本文選題：CY企業(yè)　切入點(diǎn)：醫(yī)療體制改革　出處：《河北地質(zhì)大學(xué)》2017年碩士論文

【摘要】：藥品是特殊商品,政策的變化對(duì)其有直接的影響,特別是處方藥。處方藥主要銷售渠道在醫(yī)療機(jī)構(gòu),而醫(yī)療機(jī)構(gòu)的用藥與政策有著密切關(guān)系,研究醫(yī)改政策對(duì)制定企業(yè)營(yíng)銷策略起到非常重要作用。新醫(yī)療體制改革從2009年4月開始,通過多年的不懈努力,在“�；�,強(qiáng)基層,建制度”方面取得了很大的進(jìn)展,實(shí)現(xiàn)城鎮(zhèn)職工醫(yī)療保險(xiǎn)、城鎮(zhèn)居民醫(yī)療保險(xiǎn)和新農(nóng)合醫(yī)療保險(xiǎn)全面覆蓋。2015年至2017年,國(guó)家集中出臺(tái)了兩票制、二次議價(jià)、渠道檢查、電子監(jiān)管碼、商業(yè)賄賂治理、藥品的一致性評(píng)價(jià)、稅務(wù)升級(jí)、取消醫(yī)院藥品加層等政策,目的就是保證藥品安全、降低藥品價(jià)格虛高,解決老百姓看病貴的問題。本文通過醫(yī)療衛(wèi)生體制改革的研究、以及對(duì)相關(guān)政策的解讀,了解了醫(yī)療衛(wèi)生體制改革對(duì)醫(yī)藥企業(yè)的營(yíng)銷策略是有很大的影響,又對(duì)CY企業(yè)的現(xiàn)狀進(jìn)行分析,通過對(duì)CY企業(yè)的財(cái)務(wù)數(shù)據(jù)分析、銷售數(shù)據(jù)對(duì)比分析、產(chǎn)品的市場(chǎng)分布分析和營(yíng)銷策略的現(xiàn)狀分析,找出CY企業(yè)在營(yíng)銷策略方面的不足,并運(yùn)用PEST和SWOT分析方法進(jìn)行分析研究,找到CY企業(yè)在現(xiàn)有的宏觀環(huán)境、微觀環(huán)境中的優(yōu)勢(shì)及劣勢(shì),幫CY企業(yè)從產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略和隊(duì)伍建設(shè)方面進(jìn)行了規(guī)劃,提出了營(yíng)銷策略的實(shí)施提出以下一些建議,在產(chǎn)品的開發(fā)、研究、分類等方面進(jìn)行了建議,對(duì)渠道的建設(shè)結(jié)合國(guó)家的政策,讓傳統(tǒng)與互聯(lián)網(wǎng)加相結(jié)合,價(jià)格要適合市場(chǎng)的競(jìng)爭(zhēng)特點(diǎn)制定,促銷要采用多種方式的促銷,又結(jié)合新4Ps的營(yíng)銷理論,對(duì)隊(duì)伍的人員培訓(xùn)、考核進(jìn)行了建議,利用模式營(yíng)銷,補(bǔ)充企業(yè)現(xiàn)有的營(yíng)銷模式,讓企業(yè)文化發(fā)揮作用,提高企業(yè)的凝聚力,增加企業(yè)的競(jìng)爭(zhēng)力,更好的執(zhí)行好企業(yè)的營(yíng)銷策略規(guī)劃,幫助CY企業(yè)在新醫(yī)療體制改革的過程中抓住機(jī)遇,突破現(xiàn)有銷售瓶頸,加速企業(yè)的快速成長(zhǎng)。
[Abstract]:Drugs are special commodities, and changes in policy have a direct impact on them, especially prescription drugs.Prescription drugs are mainly sold in medical institutions, and the use of medicine in medical institutions is closely related to the policy. The study of medical reform policy plays a very important role in the formulation of enterprise marketing strategy.The reform of the new medical system began in April 2009. Through years of unremitting efforts, great progress has been made in "protecting the basic, strengthening the grassroots and building the system."From 2015 to 2017, the state introduced a centralized two-vote system, second bargaining, channel inspection, electronic regulatory code, commercial bribery governance, consistency evaluation of drugs, and tax escalation.The purpose of canceling the hospital drug layer policy is to ensure drug safety, reduce the false high drug price, and solve the problem of expensive medical treatment.Through the study of the reform of medical and health system and the interpretation of relevant policies, this paper understands that the reform of medical and health system has a great influence on the marketing strategy of pharmaceutical enterprises, and analyzes the current situation of CY enterprises.By analyzing the financial data of CY enterprise, comparing and analyzing the sales data, analyzing the market distribution of the products and analyzing the present situation of the marketing strategy, we find out the deficiency of the CY enterprise in the marketing strategy, and use PEST and SWOT analysis method to analyze and research.Find out the advantages and disadvantages of CY enterprise in the existing macro and micro environment, and help CY enterprise plan from product strategy, price strategy, channel strategy, promotion strategy and team construction.Put forward the implementation of marketing strategy put forward the following suggestions, in product development, research, classification and other aspects of the recommendations, the construction of channels combined with the national policy, let tradition and the Internet to add a combination,The price should be made in accordance with the competitive characteristics of the market, the promotion should be promoted in various ways, and combined with the marketing theory of the new 4Ps, the training and assessment of the personnel of the team should be suggested, and the existing marketing model of the enterprise should be supplemented by the mode marketing.Let the enterprise culture play a role, improve the cohesive force of the enterprise, increase the competitiveness of the enterprise, better carry out the marketing strategy plan of the enterprise, help CY enterprise seize the opportunity in the process of the new medical system reform, break through the existing sales bottleneck,Accelerate the rapid growth of enterprises.
【學(xué)位授予單位】：河北地質(zhì)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.72

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