集型产业，被誉为“朝阳产业”。 在2010年我国医药行业正在经历一场医药体制改革，相关政策相继出台，对医药产业链的产生了重大影响。东药集团作为医药行业的一员，也深受影响。在医药行业巨变的背景下，东药集团如何面对改革的浪潮，如何在这次改革中立于不败之地，朝着“百年东药”的目标迈进。成为我们目前急需解决的问题。 本文正是以此为切入点，以医药企业的区域渠道战略的研究为背景，以东药集团区域处方药渠道战略为研究目标，运用“五力模型及SWOT”分析工具对目前东药集团目前所处的内外部环境进行了具体分析，并将分析结果结合渠道理论和战略理论，对东药集团的处方药区域渠道战略提出了相应的实施方案及应注意的问题。 本文的创新性在于运用渠道理论和战略理论相结合将影响东药集团构建处方区域药渠道战略的要素进行细化，从而全面剖析了在新医改背景下，结合处方药销售特点和企业的自身情况进行区域渠道战略的实施方案和实施的决定因素。在处方药渠道构建中，打破了“大而全,一刀切”的做法,对市场进行细分和区域进行细分，从而提出区域渠道战略的实施方案，明确了区域渠道构建的关键要素之所在。 | |
| 英文摘要： | Abstract Pharmaceutical industry as the pillar industry of national economy, plays a pivotal role in the social stability, people's health and the rapid and orderly development of market economy; the pharmaceutical industry is widely recognized as having the greatest potential of the industry. High-tech, high investment, high risk, high-yield and international as the main feature, is a technology-intensive industries, known as "sunrise industry." In 2010, China's pharmaceutical industry is undergoing a transformation, medical system reform announced policies were introduced, on the Pharmaceutical Industry had a major impact. East Pharmaceutical Group, as a member of the pharmaceutical industry is also seriously affected. Changes in the context of the pharmaceutical industry, the East Pharmaceutical Group to face the wave of reform, how this reform in an invincible position in the "East a century medicine," the goal. Become an urgent problem at present. This article is this as an entry point to pharmaceutical companies of the regional channel strategies for the background, east of the Pharmaceutical Group, the regional channel strategies for the prescription drug research objectives, the use of the "five forces model and SWOT" analysis tools to present the East Pharmaceutical Group currently internal and external environment at a concrete analysis, and results with channel theory and strategic theory, on the East Pharmaceutical Group's proposed prescription drug regional channel strategy and corresponding implementation plan should pay attention to. This innovation lies in the use of channel theory and strategic theory combined will affect the East Pharmaceutical Group Construction prescription regional drug channel strategy elements of refinement, so a comprehensive analysis of the new health reform context, the East Pharmaceutical Group, a collection of prescription drug sales characteristics and business conducted its own regional channel implementation of the strategy advice and implementation of the decision factors. Construction of prescription drugs in the channel, breaking the "large, one size fits all" approach, for market segmentation and region segmentation, channel strategy and recommend the implementation of regional programs, defined the key elements of regional channels where the building. | |
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