本文關(guān)鍵詞：宏康醫(yī)藥營(yíng)銷管理創(chuàng)新研究　出處：《廣西師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著經(jīng)濟(jì)的繁榮以及人口老齡化的加快,醫(yī)藥行業(yè)得到了快速的發(fā)展。近十年來(lái)全球的醫(yī)藥市場(chǎng)一直保持較為穩(wěn)定的增長(zhǎng)。我國(guó)也已經(jīng)邁入世界上第三大藥品市場(chǎng)和發(fā)展最快的全球醫(yī)藥市場(chǎng),增長(zhǎng)率持續(xù)保持在20%以上�？焖僭鲩L(zhǎng)的醫(yī)藥經(jīng)濟(jì)加劇了市場(chǎng)的競(jìng)爭(zhēng),營(yíng)銷理念及形式也日漸發(fā)生著變革,營(yíng)銷管理創(chuàng)新業(yè)已成為企業(yè)在新時(shí)期求生存、謀發(fā)展、迎挑戰(zhàn)的指導(dǎo)思想。 醫(yī)藥行業(yè)作為一個(gè)朝陽(yáng)行業(yè),在中國(guó)改革開(kāi)放的大背景下得到了空前的發(fā)展。但隨著市場(chǎng)化的深入以及醫(yī)藥政策的逐步調(diào)整,使得眾多的醫(yī)藥經(jīng)營(yíng)企業(yè)不得不面對(duì)如何生存,怎樣發(fā)展的嚴(yán)峻問(wèn)題。 深圳宏康醫(yī)藥作為中型醫(yī)藥流通企業(yè),自成立至今發(fā)展迅速。但近年來(lái)隨著醫(yī)藥市場(chǎng)環(huán)境的變化,其經(jīng)營(yíng)管理理念卻沒(méi)有與時(shí)俱進(jìn),已初顯其陳舊弊端,這幾乎導(dǎo)致公司面臨生存的大問(wèn)題。鑒于此,迫切需要對(duì)其現(xiàn)行營(yíng)銷策略進(jìn)行改革。 本文主要以宏康醫(yī)藥公司營(yíng)銷管理創(chuàng)新為研究對(duì)象,通過(guò)對(duì)宏康醫(yī)藥公司外部營(yíng)銷環(huán)境的展示,結(jié)合相關(guān)營(yíng)銷管理理論,利用SWOT分析法,首先對(duì)宏康醫(yī)藥公司的營(yíng)銷狀況進(jìn)行了分析,并指出宏康醫(yī)藥公司營(yíng)銷管理的現(xiàn)狀及產(chǎn)生的原因,然后利用公司的優(yōu)勢(shì)資源,從營(yíng)銷組合元素入手提出相應(yīng)的創(chuàng)新策略,那就是“掌控終端”。最后給出了具體的營(yíng)銷措施---用對(duì)人、選好“品”、精布局、嚴(yán)控銷,聯(lián)合兄弟公司以中藥飲片為渠道突破口,充分整合第二及第三終端等幾方面。 本文通過(guò)對(duì)上述內(nèi)容的探討,提出了一些舉措,其意在于理論上有助于營(yíng)銷管理創(chuàng)新的研究,豐富營(yíng)銷理論的內(nèi)容；從實(shí)踐上看,為我國(guó)單體藥店走出一條規(guī)范化、集約化發(fā)展之路提供了具有參考價(jià)值的模板,從而有助于醫(yī)藥商業(yè)企業(yè)進(jìn)行經(jīng)營(yíng)模式的完善。從宏觀上來(lái)說(shuō),其意義主要在于促使企業(yè)認(rèn)清問(wèn)題所在,重識(shí)并加強(qiáng)營(yíng)銷管理創(chuàng)新。從微觀來(lái)講,宏康公司的發(fā)展也關(guān)乎到廣大員工的切身利益,而本課題的研究可為宏康醫(yī)藥公司的長(zhǎng)期規(guī)劃和可持續(xù)發(fā)展提供有益的參考意見(jiàn)。
[Abstract]:As the economy booms and the population ages faster. The pharmaceutical industry has got rapid development. In the past decade, the global pharmaceutical market has maintained a relatively stable growth. China has also entered the third largest drug market in the world and the fastest growing global pharmaceutical market. The rapid growth of pharmaceutical economy intensifies the competition of the market, and the marketing concept and form are changing day by day. The innovation of marketing management has become the survival of enterprises in the new period. The guiding ideology of seeking development and meeting challenges. The pharmaceutical industry as a sunrise industry, under the background of China's reform and opening up, has been unprecedented development, but with the deepening of the market and the gradual adjustment of pharmaceutical policy. Many pharmaceutical enterprises have to face the severe problems of how to survive and how to develop. Shenzhen Hongkang medicine, as a medium-sized pharmaceutical circulation enterprise, has developed rapidly since its establishment. However, with the change of medicine market environment in recent years, its management concept has not kept pace with the times, and it has shown its outmoded malpractice. In view of this, there is an urgent need to reform its current marketing strategy. This article mainly takes Hongkang Pharmaceutical Company's marketing management innovation as the research object, through to the Hongkang medicine company external marketing environment display, unifies the correlation marketing management theory, uses the SWOT analysis method. First of all, the article analyzes the marketing situation of Hongkang Pharmaceutical Company, and points out the present situation and reasons of Hongkang Pharmaceutical Company's marketing management, and then makes use of the company's superior resources. Starting with the elements of marketing combination, this paper puts forward the corresponding innovation strategy, that is, "control terminal". Finally, it gives specific marketing measures-using people, choosing "goods", fine layout, strictly controlling sales. United Brothers to traditional Chinese medicine as a breakthrough channel, fully integrated the second and third terminals and other aspects. Through the discussion of the above contents, this paper puts forward some measures, which is helpful to the research of marketing management innovation theoretically and enriches the content of marketing theory. From the practical point of view, it provides a template with reference value for our country's individual drugstore to go out of a standardized, intensive development road, which is helpful to improve the business model of pharmaceutical commercial enterprises. From the macro point of view. Its significance is to urge enterprises to recognize the problems, re-recognize and strengthen the innovation of marketing management. From the micro point of view, the development of Hongkang is also related to the vital interests of the majority of employees. The research of this topic can provide a useful reference for the long-term planning and sustainable development of Hongkang Pharmaceutical Company.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.72

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