本文關(guān)鍵詞：國家基本藥物制度下的哈藥集團(tuán)營銷策略優(yōu)化分析　出處：《云南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 國家基本藥物制度 營銷 哈藥集團(tuán)

【摘要】：近年來,國家一直致力于醫(yī)療體制改革,旨在解決醫(yī)療中存在的突出問題,針對“看病貴”的問題,許多專家都將矛頭直上了當(dāng)前我國“以藥養(yǎng)醫(yī)”的弊端。因此,黨的十七大明確提出了“要建設(shè)覆蓋城鄉(xiāng)居民的藥品供應(yīng)保障體系,建立國家基本藥物制度,保證群眾基本用藥”。此后,國家采取一系列卓有成效的重大舉措,特別是2009年國務(wù)院發(fā)布了《關(guān)于建立國家基本藥物制度的實施意見》,標(biāo)志著國家基本藥物制度開始初步建立。由于國家基本藥物制度在2009年剛剛確立起來,哈藥集團(tuán)仍然沿用以往的營銷理念,營銷戰(zhàn)略、營銷體系等沒有進(jìn)行相應(yīng)的轉(zhuǎn)變。顯然,這在當(dāng)前激烈競爭的醫(yī)藥行業(yè)是非常不利的。因此,在這種背景下,本文研究哈藥集團(tuán)市場營銷策略優(yōu)化就具有十分重要的意義。 全文共分為六個部分,第一章為緒論部分,主要分析研究背景、目的和意義,并對全文研究內(nèi)容和創(chuàng)新點進(jìn)行綜述。第二部分主要提出基礎(chǔ)理論,包括概念界定、研究綜述和理論分析。第三章主要分析國家基本藥物制度對于我國醫(yī)藥企業(yè)的影響,對國家基本藥物制度的發(fā)展趨勢進(jìn)行了預(yù)測,同時,提出了影響的具體狀況。第四章主要分析哈藥集團(tuán)營銷現(xiàn)狀及其特點,對營銷總體狀況進(jìn)行了分析,同時提出了具體的營銷特點。第五章主要分析哈藥集團(tuán)市場營銷方面存在的問題,包括產(chǎn)品創(chuàng)新、渠道控制、定價策略、技術(shù)研發(fā)、廣告內(nèi)涵、品牌管理等多個領(lǐng)域的問題。第六章主要提出哈藥集團(tuán)營銷策略優(yōu)化,首先提出了優(yōu)化的基本原則,然后提出了哈藥集團(tuán)總體營銷思路和具體目標(biāo),并提出了具體的優(yōu)化策略。 全文的創(chuàng)新之處在于將剛剛建立的國家基本藥物制度與具體的醫(yī)藥企業(yè)聯(lián)系在一起進(jìn)行分析,在基本藥物制度對企業(yè)的影響、營銷策略優(yōu)化等方面,都提出了一些自己的創(chuàng)造性見解。論文的不足之處在于對哈藥集團(tuán)的了解還不夠深入,一些具體的操作性問題分析還不夠全面。
[Abstract]:In recent years, the country has been committed to the reform of the medical system, in order to solve the outstanding problems in medical care, aiming at the "expensive" problem. Many experts have pointed the spearhead to the current malpractice of "raising medicine with medicine". Therefore, the 17th National Congress of the Communist Party of China (CPC) has clearly put forward the idea of "building a drug supply and security system covering urban and rural residents and establishing a national system of essential drugs". Since then, the state has taken a series of effective and important measures, especially in 2009, the State Council issued the "opinions on the implementation of the establishment of the national system of essential drugs". It marks the initial establishment of the national essential drug system. As the national essential drug system has just been established in 2009, Harbin Pharmaceutical Group continues to follow the previous marketing concept, marketing strategy. The marketing system and so on did not carry on the corresponding transformation. Obviously, this is very disadvantageous in the current intense competition medicine industry. Therefore, under this kind of background. It is of great significance to study the optimization of marketing strategy of Harbin Pharmaceutical Group in this paper. This paper is divided into six parts, the first chapter is the introduction part, mainly analyzes the research background, purpose and significance, and summarizes the research content and innovation. The second part mainly puts forward the basic theory. The third chapter mainly analyzes the impact of the national essential drug system on Chinese pharmaceutical enterprises, and forecasts the development trend of the national essential drug system. Chapter 4th mainly analyzes the current situation and characteristics of Harbin Pharmaceutical Group's marketing, and analyzes the overall situation of marketing. At the same time, it puts forward the specific marketing characteristics. Chapter 5th mainly analyzes the problems in the marketing of Harbin Pharmaceutical Group, including product innovation, channel control, pricing strategy, technology research and development, advertising connotation. Chapter 6th mainly puts forward the optimization of the marketing strategy of Harbin Pharmaceutical Group, first puts forward the basic principles of optimization, and then puts forward the overall marketing ideas and specific objectives of Harbin Pharmaceutical Group. And put forward the specific optimization strategy. The innovation of the paper lies in the analysis of the newly established national essential drug system and the specific pharmaceutical enterprises, the impact of the essential drug system on the enterprises, the optimization of marketing strategies, and so on. The deficiency of this paper is that the understanding of Harbin Pharmaceutical Group is not deep enough, and the analysis of some specific operational problems is not comprehensive enough.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F426.72;F274

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本文編號：1430563