本文選題：營銷績效管理　切入點：醫(yī)藥代表　出處：《首都經(jīng)濟貿(mào)易大學》2017年碩士論文　論文類型：學位論文

【摘要】：2017年2月9日,國務院辦公廳公布《關于進一步改革完善藥品生產(chǎn)流通使用政策的若干意見》(國辦發(fā)[2017]13號,以下簡稱醫(yī)藥代表管理新政),禁止醫(yī)藥代表承擔藥品銷售任務,并將在醫(yī)藥代表的個人信用記錄中保存其違法銷售行為,規(guī)定醫(yī)藥代表只能從事學術推廣、技術咨詢等活動。醫(yī)藥代表管理新政下,要求醫(yī)藥代表改變代金、回扣等傳統(tǒng)非法營銷手段,轉(zhuǎn)而從事醫(yī)藥知識傳播、宣傳醫(yī)藥研制最新成果等方式,軟性促銷;同時要求醫(yī)藥企業(yè)必須改變過去的結果導向的營銷績效考核模式,為關注醫(yī)藥代表的行為與工作過程的營銷績效考核模式。B公司從3年前就開始了這種轉(zhuǎn)型歷程,至今已經(jīng)碩果累累,論文總結了其成功的營銷績效管理轉(zhuǎn)型經(jīng)驗,能夠為當下正在痛苦轉(zhuǎn)型的醫(yī)藥企業(yè)提供良好的經(jīng)驗借鑒。通過分析總結B公司成功經(jīng)驗的同時,也發(fā)現(xiàn)其營銷績效管理存在問題:(1)重績效考核,輕績效培養(yǎng);(2)銷售片區(qū)劃分不合理,績效考核標準不合理;(3)缺少本地醫(yī)藥代表,偏遠市場營銷成本居高不下;(4)醫(yī)藥代表拜訪質(zhì)量缺乏關注,急需高效拜訪培訓。綜合應用績效管理的目標管理法、360度考核法、平衡記分卡法和關鍵績效指標法四種方法;選取模糊層次分析法,綜合對B公司管理層、B公司產(chǎn)品使用醫(yī)生、B公司藥品消費者、相關營銷專家及B公司醫(yī)藥代表的調(diào)查咨詢和深度訪談,綜合他們的意見;構建B公司營銷績效考核模糊層次分析模型,優(yōu)化B公司營銷績效考核指標體系,提高公司營銷績效考核質(zhì)量和效果。最后提出了營銷績效管理的優(yōu)化政策建議:(1)績效評價中加強對醫(yī)藥代表的溝通和尊重;(2)構建B公司營銷績效考核結果反饋機制;(3)建立B公司持續(xù)互動性的績效輔導制度;(4)合理設定B公司營銷績效標準;(5)重視和優(yōu)化銷售片區(qū)劃分。
[Abstract]:On February 9th 2017, the General Office of the State Council promulgated "some opinions on the further Reform and improvement of the Policy on the production, Circulation and use of drugs" (issued by the State Office [2017] 13, hereinafter referred to as the New deal for the Administration of Pharmaceutical Representatives, which prohibits pharmaceutical representatives from undertaking drug sales tasks. " They will also keep their illegal sales activities in their personal credit records, and stipulate that pharmaceutical representatives can only engage in activities such as academic promotion and technical consultation. Under the new policy of medical representatives, they are required to change the money on behalf of pharmaceutical representatives. Traditional illegal marketing methods, such as kickbacks, are instead engaged in the dissemination of pharmaceutical knowledge, propagandizing the latest achievements in pharmaceutical research and development, and soft promotion. At the same time, pharmaceutical enterprises are required to change the past result-oriented marketing performance appraisal model. In order to pay attention to the behavior and work process of pharmaceutical representatives, the marketing performance appraisal model. B Company started this transition process three years ago, and has been fruitful up to now. The paper summarizes its successful experience in marketing performance management transformation. Through analyzing and summarizing the successful experience of company B, we also find that there is a problem in marketing performance management and pay attention to performance appraisal. (2) the division of sales areas is unreasonable, the performance appraisal standard is unreasonable and there is a lack of local medical representatives, and the marketing costs in remote markets remain high. 4) the quality of visits by pharmaceutical representatives lacks attention. Comprehensive application of performance management objective management method 360 degree assessment method, balanced scorecard method and key performance indicators method four methods, select fuzzy analytic hierarchy process, Comprehensive investigation, consultation and in-depth interview on B company management and B company product use doctor B company drug consumers, related marketing experts and B company pharmaceutical representatives, synthesizing their opinions; Build the fuzzy analytic hierarchy process model of B company's marketing performance appraisal, optimize B company's marketing performance appraisal index system, Finally, the article puts forward the optimized policy suggestion of marketing performance management: 1) strengthen communication and respect for pharmaceutical representatives in performance evaluation) and construct B company marketing performance appraisal result feedback machine. (3) Establishment of a continuous interactive performance guidance system for company B (4) reasonable setting of marketing performance standards for company B (5) attention to and optimization of the division of sales areas.
【學位授予單位】：首都經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.72

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