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论文编号：	7174
作者编号：	2220132408
上传时间：	2015/5/28 19:48:33
中文题目：	苑东药业有限公司处方药营销渠道改善研究
英文题目：	Research on Optimizing Marketing Channel of Prescription Drugs of Yuan Dong Pharmaceutical Co., Ltd.
指导老师：	周建
中文关键字：	处方药；市场营销；营销渠道改善；苑东药业
英文关键字：	prescription drugs; marketing; improvements of marketing channels; Yuan Dong Pharmaceutical Company
中文摘要：	随着我国医疗体制的深化改革，医疗结构的剧烈变化和医药市场的持续发展，我国医药企业目前正面临着前所未有的竞争和挑战。在时代变革中，越来越多的医药企业把工作重点放在医药营销渠道的建设上，医药渠道建设已成为医药企业生存和发展的最重要因素。处方药市场作为药品市场的重要组成部分，处方药营销渠道的改善对医药企业来说至关重要，未来，医药企业要想在市场中占有一席之地，改善处方药营销渠道是医药企业营销的必由之路。基于以上研究问题，本文首先介绍了运用的相关理论：STP营销理论、4P营销组合理论和营销渠道管理理论等，在问题研究中，并运用文献分析法、归纳分析法、案例分析法等一些研究方法对研究的问题进行分析；其次，对苑东药业处方药营销渠道的现状进行了梳理和分析，并从八个方面对苑东药业处方药营销渠道存在的问题进行了分析，苑东药业处方药营销渠道存在的主要问题有：渠道模式混乱、推广手段老套、渠道成员不稳定、渠道控制不力、销售人员管理不善、经销商素质参差不齐等。接下来对苑东药业营销渠道存在的问题和现状的成因进行了分析；最后，依据营销SWOT分析法，对苑东药业现有营销渠道的优势劣势进行了分析，并在此基础上提出了苑东药业营销渠道改善的措施和途径。本文较全面的梳理和分析了苑东药业有限公司的营销渠道，深入该企业营销现状及存在的问题，探究了如今面对剧烈变化的市场环境，苑东药业处方药营销渠道需要做出的改善和变革。本文的研究成果对苑东药业处方药营销渠道的改善，营销渠道各环节的管理和控制有一定的帮助作用，同时对我国医药企业的处方药营销渠道的设计、制订和实施也有一定的借鉴意义。最后，指出了本文的研究结论和及展望。
英文摘要：	Along with the deepening of medical system and the sustainable development of medical market, the pharmaceutical firms in our country are facing unprecedented competition and challenge. More and more pharmaceutical companies have to focus on the construction of marketing channels, marketing channel construction has become the important factor of pharmaceutical enterprise survival and development. Prescription drug market as an important part of pharmaceutical market, the improvement of the prescription drug marketing channel is critical for drug firms, to gain a foothold in the future market, improving the prescription drug marketing channel is very necessary. Based on the above research questions, we firstly introduce the theory of STP marketing theory, 4P marketing mix theory and marketing channel management theory. And using the method of literature review, content analysis, case study to analyze the research question; Secondly, we analyze the current situation of marketing channel of YuanDong pharmaceutical prescription drugs, and we also analyze the main problems of YuanDong pharmaceutical prescription drugs from eight aspects, the problems are mainly about: the disorder in channel model, instability of channel member, the poor management of sale managers, the stereotypes of promotion means, lacking of channel control, unevenness of the quality of dealers; At last, we analyze the strength and weakness of the marketing channel of YuanDong pharmaceutical prescription drugs via the SWOT methods. Our paper takes a comprehensive and in-depth analysis of the current situation and existing problems of the YuanDong pharmaceutical marketing channel, explores the changing market environment YuanDong pharmaceutical faces and the improvements YuanDong pharmaceutical marketing channel needs to make. Our study results have some implications on the improvement of YuanDong pharmaceutical prescription drug marketing channels, control and management of marketing channel members, in the meantime, our results also have some reference values on the design, choice and implementation of the marketing channel of our country’s pharmaceutical enterprises. At last, we point out the shortcomings in our research and summarize some directions in future research.
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