本文關鍵詞：宏康醫(yī)藥營銷管理創(chuàng)新研究　出處：《廣西師范大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 醫(yī)藥行業(yè) 營銷組合 管理創(chuàng)新

【摘要】：隨著經(jīng)濟的繁榮以及人口老齡化的加快,醫(yī)藥行業(yè)得到了快速的發(fā)展。近十年來全球的醫(yī)藥市場一直保持較為穩(wěn)定的增長。我國也已經(jīng)邁入世界上第三大藥品市場和發(fā)展最快的全球醫(yī)藥市場,增長率持續(xù)保持在20%以上�？焖僭鲩L的醫(yī)藥經(jīng)濟加劇了市場的競爭,營銷理念及形式也日漸發(fā)生著變革,營銷管理創(chuàng)新業(yè)已成為企業(yè)在新時期求生存、謀發(fā)展、迎挑戰(zhàn)的指導思想。 醫(yī)藥行業(yè)作為一個朝陽行業(yè),在中國改革開放的大背景下得到了空前的發(fā)展。但隨著市場化的深入以及醫(yī)藥政策的逐步調(diào)整,使得眾多的醫(yī)藥經(jīng)營企業(yè)不得不面對如何生存,怎樣發(fā)展的嚴峻問題。 深圳宏康醫(yī)藥作為中型醫(yī)藥流通企業(yè),自成立至今發(fā)展迅速。但近年來隨著醫(yī)藥市場環(huán)境的變化,其經(jīng)營管理理念卻沒有與時俱進,已初顯其陳舊弊端,這幾乎導致公司面臨生存的大問題。鑒于此,迫切需要對其現(xiàn)行營銷策略進行改革。 本文主要以宏康醫(yī)藥公司營銷管理創(chuàng)新為研究對象,通過對宏康醫(yī)藥公司外部營銷環(huán)境的展示,結合相關營銷管理理論,利用SWOT分析法,首先對宏康醫(yī)藥公司的營銷狀況進行了分析,并指出宏康醫(yī)藥公司營銷管理的現(xiàn)狀及產(chǎn)生的原因,然后利用公司的優(yōu)勢資源,從營銷組合元素入手提出相應的創(chuàng)新策略,那就是“掌控終端”。最后給出了具體的營銷措施---用對人、選好“品”、精布局、嚴控銷,聯(lián)合兄弟公司以中藥飲片為渠道突破口,充分整合第二及第三終端等幾方面。 本文通過對上述內(nèi)容的探討,提出了一些舉措,其意在于理論上有助于營銷管理創(chuàng)新的研究,豐富營銷理論的內(nèi)容；從實踐上看,為我國單體藥店走出一條規(guī)范化、集約化發(fā)展之路提供了具有參考價值的模板,從而有助于醫(yī)藥商業(yè)企業(yè)進行經(jīng)營模式的完善。從宏觀上來說,其意義主要在于促使企業(yè)認清問題所在,重識并加強營銷管理創(chuàng)新。從微觀來講,宏康公司的發(fā)展也關乎到廣大員工的切身利益,而本課題的研究可為宏康醫(yī)藥公司的長期規(guī)劃和可持續(xù)發(fā)展提供有益的參考意見。
[Abstract]:As the economy booms and the population ages faster. The pharmaceutical industry has got rapid development. In the past decade, the global pharmaceutical market has maintained a relatively stable growth. China has also entered the third largest drug market in the world and the fastest growing global pharmaceutical market. The rapid growth of pharmaceutical economy intensifies the competition of the market, and the marketing concept and form are changing day by day. The innovation of marketing management has become the survival of enterprises in the new period. The guiding ideology of seeking development and meeting challenges. The pharmaceutical industry as a sunrise industry, under the background of China's reform and opening up, has been unprecedented development, but with the deepening of the market and the gradual adjustment of pharmaceutical policy. Many pharmaceutical enterprises have to face the severe problems of how to survive and how to develop. Shenzhen Hongkang medicine, as a medium-sized pharmaceutical circulation enterprise, has developed rapidly since its establishment. However, with the change of medicine market environment in recent years, its management concept has not kept pace with the times, and it has shown its outmoded malpractice. In view of this, there is an urgent need to reform its current marketing strategy. This article mainly takes Hongkang Pharmaceutical Company's marketing management innovation as the research object, through to the Hongkang medicine company external marketing environment display, unifies the correlation marketing management theory, uses the SWOT analysis method. First of all, the article analyzes the marketing situation of Hongkang Pharmaceutical Company, and points out the present situation and reasons of Hongkang Pharmaceutical Company's marketing management, and then makes use of the company's superior resources. Starting with the elements of marketing combination, this paper puts forward the corresponding innovation strategy, that is, "control terminal". Finally, it gives specific marketing measures-using people, choosing "goods", fine layout, strictly controlling sales. United Brothers to traditional Chinese medicine as a breakthrough channel, fully integrated the second and third terminals and other aspects. Through the discussion of the above contents, this paper puts forward some measures, which is helpful to the research of marketing management innovation theoretically and enriches the content of marketing theory. From the practical point of view, it provides a template with reference value for our country's individual drugstore to go out of a standardized, intensive development road, which is helpful to improve the business model of pharmaceutical commercial enterprises. From the macro point of view. Its significance is to urge enterprises to recognize the problems, re-recognize and strengthen the innovation of marketing management. From the micro point of view, the development of Hongkang is also related to the vital interests of the majority of employees. The research of this topic can provide a useful reference for the long-term planning and sustainable development of Hongkang Pharmaceutical Company.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.72

【參考文獻】

相關期刊論文 前7條

1 何英杰;;企業(yè)營銷管理創(chuàng)新的現(xiàn)狀及對策[J];產(chǎn)業(yè)與科技論壇;2008年08期

2 劉燕;;渠道變革風險的影響因素實證研究[J];當代經(jīng)濟;2012年02期

3 喬茂民;石同印;;淺談企業(yè)市場營銷管理觀念的革新[J];科技信息;2009年09期

4 陳萍;;論企業(yè)公關危機的解決策略[J];品牌(理論月刊);2011年03期

5 魏遠輝;;新時期醫(yī)藥營銷渠道分析研究[J];中國市場;2011年39期

6 吳濱海;;論推動企業(yè)市場營銷創(chuàng)新的有效模式[J];現(xiàn)代經(jīng)濟信息;2012年11期

7 毛黎明;;試論如何完善企業(yè)市場營銷管理過程[J];現(xiàn)代營銷(學苑版);2010年06期

，

本文編號：1395017