文档介绍：合肥天星医药公司大客户营销模式优化研究
合肥工业大学硕士学位论文合肥天星医药公司大客户营销模式优化研究姓名:倪华安申请学位级别:硕士专业:工商管理指导教师:杜先进2011-04
合肥天星医药公司大客户营销模式优化研究摘要南京医药合肥天星有限公司(以下简称天星医药公司)是南京医药在安徽的子公司,是安徽药品流通行业中最大的商业公司。天星医药公司大客户业务量约占天星医药公司总销售的一半,也是天星医药公司利润的主要来源,大客户业务的发展能带动公司其他业态的快速增长,大客户业务也是公司核心竞争力所在,所以大客户业务模式的优化创新能带来天星医药公司药品流通业务的调整转型及快速发展,因此研究天星医药公司大客户业务营销模式不仅具有理论意义,也具有实际应用价值,将为天星医药公司的健康快速发展提供理论支持及实践依据。本文从天星医药公司运营实际出发,详细分析天星医药公司大客户营销模式的现状及存在的问题,并提出合理的大客户营销模式优化方案。本文主要的研究内容和成果如下: ,分析研究了影响天星医药公司大客户业务发展的相关因素,并从医药行业特点的角度进行具体阐述,为本文研究奠定了现实理论基础。 ,依据当前医药市场环境特点分析,具体指出大客户营销在运营过程中所存在的问题,并详细阐明产生问题的根源,为下一步提出具体优化措施指明了方向。 ,扫除天星医药公司大客户业务发展的障碍,进一步稳固天星医药公司在安徽市场的领导地位。 ,对于医药同行大客户业务的发展具有实际指导意义,促进了医药流通行业又好又快发展。关键词:天星医药公司,医药行业,大客户营销,营销模式-4-
The Study of Hefei Tian Xing pany Marketing Model Optimization of Large Customers Abstract TianXing Hefei, Nanjing Pharmaceutical Co., Ltd. (hereinafter referred to as TianXing pany) is a subsidiary of Nanjing pany in Anhui, the pany of Anhui Pharmaceutical distribution industry. The business of large customers is not only accounting for half of total sales of TianXing pany, but also major source of TianXing pany profits. Large customers can drive business development rapid growth in other formats, large client business is pany's petitive power lies, so optimization of large customer business model innovation can drive TianXing pany adjustment of drug distribution business transformation and rapid development. The research of TianXing pany large customers business model not only has theoretical significance, but also has practical value. The research result can provide theoretical and practical support for the healthy and rapid development of TianXing pany. This article bases on the TianXing panies operating reality, analyses the current situation and problems of the big customer marketing model, and puts forward a scientific and rational customer marketing model optimization