【摘要】：藥品是關(guān)系人民生命健康的特殊商品,藥品流通行業(yè)是關(guān)系國計民生的重要行業(yè)。近年來,我國醫(yī)藥產(chǎn)業(yè)一直保持著持續(xù)快速增長,為國民健康水平的提高提供了強(qiáng)有力的保障。改革開放以來,我國藥品流通從計劃分配體制轉(zhuǎn)向市場化經(jīng)營體制,行業(yè)獲得了長足發(fā)展,市場規(guī)模持續(xù)擴(kuò)大。然而,在快速發(fā)展的同時,醫(yī)藥流通行業(yè)也暴露出許多問題,尤其是分銷渠道過長的問題最為突出,有待進(jìn)一步解決與完善。 醫(yī)藥分銷渠道,作為聯(lián)結(jié)醫(yī)藥生產(chǎn)企業(yè)和醫(yī)藥消費(fèi)者的紐帶,直接影響到醫(yī)藥行業(yè)的整體發(fā)展,近幾年醫(yī)藥衛(wèi)生體制改革不斷深化,針對于醫(yī)藥流通渠道的醫(yī)改政策頻繁出臺,給整個醫(yī)藥流通行業(yè)帶來巨大的震動與改變。在當(dāng)前醫(yī)藥分銷渠道扁平化的趨勢越來越明顯的情況下,身為渠道成員的醫(yī)藥分銷商如何制定市場戰(zhàn)略以應(yīng)對市場的挑戰(zhàn),已經(jīng)成為關(guān)系企業(yè)生存與發(fā)展的根本問題。 本文闡述了醫(yī)藥分銷渠道的相關(guān)理論,回顧了我國醫(yī)藥分銷渠道發(fā)展的歷史和現(xiàn)狀,通過醫(yī)藥市場需求分析、SWOT分析、PEST分析等,深入探討了當(dāng)前醫(yī)改大背景下,醫(yī)藥分銷渠道扁平化的總體趨勢及其科學(xué)性、合理性。并結(jié)合大型醫(yī)藥商業(yè)企業(yè)九州通集團(tuán)的發(fā)展歷程、戰(zhàn)略規(guī)劃分析,重點(diǎn)研究在渠道扁平化趨勢下,醫(yī)藥分銷商如何適應(yīng)國家醫(yī)藥政策和市場環(huán)境的變化,為現(xiàn)階段處于變革中的醫(yī)藥分銷企業(yè)未來的市場戰(zhàn)略選擇提供支持。
[Abstract]:Medicine is a special commodity related to the life and health of the people, and the pharmaceutical circulation industry is an important industry related to the national economy and the people's livelihood. In recent years, China's pharmaceutical industry has maintained a sustained and rapid growth, providing a strong guarantee for the improvement of national health. Since the reform and opening up, the distribution of drugs in China has changed from the planned distribution system to the market-oriented management system, and the industry has made great progress and the market scale has been continuously expanded. However, with the rapid development of pharmaceutical circulation industry, many problems have been exposed, especially the problem of long distribution channels, which needs to be further solved and improved. As a link between pharmaceutical manufacturers and pharmaceutical consumers, pharmaceutical distribution channels have a direct impact on the overall development of the pharmaceutical industry. In recent years, the reform of the medical and health system has been deepened, and the medical reform policies for the pharmaceutical circulation channels have been introduced frequently. To the entire pharmaceutical circulation industry to bring tremendous shock and change. At present, the trend of flattening of pharmaceutical distribution channels is becoming more and more obvious. How to formulate market strategy to meet the challenges of the market has become the fundamental problem related to the survival and development of enterprises. This paper expounds the relevant theories of pharmaceutical distribution channels, reviews the history and present situation of the development of pharmaceutical distribution channels in China, and through the analysis of pharmaceutical market demand, SWOT analysis and PEST analysis, probes deeply into the background of the current medical reform. The overall trend of flattening of pharmaceutical distribution channels is scientific and reasonable. Combined with the development history and strategic planning analysis of Jiuzhou Tong Group, a large pharmaceutical commercial enterprise, this paper focuses on how to adapt pharmaceutical distributors to the changes of national pharmaceutical policy and market environment under the trend of flat channels. To provide support for the future market strategy choice of pharmaceutical distribution enterprises in the current stage.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F724.1;F426.72

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