【摘要】：近年來，隨著中國社會經(jīng)濟的高速發(fā)展，醫(yī)藥行業(yè)快速增長,不同醫(yī)藥企業(yè)之間的競爭愈演愈烈，如何在愈演愈烈的市場競爭中占領(lǐng)先機，并取得長遠發(fā)展,成為各醫(yī)藥企業(yè)共同面對的挑戰(zhàn)。在醫(yī)藥行業(yè)，藥品的銷售以人員推銷方式為主，此類人員被稱為“醫(yī)藥代表”。醫(yī)藥代表對于醫(yī)藥企業(yè)來說，是整個企業(yè)的核心資源，決定著企業(yè)競爭力。而如何應(yīng)對醫(yī)藥代表的高離職率和職業(yè)倦怠帶來的問題，成為擺在醫(yī)藥企業(yè)銷售管理和人力資源管理面前的一道難題。在國外,職業(yè)倦怠的研究已經(jīng)開展30多年了。主要的研究內(nèi)容包括概念、研究對象所在的領(lǐng)域、影響因素以及發(fā)展模式，而研究對象主要包括教師、警察以及醫(yī)務(wù)工作者，不少研究者針對各類型職業(yè)人群的職業(yè)倦怠進行了初步的研究，并提出一些政策建議，但這些建議都過于理論化，可行性以及有效性不夠，對于未來的研究方向，應(yīng)該針對具體的職業(yè)特點，找到核心影響因素，并提出切實有效的措施。 本文首先以職業(yè)倦怠理論為基礎(chǔ)，通過問卷調(diào)查方式，圍繞全球前15強的跨國制藥公司勃林格殷格翰（中國）醫(yī)藥代表的職業(yè)倦怠現(xiàn)狀展開論述。勃林格殷格翰（中國）作為一家大型的跨國制藥企業(yè)，其產(chǎn)品的生產(chǎn)、經(jīng)營管理、銷售管理，跟國內(nèi)很多藥品生產(chǎn)企業(yè)有很多相通之處，因而對職業(yè)倦怠的研究具備典型性。因此，文章對該公司醫(yī)藥代表現(xiàn)有職業(yè)倦怠問題進行探討，主要從外部環(huán)境、企業(yè)和個體三個方面來綜合分析醫(yī)藥代表產(chǎn)生職業(yè)倦怠的原因，同時深入探討職業(yè)倦怠所產(chǎn)生的危害；最后，，結(jié)合勃林格殷格翰（中國）的實際情況，針對其醫(yī)藥代表存在的職業(yè)倦怠問題，從社會、企業(yè)和個人三方面提出了相應(yīng)的干預(yù)措施和建議。希望能為國內(nèi)相關(guān)制藥企業(yè)以及其他以人員推銷為主行業(yè)的銷售管理和職業(yè)倦怠提供一定的參考和借鑒意義。
[Abstract]:In recent years, with the rapid development of China's social economy, the rapid growth of the pharmaceutical industry, the competition between different pharmaceutical enterprises intensified, how to seize the first opportunity in the increasingly fierce market competition, and achieve long-term development. It has become a common challenge for all pharmaceutical enterprises. In the pharmaceutical industry, drugs are sold mainly by people who are called "pharmaceutical representatives". Pharmaceutical representatives for pharmaceutical enterprises, is the core resources of the whole enterprise, determine the competitiveness of the enterprise. How to deal with the problems caused by high turnover rate and job burnout of pharmaceutical representatives has become a difficult problem in front of sales management and human resource management of pharmaceutical enterprises. In foreign countries, the study of job burnout has been carried out for more than 30 years. The main research contents include the concept, the field of the research object, the influencing factors and the development model, while the research object mainly includes teachers, police and medical workers. Many researchers have carried out a preliminary study on job burnout of various types of occupational groups and put forward some policy recommendations. However, these suggestions are too theoretical, feasible and ineffective, and are not enough for the future research direction. The core influencing factors should be found according to the specific professional characteristics and effective measures should be put forward. Based on the theory of job burnout, this paper discusses the current situation of burnout of pharmaceutical representatives of Brig Ingham (China), a top 15 multinational pharmaceutical company in the world. As a large multinational pharmaceutical enterprise, Blinger Ingham (China) has a lot of similarities with many domestic drug manufacturers in the production, management and sales management of its products, so the research on job burnout is typical. Therefore, the article probes into the existing job burnout of pharmaceutical representatives of the company, mainly from the external environment, enterprises and individuals to comprehensively analyze the reasons of the medical representatives' job burnout. At the same time, the harm caused by job burnout is discussed deeply. Finally, according to the actual situation of Brig Ingham (China), this paper puts forward the corresponding intervention measures and suggestions from three aspects of society, enterprises and individuals in view of the problem of job burnout existing in his medical representatives. We hope to provide some reference and reference for domestic pharmaceutical enterprises and other sales management and job burnout.
【學(xué)位授予單位】：廣東商學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272.92;F416.72

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