文档介绍：我国中小医药企业营销策略研究
[论文摘要]:在2008年全球金融海啸的冲击下经营环境恶化,加之2009年新医改各项新医改政策的出台,如制订并颁布《国家基本药物目录》,实行基本药物招标生产和直接配送,减少中间流通环节,降低药品价格,药品集中采购由批发企业投标改为药品生产企业直接投标等,这些政策的出台在规范药品市场的同时,又对我国中小型制药企业的发展提出更高的要求,大大削弱了中小医药企业在市场中竞争优势,还有众多国际医药品牌的竞争,因此如何在危机中寻找企业发展中存在的问题与不足,这对于中小型制药企业在未来发展制定制定营销策略是至关重要的。
[关键词]: 中小医药企业医药市场营销策略
[Abstract]:Under the impact of the tsunami of global financial management environment deterioration in 2008, together with the new order in 2009, a new medical policies such as national basic drugs and promulgated the catalogue of basic drugs and tender production and distribution, the decrease of the intermediate flow directly, lower drug prices, drug centralized purchasing bid by wholesale enterprise directly into a pharmaceutical production enterprise, these policies of bidding on regulating the pharmaceutical market in China, and also for the development of small and medium-sized pharmaceutical enterprise put forward higher requirement greatly weakened and pharmaceutical petitive advantage in the market, there are numerous international pharmaceutical petition, so how to search in the crisis of problems existing in the development of enterprises, the medium for future development in pharmaceutical enterprise developing marketing strategy formulation is very vital.
[Key Words]:Small pharmaceutical enterprise Pharmaceutical market Marketing strategy
医药市场概述
(一)国内医药市场现状分析
1、改革开放以来,