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论文编号：	3549
作者编号：	2220091799
上传时间：	2011/10/15 16:30:07
中文题目：	德康源医药公司营销渠道模式的选择与拓展策略
英文题目：	KangYuan pharmaceutical company''s choice of marketing channel mode and development strategy
指导老师：	吴晓云
中文关键字：	关键词：德康源医药公司;营销渠道;改进方案
英文关键字：	Keywords: DE KangYuan pharmaceutical companies; Marketing channel; Improvement scheme
中文摘要：	摘 要当下，中国的医药产业正是处于发展与转轨的时期，医药市场和政策在转轨过程中都不断地变化着，在中国将医药分销服务这一市场向国外开放之后，国际上的医药大中型的企业开始角逐中国医药市场，对中国的医药企业而言，机遇、挑战和竞争也随之而来。医药企业越来越将建设营销渠道作为其工作的重点，建设营销渠道现在已经是中国的医药企业在复杂的医药市场上求得生存以及企业发展的非常关键的要素之一，在建设营销渠道的过程中，选择以及优化企业营销渠道策略更是至关重要。当下，中国医药企业需要面对是建立灵活、有效的企业营销渠道，使得该渠道与企业的医药产品的优势、企业内部资源以及企业的战略发展规划契合。这篇论文选择德康源医药公司作为研究的对象，研究德康源的营销渠道，对德康源的长期、快速发展，更好的面对国内外制药企业的竞争，提升企业的核心竞争能力具有重要的现实意义；对同行业类似企业也有一定的参考和借鉴价值。主要内容如下：首先介绍了本文的研究背景和意义，综述了国内外研究现状，阐述了本文的研究方法；接下来，阐述了本文研究的相关理论，总结了我国医药营销渠道的主要模式；第四章分析了其营销渠道的现状，找出了其存在的问题；针对以上的问题，在分析了影响德康源医药公司营销渠道改进的环境因素情况下，制定了德康源医药公司营销渠道改进方案；最后，对德康源医药公司营销渠道改进方案提出相关实施策略：完善营销组织的建设、加强营销人员管理、建立良好的企业文化。
英文摘要：	Abstract At present, China medicine industry is in transition phase, policies, market are in change, our country open medicine distribution services market, foreign pharmaceutical enterprises have to enter China market, Chinese medicine pharmaceutical enterprises are facing unprecedented competition and challenges. More and more medicine enterprise has concentrates on the marketing channel construction, channel construction has become a pharmaceutical enterprise survival and development, and the important factors of marketing channel strategy to optimize and choose the construction and marketing channel marketing channel role of vital. In the present situation, how to build flexible and effective marketing channel mode matched with pharmaceutical enterprise product characteristics, its resources and future development planning, cope with market changes, strengthen enterprise competitiveness, has become a problem that the pharmaceutical company faced. This paper takes DE KangYuan pharmaceutical company as the research object, study its marketing channel, which have important practical significance on the rapid，long-term development of company，better face the domestic and foreign pharmaceutical enterprise competition, promote the enterprise core competitive ability; it also has certain reference and reference value to the same industry similar enterprises. Main contents are as follows: firstly introduces the background and significance, reviewed the research status, expounds this research method; Next, expounds the related theory of this study, summarizes the main mode of pharmaceutical marketing channel; The fourth chapter analyses the present situation of marketing channels, finds out the existing problems; In view of the above problems, on the analysis of the influence DE KangYuan pharmaceutical company's marketing channel improved environmental factors cases, made DE KangYuan pharmaceutical company's marketing channel improvement plan; Finally, put forward relevant strategies on the DE KangYuan pharmaceutical company's marketing channel improvement plan : improve marketing organization construction, strengthen the marketing personnel management, establish the good enterprise culture.
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