文档介绍：资料
上海医疗器械高等专科学校
毕业设计(论文)
医疗器械直销中存在
的问题及对策分析
姓名: 张建新
系部: 管理系
专业:市场营销(医疗器械营销)
班级: 10级(2)班
指导教师:
完成日期 2010年5月30日
医疗器械直销中存在的问题及对策分析
摘要
随着中国加入WTO、随着国际市场经济游戏规则的全面导入,规范直销业的健康发展必将成为中国市场经济不可缺少的重要组成部分;对直销我们只能因势利导,不断摸索经验,解决发展中的问题,使其在中国的市场经济中有一个恰当的位置,但基于我国特殊的社会文化背景,对直销业的立法工作应该进行充分准备,确保法案的可操作性和平等性;虽然直销业将来一定会在中之地,但中国政府对直销业和直销市场的开放态度应该是谨慎的,对直销市场的开放应做到内外资同等待遇。
直销解决了传统医疗器械营销难以解决的问题,适应了市场的需求,是未来医疗器械营销的趋势;直销具有自身的规律,只要掌握了这一规律,医疗器械企业就可以利用它来为自身的发展服务,实现企业和社会的共赢;对于即将出台的直销法规,建议降低入会费、取消推荐奖金等;对于直销的监管应确定明确的监管方向,建立协调发展的管理系统;对于医疗器械直销企业的运营,应向电子商务化的直销发展,重塑教育培训和直销商管理系统,进行异业结盟。
本文通过从对直销的定义分析入手,结合全球直销业发展状况和我国直销行业存在的问题及对策进行了系统的研究,主要从完善直销行业的配套法律体系、加强监管等方面提出一些探索性的对策和建议。希望文章得出的结论能够促进企业的成长和我国医疗器械行业与直销业的健康发展。
关键词:医疗器械,直销模式,问题和对策
On Direct Medical Problems and Countermeasures
ABSTRACT
With China's accession to WTO, as the international market economy rules of the game into prehensive, standardized direct selling industry's healthy development will e China's market economy, an important and ponent; direct sale we can capitalize on the trend, continue to explore the experience to solve development 's the problem, to make it in the Chinese's market economy in the there is a to proper position, but based on our country special social cultural background, right the direct selling industry the legislative work should be conducted fully prepared, to ensure that bill the operability of the and equality ; Although the direct selling in the future will certainly in Chinese occupy a place, but the Chinese government pairs of direct selling industry and direct sales the opening of markets attitude should be cautious, on the direct selling market opening up should do the within the foreign capital equal treatment.
Direct solution to the traditional medical device marketing difficult problems, to adapt to the market demand, future trends in marketing medical devices; direct marketing has its own rules, as long mastered the law, medical panies can use it for its own development services, busin