本文選題：營(yíng)銷模式　切入點(diǎn)：醫(yī)藥企業(yè)　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：自改革開放以來(lái),我國(guó)醫(yī)藥衛(wèi)生事業(yè)得到了飛速的發(fā)展,但依然存在不少問題,同樣與衛(wèi)生環(huán)境相適應(yīng)的醫(yī)藥企業(yè)現(xiàn)行的營(yíng)銷模式也相應(yīng)存在著一些問題,特別是RX(處方藥)產(chǎn)品的營(yíng)銷模式,常導(dǎo)致商業(yè)賄賂司法案件不斷被曝光,嚴(yán)重威脅企業(yè)的發(fā)展進(jìn)步。隨著醫(yī)療衛(wèi)生體制改革的進(jìn)一步深化,醫(yī)藥企業(yè)產(chǎn)品營(yíng)銷模式的優(yōu)化改革已經(jīng)刻不容緩。首先本研究對(duì)國(guó)內(nèi)外營(yíng)銷模式理論發(fā)展以及國(guó)內(nèi)醫(yī)藥企業(yè)所采用的營(yíng)銷模式進(jìn)行概述總結(jié),筆者認(rèn)為,由于RX產(chǎn)品營(yíng)銷過(guò)程存在的專門性和專業(yè)性等特點(diǎn)使得該模式的重點(diǎn)在于其所采用的營(yíng)銷技術(shù)即促銷手段上,國(guó)內(nèi)目前大部分醫(yī)藥企業(yè)RX產(chǎn)品營(yíng)銷模式基本采用廠家自銷的帶金促銷營(yíng)銷模式,“暗箱操作”是該模式存在問題的根源。采用這種營(yíng)銷模式,使得企業(yè)不得不偷稅漏稅虛做賬目,損害國(guó)家利益；會(huì)誘使業(yè)務(wù)人員采用回扣等違法手段賄賂業(yè)務(wù)關(guān)系；能夠引起企業(yè)與員工相互猜忌和防備,認(rèn)同感降低。其次本研究著眼于NY制藥公司的實(shí)際情況,對(duì)企業(yè)RX產(chǎn)品營(yíng)銷模式進(jìn)行了分析,結(jié)果認(rèn)為,營(yíng)銷模式單一以及帶金促銷營(yíng)銷模式本身存在的缺陷是企業(yè)營(yíng)銷模式存在的主要問題。另外,本研究還對(duì)企業(yè)宏觀環(huán)境和微觀環(huán)境利用SWOT分析方法進(jìn)行了全面分析,結(jié)果表明,企業(yè)需要在營(yíng)銷政策、產(chǎn)品結(jié)構(gòu)、組織結(jié)構(gòu)和人員結(jié)構(gòu)等方面進(jìn)行調(diào)整。接著本研究根據(jù)NY制藥公司存在的問題提出了優(yōu)化調(diào)整的方案,方案分以下兩個(gè)部分：1、根據(jù)SWOT分析結(jié)果對(duì)NY制藥公司營(yíng)銷策略提出調(diào)整方案,①建議調(diào)整產(chǎn)品結(jié)構(gòu),淘汰過(guò)時(shí)產(chǎn)品；②突出自身拳頭產(chǎn)品,擴(kuò)大其生產(chǎn)經(jīng)營(yíng)規(guī)模,確保優(yōu)勢(shì)地位；③加大力度研發(fā)新產(chǎn)品；④引進(jìn)合適人才,提高人才素質(zhì)。2、根據(jù)企業(yè)現(xiàn)行營(yíng)銷模式存在的問題,大膽提出了創(chuàng)新性的RX產(chǎn)品新營(yíng)銷模式：采用“數(shù)據(jù)庫(kù)管理模式下的一地一方案的整合營(yíng)銷模式”以及“購(gòu)買勞動(dòng)創(chuàng)作的互動(dòng)模式”的新型營(yíng)銷技術(shù)。此新的營(yíng)銷模式,能夠大大提高企業(yè)的管理效率；能夠滿足市場(chǎng)復(fù)雜多樣的需要；能夠增強(qiáng)營(yíng)銷政策的靈活性和快捷反應(yīng)性；使得所用營(yíng)銷手段符合國(guó)家法律法規(guī)；能夠克服了原來(lái)模式企業(yè)與各營(yíng)銷環(huán)節(jié)關(guān)系之間存在的矛盾。因此,新的營(yíng)銷模式達(dá)到了本研究的目的。最后本研究就組織結(jié)構(gòu)保障、人力資源保障、公司文化保障和激勵(lì)機(jī)制保障等方面對(duì)保障新營(yíng)銷模式實(shí)施提出了相應(yīng)的優(yōu)化改進(jìn)建議。
[Abstract]:Since the reform and opening up, China's medical and health industry has been rapid development, but there are still a lot of problems, the same with the current marketing model of pharmaceutical enterprises that adapt to the health environment, there are also some problems. In particular, the marketing model of RX (prescription drugs) products often leads to the constant exposure of commercial bribery cases, which seriously threaten the development and progress of enterprises. As the reform of the medical and health system deepens, It is urgent to optimize and reform the marketing mode of pharmaceutical enterprises. First of all, this study summarizes the development of marketing model at home and abroad and the marketing model adopted by domestic pharmaceutical enterprises. Due to the special and professional characteristics of the RX product marketing process, the emphasis of the model lies in the marketing technology used, that is, the means of promotion. At present, most of the domestic pharmaceutical enterprises'RX product marketing mode basically adopts the marketing mode with gold, which is sold by the manufacturers themselves, and "dark box operation" is the root cause of the problems in this mode. It makes enterprises have to evade taxes and evade taxes to make false accounts, thus harming the interests of the state; it can induce business personnel to bribe business relations by illegal means such as kickbacks; and it can arouse mutual suspicion and preparedness between enterprises and employees. Secondly, this study focuses on the actual situation of NY Pharmaceutical Company, and analyzes the marketing model of enterprise RX products. The results show that, The single marketing model and the defects of the marketing model with gold are the main problems of the enterprise marketing model. In addition, the paper also makes a comprehensive analysis of the use of the SWOT analysis method in the macro and micro environment of the enterprise, and the results show that, Enterprises need to adjust their marketing policies, product structure, organizational structure and personnel structure. The plan is divided into the following two parts: 1. According to the results of SWOT analysis, we propose to adjust the marketing strategy of NY Pharmaceutical Company and propose to adjust the product structure, eliminate obsolete products and give prominence to their leading products, so as to expand their scale of production and operation. To ensure the superior position and strengthen the R & D of new products to introduce suitable talents and improve the quality of talents. According to the problems existing in the current marketing model of enterprises, Boldly put forward the innovative new marketing model of RX products: the integrated marketing model of "one place one plan under the database management mode" and the new marketing technology of "interactive mode of purchasing labor creation". Can greatly improve the efficiency of enterprise management; can meet the complex and diverse needs of the market; can enhance the flexibility and responsiveness of marketing policies; make the use of marketing methods in line with national laws and regulations; Therefore, the new marketing model has achieved the purpose of this study. Finally, this study on the organizational structure security, human resources security, In the aspects of company culture guarantee and incentive mechanism guarantee, the corresponding optimization and improvement suggestions are put forward for the implementation of the new marketing model.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.72

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本文編號(hào)：1570720