本文關鍵詞： 醫(yī)生處方行為 Enterprise2.0 網(wǎng)絡營銷　出處：《上海外國語大學》2014年碩士論文　論文類型：學位論文

【摘要】：隨著信息化數(shù)字化的快速發(fā)展，數(shù)字化媒體和社交媒體這些渠道已經(jīng)被改變,越來越多的醫(yī)生通過瀏覽網(wǎng)頁來尋找醫(yī)藥資源。除了瀏覽網(wǎng)頁之外，醫(yī)生與醫(yī)生之間、醫(yī)生與醫(yī)藥公司之間，醫(yī)生與病人之間通過在線交流的方式也能獲得更多的醫(yī)學信息。醫(yī)生獲取到醫(yī)學信息的渠道會從側面影響醫(yī)生的用藥決定和處方?jīng)Q定。與此同時，醫(yī)生的處方行為涉及到醫(yī)療費用的控制、醫(yī)藥資源的利用、醫(yī)療服務管理，這些已經(jīng)成為影響各類醫(yī)療關系的重要基礎與關鍵環(huán)節(jié)。 在互聯(lián)網(wǎng)興起的時代，許多制藥公司希望通過網(wǎng)絡營銷來增加銷售業(yè)績，但是醫(yī)藥行業(yè)的背景與其他行業(yè)稍有不同。首先在國外處方藥可以通過藥房和醫(yī)院同時銷售，但在中國處方藥只能通過醫(yī)院銷售，這樣醫(yī)生的處方行為對藥品的銷售業(yè)績有著直接或者間接的影響。其次，在中國醫(yī)藥網(wǎng)站的資源少之又少，這就造成了醫(yī)生想要獲取醫(yī)學信息的渠道很狹隘，醫(yī)生對醫(yī)學信息知識的渴求也促使A制藥公司搭建在線網(wǎng)站。這一平臺不僅提供醫(yī)藥資源信息，也方便醫(yī)生與醫(yī)生，醫(yī)生與患者在線交流。麥肯錫調(diào)研報告指出，，僅銷售代表拜訪醫(yī)院和醫(yī)生的話，只能完成31%的銷售預期;通過銷售代表拜訪和網(wǎng)站營銷結合，可以達到40%的銷售預期。不僅如此，在沒有產(chǎn)生額外費用的情況下還能擴大醫(yī)生的覆蓋面。 A制藥公司NEXUS平臺在國外已經(jīng)有使用的案例。本文通過文獻研究法，經(jīng)驗總結法等研究方法對中國醫(yī)學網(wǎng)站的現(xiàn)狀做出分析研究，并且指出了中國醫(yī)學網(wǎng)站所存在的問題。經(jīng)研究發(fā)現(xiàn)越來越多的中國醫(yī)生使用互聯(lián)網(wǎng)尋求醫(yī)藥資源，這使得推廣NEXUS醫(yī)藥信息平臺變得具有可行性。而且研究還發(fā)現(xiàn)高達82%的醫(yī)生覺得自己的處方行為受到了醫(yī)療信息的影響，這對A制藥公司根據(jù)中國的國情以及中國制藥企業(yè)的大環(huán)境來推廣這一平臺，也是一個好消息。 本論文通過對整個醫(yī)藥行業(yè)環(huán)境的分析以及醫(yī)生處方行為的剖析，從深層次上揭示產(chǎn)生醫(yī)藥資源需求的內(nèi)在機理，為A制藥企業(yè)制訂正確的在線網(wǎng)站營銷策略提供了充分的資源，并為A制藥企業(yè)制定了有針對性的在線網(wǎng)站營銷策略，從而能幫助A制藥公司拓寬營銷模式。
[Abstract]:With the rapid development of information digitization, the channels of digital media and social media have been changed. More and more doctors search for medical resources through browsing the web. Between doctors and doctors, between doctors and pharmaceutical companies. More medical information is also available through online communication between doctors and patients. Doctors' access to medical information can influence doctors' drug and prescription decisions from the side. At the same time. The prescription behavior of doctors is related to the control of medical expenses, the utilization of medical resources and the management of medical services, which have become the important foundation and key link to affect all kinds of medical relations. In the era of the Internet, many pharmaceutical companies want to increase sales through online marketing. But the pharmaceutical industry has a slightly different background. First, prescription drugs can be sold abroad through pharmacies and hospitals, but prescription drugs can only be sold in hospitals in China. The prescription behavior of doctors has direct or indirect impact on the sales performance of drugs. Secondly, there are very few resources on Chinese medicine websites, which results in narrow channels for doctors to obtain medical information. Doctors' thirst for medical information also prompted A Pharmaceuticals to set up an online website, which not only provides information on medical resources, but also facilitates doctors and doctors. Online communication between doctors and patients. According to the McKinsey study, only sales representatives who visit hospitals and doctors can meet 31% of their sales expectations; Through a combination of sales representative visits and website marketing, 40% of sales expectations can be met. Not only that, but doctors' coverage can be expanded without incurring additional costs. A pharmaceutical company NEXUS platform has been used in foreign cases. This paper through literature research, experience summary method and other research methods to make an analysis of the status of medical websites in China. And pointed out the problems of Chinese medical websites. Through research, it is found that more and more Chinese doctors use the Internet to seek medical resources. This makes it possible to promote the NEXUS medical information platform, and the study found that up to 82% doctors felt their prescription behavior was affected by medical information. This is also good news for a pharmaceutical company to promote the platform according to the situation in China and the environment of Chinese pharmaceutical companies. Through the analysis of the whole medical industry environment and the analysis of doctors' prescription behavior, this paper reveals the internal mechanism of the demand for medical resources from a deep level. It provides sufficient resources for A pharmaceutical enterprise to formulate correct online website marketing strategy, and makes targeted online website marketing strategy for A pharmaceutical enterprise, which can help A pharmaceutical company to broaden its marketing mode.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.72

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