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论文编号：	6626
作者编号：	2220120502
上传时间：	2014/12/1 17:17:21
中文题目：	数字化时代处方药多渠道整合营销管理研究
英文题目：	Multi-channel Marketing Management Research of the Prescription drug in the Digital Era
指导老师：	韩德昌
中文关键字：	多渠道整合营销,数字化营销,处方药,营销管理
英文关键字：	: Multi-channel Marketing, Digital marketing, Prescription drug, Marketing management
中文摘要：	摘　要医药企业因为信息化的发展，和当前营销渠道多样性的趋势，加之企业的经营成本越来越高，各公司都在尝试通过不同渠道的组合，来达到最佳的营销效果。目前为止，制药企业还没有放弃传统渠道—医药代表的阵地，但是已经在新媒体的道路上开始探索。通过采用数字化渠道取代成本居高不下的医药代表拜访、海内外学术推广会议等，多渠道整合营销（MCM，Multi-channel Marketing）必将成为未来的必然趋势。本研究揭示了处方药多渠道整合营销的概念和本质。将处方药的多渠道整合营销（MCM）根据中国国情理论化，系统化。创新性的将MCM策略构成分为四个重要组成部分：设定一致化目标，渠道优化，创建共享，效力评估。系统地阐述了如何将客户洞察整合统一。系统地思考和选择正确合适的营销渠道。如何创建出更加以客户为中心的整合营销活动，确保内容，渠道，互动性保持同步一致，最后，应用各渠道的数据实现药品的精准营销。为了提高理论的可实践性，本研究还创建了了几套实用的管理工具，比如：整合营销计划和执行指南表，计划有效性核对表，整合营销绩效考核行为量表等。本文核心要强调的是颠覆传统的营销思维，以数据化思维来设计、执行处方药品牌策略。建立闭合环式品牌管理模式（CLM，Close Loop Management）。通过多渠道营销活动产生的大数据建立闭合环反馈给市场，医学和销售。首先，计划市场活动，设定目标和绩效考核指标（KPI）。然后，通过可监测的渠道执行市场活动。其次，分析和理解与KPI相冲突的客户认知和数据。最后，根据分析结果调整市场策略和活动。最终与医生和患者建立起良性有效互动，依据客户需求制定战略和战术；整合传统媒体与新媒体宣传资源。本研究还归纳了一些当前热门的营销渠道如微信、微博、应用程序（App）在处方药推广上的功能和商业机会。集合了理论体系，管理工具及实用案例。帮助市场管理者前瞻性的，策略性的制定、监控、调整营销策略。对培养新时代的市场管理人员，优化制药企业的运营策略都会形成巨大的支持和帮助。
英文摘要：	Abstract Pharmaceutical companies are striving to achieve best marketing results through combination of various channels, on account of the development of information technology, the trend of marketing channel diversification and the persistent rise of operation cost. To date, they have started to explore the approaches of new media while standing firm on the conventional channel of medical representatives, and the multi-channel marketing (MCM), which replaces the representative visiting and academic promotion of high cost with digital channels, will become an inevitable trend in the future. This study revealed the concept and nature of multi-channel marketing (MCM) involving prescription drugs, theoretically and systematically fashioned the MCM of prescription drugs in accordance with the national conditions of China, and innovatively divided the MCM strategy into four crucial components: goal congruence, channel optimization, innovation sharing, and effectiveness evaluation. The study systematically elaborated on how to analyze, integrate and unify customers to make critical thinking and reasonable choice of marketing channels, how to create more customer-centered marketing to ensure thecoherence of its content, channels and interactivity, and finally how to realize the accurate drug marketing using data from multiple channels. For the purpose of making this theory more practical, this study also invented several pragmatic management tools, including integrated marketing planning and execution guidelines, planning efficacy check list and marketing performance examination behavior scales. The core element of this thesis placed emphasis on the design and execution of brand strategies for prescription drugs in a digital way of thinking instead of conventional marketing thought, to establish the close loop management (CLM) in which the big data resulted from multi-channel marketing are integrated into a close loop to respond to the marketing, medical and sales departments. It consists of firstly making plans of marketing activities, setting up goals and key performance indicators (KPI), then executing the marketing activities through monitored channels, analyzing and understanding the perceptions and data contradictory to KPI from customers, and finally adjusting the marketing strategies and activities in accordance with the analysis. The ultimate goal is to stablish positive interactions between doctors and patients, make strategies and tactics on the basis of customers’ demand, and integrate resources of both conventional and new media. Besides, the study summarized the functions and commercial opportunities of some currently hot marketing channels such as WeChat, Weibo and other Apps in the promotion of prescription drugs, including integral discussion of theoretical system, management tools and actual cases. It would help the marketing managers make, monitor and adjust marketing strategies in a prospective and tactical way, and serve as great support and aid for training marketing managers with new-era perspectives and optimizing the operational strategies of pharmaceutical companies.
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