文档介绍：山西财经大学
硕士学位论文
医药企业营销渠道管理研究
姓名:赵雯
申请学位级别:硕士
专业:企业管理
指导教师:蔺哲
2009-03-27
摘要
改革开放以来,我国医药行业和医药市场快速发展。我国实行的药品分类
管理, 认证制度,药品降价和集中招标采购政策以及正在进行的医药保险体
制改革都对我国的医药企业产生了影响。国外医药企业以其先进的销售渠道与
国内医药企业展开激烈的竞争,给医药生产企业带来了前所未有的困难,同时
带来了难得的机会。因此医药企业有必要对的医药营销渠道的管理问题进行细
致深入的研究。对于医药企业来说,药品销售渠道是营销中的一个重要组成部
分;有助于更好地满足不断增长的药品市场需求。虽然在理论界销售渠道理论
己经比较成熟,但是对于药品销售渠道的理论却不多见,尤其是对药品销售渠
道的理论系统的研究。医药企业营销渠道管理的核心内容就是企业选择什么样
的营销模式、选择哪些经销商参与营销,以利于更大限度的发挥渠道和渠道成
员的功能和作用,如何对营销渠道进行改进与控制等方面的内容。本文分为六
章,分析了医药企业在我国国民经济中的作用,调查了医药企业的基本情况,
研究了医药企业销售渠道的发展史,分析我国医药营销渠道的现状及存在的问
题,运用市场营销基本理论和药事管理理论,对我国医药营销渠道的模式进行
了探讨分析,同时对企业如何加强医药营销渠道管理与控制进行了论述,提出
了一些改进渠道管理的建议与思路。对医药企业营销渠道的研究有助于推动医
药企业的发展。
【关键词】医药企业营销渠道渠道管理渠道冲突

3
Abstract
Since reform and opening up,our country medicine profession and the medicine market
development has been adopted the pharmaceutical management,GMP certification
system, drug pfic and centralized procurement policy and the ongoing tender for the medical
insurance system reform in China have had an impact on the pharmaceutical
medicine enterprises enter into China’s market relying on advanced marketing channels. There is
petition between foreign and China’s own medicine enterprises. This bring the
unprecedented difficulty as well as opportunity. Therefore, it is essential that we make a study of
this subject in detail. It is helpful to the medicine enterprise marketing channel research to the
impetus medicine enterprise's development. Regarding the medicine enterprise, the drugs marketing
channel is in a marketing important constituent; is helpful in the drugs market demand which
satisfies well grows unceasingly. Although in theorists marketing channel theory oneself after quite
mature, but not sees actually regarding the drugs marketing channel theory, in particular to drugs
marketing channel theory system research. The key contents of medicinal manufacturing enterprise
marketing channe1 constr