本文關(guān)鍵詞： 千金藥業(yè) 區(qū)域經(jīng)理 銷售績效 內(nèi)部交換市場 績效考核　出處：《中南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：摘要：隨著新醫(yī)改和新版GMP認證體系的實施,國內(nèi)醫(yī)藥市場的競爭進一步加劇。目前醫(yī)藥企業(yè)之間的競爭更多體現(xiàn)在市場上的競爭,但實際上,作為站在市場最前沿的銷售區(qū)域經(jīng)理,其工作狀況直接影響著企業(yè)經(jīng)營目標的實現(xiàn),影響著企業(yè)市場競爭力的提升。因此,合理的績效考核體系對銷售區(qū)域經(jīng)理的工作狀態(tài)具有重要引導(dǎo)作用。 本文從株洲千金藥業(yè)股份有限公司的區(qū)域銷售經(jīng)理績效考核現(xiàn)狀入手,對現(xiàn)階段千金藥業(yè)的銷售模式、區(qū)域銷售經(jīng)理的地位和作用、現(xiàn)有區(qū)域銷售經(jīng)理考核體系等進行了全面剖析,根據(jù)績效考核的相關(guān)理論,認為千金藥業(yè)的區(qū)域銷售經(jīng)理績效考核存在考核指標設(shè)置不合理、考核指標的彈性定額不固定、績效考核機制不科學(xué)等主要缺陷。進而提出要通過實行區(qū)域經(jīng)理負責制,建立銷售全流向考核,推行內(nèi)部交換市場機制等來優(yōu)化區(qū)域銷售經(jīng)理績效考核體系。在此基礎(chǔ)上,提出要從建立起層級管理的組織結(jié)構(gòu),建立區(qū)域銷售經(jīng)理崗位職責體系,績效考核結(jié)果溝通與運用,完善商業(yè)單位藥品流向管理體系等方面來建設(shè)千金藥業(yè)區(qū)域銷售經(jīng)理績效考核體系的配套措施。 本文提出的相關(guān)對策建議,對其他醫(yī)藥制藥企業(yè)也有一定的實踐參考價值。
[Abstract]:Absrtact: with the implementation of the new medical reform and the new GMP certification system, the competition in the domestic pharmaceutical market is further intensified. At present, the competition among pharmaceutical enterprises is more reflected in the competition in the market, but in fact, As the sales area manager who stands at the forefront of the market, its working condition directly affects the realization of the enterprise's business objectives and the promotion of the enterprise's market competitiveness. The reasonable performance appraisal system has the important guidance function to the sales area manager's working condition. This article starts with the current situation of performance appraisal of regional sales manager of Zhuzhou Qianjin Pharmaceutical Co., Ltd., and analyzes the sales mode, the status and role of regional sales manager, as well as the current sales model of Qianjin Pharmaceutical Co., Ltd. Based on the relevant theory of performance appraisal, it is considered that the performance appraisal of Qianjin Pharmaceutical Industry has unreasonable performance evaluation index setting, and the flexible quota of appraisal index is not fixed. The main defects of performance appraisal mechanism, such as unscientific performance appraisal mechanism, and so on, are put forward to optimize the performance appraisal system of regional sales managers through the implementation of the regional manager responsibility system, the establishment of the whole flow assessment of sales, the implementation of internal exchange market mechanism, and so on. It is proposed to establish the organizational structure of hierarchical management, establish the responsibility system of regional sales manager, and communicate and apply the results of performance appraisal. Improve the management system of drug flow in commercial units to build Qianjin Pharmaceutical Regional sales Manager performance appraisal system. The related countermeasures and suggestions provided in this paper have some practical reference value for other pharmaceutical enterprises.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.72;F272.92

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