文档介绍：东南大学硕士学位论文医药营销渠道的现状和优化研究 姓名:包月璿申请学位级别:硕士专业:工商管理指导教师:邱斌 20031201 医药营销渠道的现状和优化研究 研究生:包月瑁导师:邱斌东南大学摘要随着社会和经济的发展,人们对药品的消费需求不断增长,消费理念不断更新。医药营销也成为人们关注的焦点。在西方国家医药市场营销和营销渠道的研究在理论上和实践上都已比较成熟。在加入世贸组织、医疗卫生体制改革、医疗保险制度改革、药品分类管理以及电子商务和生物医药工程蓬勃发展等新形势下,我国药品市场陈旧的营销观念、渠道方式和管理手段已经很难适应市场竞争的需要。我国现有的医药营销渠道和工商企业面临着新的挑战和机遇。本文从我国医药营销渠道的实际出发,研究医药营销渠道的市场环境,剖析医药营销渠道的基本状况,通过SWOT矩阵,对医药营销渠道的内、外部因素进行了优、劣势和机会、威胁分析,初步探析医药营销渠道优化的对策。根据以上分析,本文对医药营销渠道优化的对策作了重点研究:在理论上,提出了创新医药营销观念导入市场竞争观念;在方法上,提出优化医药营销渠道关系和设计,逆向渠道结构创新;在实践上,加强渠道冲突管理,改善渠道状况,加强渠道整合,提高供应链一体化效益,导入客户关系管理,提高自身管理水平。最后通过案例,进一步探讨医药营销渠道优化的具体措旌。
当前,社会生活水平逐步提高,医药消费方兴未艾,医药市场容量巨大,我国的医药产业正面临着一个前所未有的发展机遇。但随着体制改革的深入、消费观念的转变以及进一步的对外开放,医药市场的竞争也日趋白热化、国际化。我们只有树立适应市场的新观念,优化渠道结构、提升渠道管理水平,才能迎来医药营销的新的春天! 关键词:医药营销渠道 The Current Situation of Medicine Marketing Channel and Its Solutions Graduate:BAO Yue-xuan Supervisor:QIU Bin Southeast University Abstract The consumption need ofthe people in our country on medicine is increasingly going upand the concept of the consumption is continuously changing with the society and medicine management and distribution is ing the focus of theconsunlers in our
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