醫(yī)藥企業(yè)市場(chǎng)營(yíng)銷管理及策略的研究

工業(yè)工程論文編號(hào):GY060  論文字?jǐn)?shù):28863.頁(yè)數(shù):36

 目  錄
 
第一章 緒論 1
 第一節(jié) 選題研究的背景與意義 1
 第二節(jié) 選題研究的內(nèi)容與方法 1
第二章 我國(guó)醫(yī)藥企業(yè)的營(yíng)銷環(huán)境 2
 第一節(jié) 我國(guó)醫(yī)藥市場(chǎng)的狀況 2
 第二節(jié) 我國(guó)醫(yī)藥市場(chǎng)營(yíng)銷的發(fā)展?fàn)顩r 4
 第三節(jié) 我國(guó)藥品營(yíng)銷模式的改革 6
第三章 國(guó)內(nèi)醫(yī)藥市場(chǎng)的營(yíng)銷策略 12
 第一節(jié) 中外醫(yī)藥企業(yè)市場(chǎng)營(yíng)銷策略的比較與分析 12
 第二節(jié) 我國(guó)醫(yī)藥企業(yè)市場(chǎng)營(yíng)銷的策略 18
 第三節(jié)  醫(yī)藥企業(yè)市場(chǎng)營(yíng)銷的創(chuàng)新性研究 26
第四章 結(jié)論 31
參考文獻(xiàn) 32
致 　謝 33

摘  要
 
 醫(yī)藥市場(chǎng)營(yíng)銷是醫(yī)藥行業(yè)中使用頻率最高的詞匯之一，通過(guò)市場(chǎng)營(yíng)銷活動(dòng)產(chǎn)生的經(jīng)濟(jì)效益，是企業(yè)生存和擴(kuò)大再生產(chǎn)必不可少的。因此，結(jié)合國(guó)內(nèi)醫(yī)藥市場(chǎng)發(fā)展?fàn)顩r及趨勢(shì)的實(shí)際，怎樣把握醫(yī)藥市場(chǎng)營(yíng)銷的發(fā)展趨勢(shì)并能順應(yīng)趨勢(shì)做好醫(yī)藥產(chǎn)品的營(yíng)銷工作，是每一個(gè)醫(yī)藥行業(yè)從業(yè)者要認(rèn)真考慮的大問(wèn)題。
 本文結(jié)合醫(yī)藥企業(yè)的營(yíng)銷背景，對(duì)我國(guó)國(guó)內(nèi)醫(yī)藥行業(yè)的市場(chǎng)、企業(yè)現(xiàn)狀和我國(guó)醫(yī)藥市場(chǎng)營(yíng)銷的發(fā)展歷程以及我國(guó)醫(yī)藥行業(yè)發(fā)展的趨勢(shì)進(jìn)行了探討。同時(shí)，結(jié)合我國(guó)醫(yī)藥市場(chǎng)的實(shí)際情況，對(duì)非處方藥、處方藥、原料藥的市場(chǎng)營(yíng)銷提出了有指導(dǎo)借鑒價(jià)值的營(yíng)銷策略。
 本文對(duì)非處方藥、處方藥和原料藥的營(yíng)銷提出的策略建議:
 1、非處方藥:品牌營(yíng)銷、價(jià)格策略、電子商務(wù)；
 2、處方藥:學(xué)術(shù)領(lǐng)先、結(jié)盟、品牌、教育引導(dǎo)；
 3、原料藥:注冊(cè)營(yíng)銷、小品種營(yíng)銷、技術(shù)營(yíng)銷、合同加工、特色原料藥營(yíng)銷。

關(guān)鍵詞： 營(yíng)銷環(huán)境、營(yíng)銷趨勢(shì)、營(yíng)銷策略  
 ABSTRACT
 
 The medicine Marketing is one of the most frequentiy used words in medicine industry.The economic returns created by the Marketing action are indispensable in the exist and expanded reproduction of the enterprise.
Therefore,combining with the development condition and tendencyof the internal medicine market,how to hold the growing tendency of the medicine Marketing and do the marketing work of medicine product complying with the tendency is a great problem that every one in medicine industry must earnest think over.
      Starting with the marketing environment of pharmaceutical companies, we investigate the eurrent situation of the medicine market and enterprise,the medicine marketing of in our country .And the same time,combining with the practical condition,we also raise the selling strategy with the directing and mirror value for the marketing of the over-the-counter drugs,prescribed drug and crude drug.
 Aimed directly at the marketing tendency,this article raise the suggestion in the strategy:
 1、over-the-counter drugs:brand marketing,price strategy,e-business
 2、prescribed drug: precession movement in academic,ally,brand,
 aiming on instruction
 3、crude drug: registration marketing, small breed variety marketing, technique marketing, elaboration through agreement, characteristic crude drug marketing
KEYWORDS：Marketing Environment，Marketing tendency，   Marketing strategy