本文選題：LN制藥公司 + 醫(yī)藥營銷渠道��； 參考：《山東財經(jīng)大學(xué)》2015年碩士論文

【摘要】：醫(yī)藥行業(yè)與國家推行的政策之間有著非常密切的聯(lián)系,進入20世紀以來,受醫(yī)療改革政策的影響,我國醫(yī)藥行業(yè)發(fā)生了諸多改變,多項政策持續(xù)下達:開始對醫(yī)藥產(chǎn)品的銷售價格進行管理與控制,所售藥品需要統(tǒng)一招標、購買,基本藥物制度進行著持續(xù)調(diào)整,行業(yè)外部環(huán)境發(fā)生了一系列變化,并隨之對醫(yī)藥銷售環(huán)境也產(chǎn)生了一系列的影響。從企業(yè)自身經(jīng)營角度來看,在制藥公司與最終消費者之間,醫(yī)藥營銷發(fā)揮著重要的連接作用,是否選擇了一個合理而科學(xué)的營銷策略將會對企業(yè)的市場營銷效果產(chǎn)生重要的影響,進而決定著企業(yè)經(jīng)營的發(fā)展速度和前景。在醫(yī)藥公司的營銷策略中,渠道營銷是其至關(guān)重要的發(fā)展資源,可以成為醫(yī)藥企業(yè)的強大競爭優(yōu)勢。LN制藥公司是一家致力于產(chǎn)品研發(fā)與產(chǎn)業(yè)創(chuàng)新的本土醫(yī)藥制藥業(yè)巨頭,2014年LN公司營業(yè)收入在國內(nèi)七千余家醫(yī)藥制造企業(yè)中位居前四十強。面對國家推行的醫(yī)藥政策的不斷調(diào)整和國內(nèi)外醫(yī)藥行業(yè)動態(tài)變革等營銷環(huán)境的極大變化,LN公司要發(fā)展,既有良好發(fā)展機遇,又有極大挑戰(zhàn)。本文通過深入探析LN制藥公司在渠道決策過程中所出現(xiàn)的營銷模式落后、終端銷售方案針對性不強、渠道成員管控力度不足、渠道沖突嚴重等問題,提出優(yōu)化渠道模式、完善經(jīng)銷商管理機制、明晰提高獎勵措施、加大渠道沖突的管理、改進提升終端銷售等措施與建議。指出基于渠道模式優(yōu)化層面看,不能忽略二級經(jīng)銷商與第三終極端,需進一步強化產(chǎn)品的細化分銷;基于經(jīng)銷商管理機制層面看,需對客戶的多項信息進行客觀評估,實施分級化管理,注重合理化經(jīng)銷不要過度求全;基于激勵措施政策層面看,采用返利轉(zhuǎn)換模式,調(diào)整返利標準的方法來激勵廣大渠道成員;基于渠道沖突管理層面看,需對經(jīng)銷商進行科學(xué)化、嚴格化分選,不斷健全渠道分銷機制,實施相對完善的供貨價格管理機制及物流管控機制,從根本上遏制渠道沖突的產(chǎn)生;基于終端銷售層面看,將醫(yī)院及藥店渠道特性作為入手點,結(jié)合招標投標政策并與當(dāng)?shù)厮幍杲⒑献麝P(guān)系,以此來增加產(chǎn)品促銷量。本文為進一步提升LN制藥公司的營銷策略水平提出合理的措施和建議。也試圖為當(dāng)前大背景下我國醫(yī)藥制造行業(yè)的其他企業(yè)提升各自的渠道營銷管理水平提供借鑒。
[Abstract]:There is a very close relationship between the pharmaceutical industry and the policies pursued by the country. Since the beginning of the 20th century, many changes have taken place in the pharmaceutical industry in our country under the influence of the medical reform policies. Several policies continued to be issued: the management and control of the selling price of pharmaceutical products began, the drugs sold required unified bidding, purchase, the system of essential drugs was continuously adjusted, and a series of changes took place in the external environment of the industry. And then on the pharmaceutical sales environment also produced a series of effects. From the point of view of enterprise's own operation, pharmaceutical marketing plays an important role in connecting pharmaceutical companies and final consumers. Whether a reasonable and scientific marketing strategy is chosen will have an important influence on the marketing effect of the enterprise, and then determine the development speed and prospect of the enterprise management. In the marketing strategy of pharmaceutical companies, channel marketing is the most important development resource. Ln Pharmaceutical Company is a local pharmaceutical giant committed to product development and industrial innovation. In 2014, LN Company's operating income ranked among the top 40 of more than 7,000 pharmaceutical manufacturing enterprises in China. Faced with the constant adjustment of the national medical policy and the great changes of marketing environment such as the dynamic change of domestic and foreign pharmaceutical industry, there are both good opportunities and great challenges for the development of LN Company. In this paper, the author puts forward the optimized channel mode by analyzing deeply the problems such as the backward marketing mode in the channel decision-making process of LN pharmaceutical company, the weak pertinence of the terminal sales plan, the insufficient management and control of the channel members, the serious channel conflict, and so on. Improve dealer management mechanism, clear and improve incentives, increase channel conflict management, improve terminal sales and other measures and suggestions. From the perspective of channel mode optimization, we should not ignore the secondary dealer and the third terminal, we should further strengthen the detailed distribution of the product, and based on the dealer management mechanism, we need to objectively evaluate the customer's multiple information. To implement hierarchical management, pay attention to rationalizing distribution and not excessive perfection; based on incentive measures policy level, using the return conversion model, adjust the return standard method to motivate the majority of channel members; based on the channel conflict management level, It is necessary to carry out scientific and strict sorting of distributors, constantly improve the channel distribution mechanism, implement a relatively perfect supply price management mechanism and logistics control mechanism, and fundamentally contain the emergence of channel conflicts; based on the perspective of terminal sales, Taking the characteristic of hospital and pharmacy channel as the starting point, combining the bidding policy and establishing the cooperative relationship with the local drugstore, we can increase the quantity of product promotion. This paper puts forward reasonable measures and suggestions to further improve the marketing strategy level of LN pharmaceutical company. It also tries to provide reference for other enterprises in pharmaceutical manufacturing industry to improve their channel marketing management level.
【學(xué)位授予單位】：山東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.72

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本文編號：1900146