本文選題：市場(chǎng)營(yíng)銷 + 醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)��； 參考：《西南交通大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)新一輪醫(yī)療改革的逐步深入,我國(guó)的醫(yī)療市場(chǎng)發(fā)生了翻天覆地的變化,醫(yī)藥市場(chǎng)的同質(zhì)化競(jìng)爭(zhēng)加劇,醫(yī)藥企業(yè)要想在競(jìng)爭(zhēng)中利于不敗之地,保持企業(yè)的穩(wěn)定、可持續(xù)發(fā)展,就必須轉(zhuǎn)變傳統(tǒng)的市場(chǎng)營(yíng)銷思路與模式,加強(qiáng)企業(yè)技術(shù)創(chuàng)新能力,提高企業(yè)的核心競(jìng)爭(zhēng)力。 在普藥市場(chǎng)方面,我國(guó)于2012年實(shí)施了新版基藥目錄,同時(shí)公立醫(yī)療機(jī)構(gòu)改革、縣級(jí)醫(yī)療機(jī)構(gòu)試點(diǎn)范圍擴(kuò)大、新版GMP認(rèn)證的實(shí)施以及新一輪的非基藥招標(biāo)等政策的推出,對(duì)我國(guó)的醫(yī)藥市場(chǎng),尤其是普藥市場(chǎng)產(chǎn)生了深遠(yuǎn)的影響。 在這種背景之下,醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)的概念隨之產(chǎn)生,這一概念是相對(duì)與傳統(tǒng)的醫(yī)療機(jī)構(gòu)核心市場(chǎng)而言的,一般是指二級(jí)醫(yī)療機(jī)構(gòu)以下市場(chǎng)。醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)作為一個(gè)新興的醫(yī)藥市場(chǎng),在我國(guó)的醫(yī)藥企業(yè)經(jīng)營(yíng)中占據(jù)著越來越重要的地位,眾多藥企紛紛將這一市場(chǎng)作為其未來市場(chǎng)推廣的主要目標(biāo)之一。但是,醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)作為一個(gè)新生事物,醫(yī)藥企業(yè)還缺乏在廣闊市場(chǎng)中的營(yíng)銷經(jīng)驗(yàn),如何根據(jù)這一市場(chǎng)的消費(fèi)特點(diǎn),制定出合理高效的市場(chǎng)營(yíng)銷策略是當(dāng)前我國(guó)醫(yī)藥企業(yè)在開拓醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)時(shí)面臨的主要挑戰(zhàn)之一。 本文首先分析了課題研究的基本背景,引出了醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)的概念、涵義與特點(diǎn)。其次對(duì)A公司在醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)推廣過程中面臨的外部營(yíng)銷環(huán)境從宏觀環(huán)境、行業(yè)發(fā)展、競(jìng)爭(zhēng)環(huán)境三個(gè)角度進(jìn)行分析。 然后結(jié)合A公司當(dāng)前的發(fā)展現(xiàn)狀以及在廣闊市場(chǎng)中的推廣情況對(duì)A公司的市場(chǎng)營(yíng)銷內(nèi)部環(huán)境進(jìn)行了研究與分析,并通過對(duì)其營(yíng)銷現(xiàn)狀的分析,指出其中存在的問題以及導(dǎo)致問題產(chǎn)生的原因。 基于以上研究成果,結(jié)合筆者在醫(yī)藥行業(yè)積累的工作經(jīng)驗(yàn),使用SWOT理論對(duì)A公司的機(jī)會(huì)、威脅、劣勢(shì)、優(yōu)勢(shì)進(jìn)行詳細(xì)分析,從產(chǎn)品、定價(jià)、渠道、促銷等方面提出了A公司制定市場(chǎng)營(yíng)銷策略的建議,并給出了營(yíng)銷策略實(shí)施過程中應(yīng)該采用的相關(guān)保障措施。 本文以醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)的需求為導(dǎo)向,以消費(fèi)終端為目標(biāo),并通過對(duì)A公司當(dāng)前的市場(chǎng)推廣能力進(jìn)行分析,研究和探索了A公司在醫(yī)療機(jī)構(gòu)廣闊市場(chǎng)推廣中的市場(chǎng)營(yíng)銷策略模式,其研究成果和結(jié)論對(duì)我國(guó)的醫(yī)藥企業(yè)進(jìn)入醫(yī)療機(jī)構(gòu)廣闊市場(chǎng),并取得優(yōu)異的經(jīng)濟(jì)效益具有較高的借鑒意義與參考價(jià)值。
[Abstract]:With the gradual deepening of the new round of medical reform in our country, the medical market of our country has undergone earth-shaking changes, and the homogeneous competition in the pharmaceutical market has intensified. If pharmaceutical enterprises want to be in an invincible position in the competition, they will maintain the stability of the enterprises. Sustainable development, we must change the traditional marketing thinking and mode, strengthen the technological innovation ability of enterprises, improve the core competitiveness of enterprises. With regard to the general drug market, in 2012, China implemented a new version of the list of basic drugs, at the same time the reform of public medical institutions, the expansion of the pilot scope of county-level medical institutions, the implementation of the new version of GMP certification and the introduction of a new round of non-base drug bidding policies. To our country's medicine market, especially the general medicine market has produced the profound influence. Under this background, the concept of broad market of medical institutions has come into being, which is relative to the core market of traditional medical institutions, and generally refers to the market below secondary medical institutions. As a new pharmaceutical market, the broad market of medical institutions occupies a more and more important position in the management of pharmaceutical enterprises in our country. Many pharmaceutical enterprises have taken this market as one of the main targets of their future market promotion. However, the vast market of medical institutions as a new thing, pharmaceutical enterprises still lack marketing experience in the broad market, how to according to the consumption characteristics of this market, It is one of the main challenges for Chinese pharmaceutical enterprises to develop the broad market of medical institutions. In this paper, the basic background of the research is analyzed, and the concept, meaning and characteristics of the broad market of medical institutions are introduced. Secondly, the paper analyzes the external marketing environment that A company faces in the process of promoting the broad market of medical institutions from three angles: macroscopic environment, industry development and competition environment. Then combined with the current development situation of A company and its promotion in the broad market, the internal environment of A company marketing is studied and analyzed, and through the analysis of its marketing status, The existing problems and the causes of the problems are pointed out. Based on the above research results, combined with the work experience accumulated by the author in the pharmaceutical industry, using SWOT theory to analyze the opportunities, threats, weaknesses and advantages of Company A in detail, from the products, pricing, channels, This paper puts forward some suggestions for A company to formulate marketing strategy in the aspects of sales promotion, and gives the relevant safeguard measures that should be adopted in the process of implementing marketing strategy. This paper takes the demand of the vast market of medical institutions as the direction, takes the consumption terminal as the target, and analyzes the current market promotion ability of company A. This paper studies and explores the marketing strategy model of A Company in the broad market promotion of medical institutions, and its research results and conclusions are helpful for the pharmaceutical enterprises in our country to enter the broad market of medical institutions. And to obtain excellent economic benefits has a high reference significance and reference value.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.72

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