【摘要】：隨著2009年國家新的醫(yī)藥衛(wèi)生體制改革政策文件的陸續(xù)頒布并實(shí)施(統(tǒng)稱“新醫(yī)改”),這對(duì)于醫(yī)藥企業(yè)的市場(chǎng)營(yíng)銷,機(jī)遇與挑戰(zhàn)并存。規(guī)�；�、集約化、特色化和國際化將成為醫(yī)藥企業(yè)的發(fā)展趨勢(shì),面對(duì)如此巨大的壓力,反思原來的營(yíng)銷策略,找到更適合新形勢(shì)要求的營(yíng)銷策略,已成為醫(yī)藥企業(yè)未來生存與發(fā)展的關(guān)鍵。 本論文從營(yíng)銷管理的理論出發(fā),對(duì)國內(nèi)外制藥企業(yè)的處方藥營(yíng)銷策略進(jìn)行了詳細(xì)的描述并加以分析,提出了在新醫(yī)改下跨國制藥企業(yè)處方藥營(yíng)銷面臨的機(jī)遇與挑戰(zhàn),全面地概述了跨國制藥企業(yè)的處方藥營(yíng)銷策略的現(xiàn)狀,指出了目前跨國制藥企業(yè)處方藥營(yíng)銷中存在的問題,并找到了解決的辦法。 本論文通過L公司的獨(dú)家生產(chǎn)的A產(chǎn)品的剖析,對(duì)其市場(chǎng)地位、產(chǎn)品背景、營(yíng)銷策略作了較透徹的說明。從醫(yī)生、患者、企業(yè)內(nèi)部三方面,指出A產(chǎn)品在新醫(yī)改下的營(yíng)銷新探索。
[Abstract]:With the promulgation and implementation of the national new medical and health system reform policy document in 2009 (collectively called the "new medical reform"), it has both opportunities and challenges for the marketing of pharmaceutical enterprises. Scale, intensive, characteristic and internationalization will become the development trend of pharmaceutical enterprises. In the face of such great pressure, we should reflect on the original marketing strategy and find a marketing strategy that is more suitable for the requirements of the new situation. It has become the key to the future survival and development of pharmaceutical enterprises. Starting from the theory of marketing management, this paper describes and analyzes the marketing strategies of prescription drugs in domestic and foreign pharmaceutical enterprises in detail, and puts forward the opportunities and challenges faced by the prescription drug marketing of multinational pharmaceutical enterprises under the new medical reform. This paper summarizes the current situation of prescription drug marketing strategy in multinational pharmaceutical enterprises, points out the problems existing in prescription drug marketing in multinational pharmaceutical enterprises, and finds out the solutions. This paper makes a thorough explanation of the market position, product background and marketing strategy through the analysis of the A product produced exclusively by L Company. From the doctor, the patient, the enterprise internal three aspects, pointed out A product under the new medical reform marketing new exploration.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.72

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 趙玲;;跨國制藥企業(yè)處方藥營(yíng)銷模式研究:以諾和諾德公司SoLoMo營(yíng)銷模式為例[J];現(xiàn)代經(jīng)濟(jì)信息;2015年03期

相關(guān)碩士學(xué)位論文 前3條

1 王慧芳;BM公司山東市場(chǎng)營(yíng)銷策略研究[D];山東大學(xué);2015年

2 劉華;新醫(yī)改背景下A醫(yī)藥公調(diào)整研究[D];東華大學(xué);2015年

3 彭們;C公司抗癌類藥物營(yíng)銷策略研究[D];對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);2015年

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本文編號(hào)：2430769