【摘要】：隨著國家醫(yī)療保險制度改革,醫(yī)療體制改革,醫(yī)藥流通體制改革和藥品分類管理制度的實施,我國的醫(yī)藥生產(chǎn)、銷售、流通、消費(fèi)等均發(fā)生了巨大變化。對此企業(yè)迫切需要適用于處方藥運(yùn)作的營銷理論和實用體系作指導(dǎo),需要一套完整的處方藥營銷策略。本文站在歐立制藥集團(tuán)的角度,通過對處方藥醫(yī)院終端市場現(xiàn)狀、處方藥的營銷渠道特點(diǎn)及公司狀況的分析,指出了處方藥營銷渠道目前存在的誤區(qū)及不足,提出了歐立制藥處方藥營銷策略的選擇。在處方藥營銷策略類型及特征分析和國外處方藥新營銷經(jīng)驗借鑒的基礎(chǔ)上,提出歐立處方藥營銷渠道的轉(zhuǎn)變方向。最后,本文制定了歐立制藥處方藥營銷策略的實施措施,實施學(xué)術(shù)性推廣營銷策略、針對醫(yī)院終端的營銷策略、針對患者終端的營銷策略。本文的研究結(jié)果希望能為歐立制藥集團(tuán)的健康發(fā)展提供了良好的借鑒和幫助。
[Abstract]:With the reform of the national medical insurance system, the reform of the medical system, the reform of the medicine circulation system and the implementation of the drug classification management system, great changes have taken place in the production, sale, circulation and consumption of medicine in China. Enterprises urgently need guidance of marketing theory and practical system applicable to the operation of prescription drugs and a complete set of marketing strategies for prescription drugs. Based on the analysis of the status quo of the terminal market of prescription drug hospitals, the characteristics of the marketing channels and the company status of prescription drugs, this paper points out the misunderstandings and shortcomings in the marketing channels of prescription drugs from the point of view of Ole Pharmaceutical Group. The selection of marketing strategy for prescription drugs of Ole Pharmaceutical is put forward. On the basis of the analysis of the types and characteristics of prescription drug marketing strategy and the experience of new prescription drug marketing abroad, this paper puts forward the changing direction of Oli prescription drug marketing channel. Finally, this paper formulates the implementation measures of the Ole pharmaceutical prescription drug marketing strategy, carries out the academic promotion marketing strategy, the marketing strategy for the hospital terminal, the marketing strategy for the patient terminal. The research results of this paper hope to provide good reference and help for the healthy development of Euler Pharmaceutical Group.
【學(xué)位授予單位】：廣東財經(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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