本文選題：一心堂　切入點(diǎn)：醫(yī)療機(jī)構(gòu)　出處：《昆明理工大學(xué)》2014年碩士論文

【摘要】：醫(yī)藥衛(wèi)生體制改革一向是政府公共服務(wù)的難題,始于2006年的醫(yī)療衛(wèi)生體制改革在百姓的呼聲中啟程。看病難、看病貴是中國(guó)長(zhǎng)期存在、不可否認(rèn)的事實(shí)。首先是醫(yī)院治療、藥品費(fèi)用太貴,普通老百姓難以承受。其次是醫(yī)藥資源分布不均衡。在農(nóng)村,老百姓難以得到優(yōu)質(zhì)的醫(yī)療資源,被迫擠入大都市大醫(yī)院看病,形成了看病難的局面。因此,醫(yī)療問(wèn)題早就成為百姓們最迫切需要解決的問(wèn)題之一 我們深知,醫(yī)改的重要性和必要性,同時(shí)也是一個(gè)復(fù)雜而長(zhǎng)期的過(guò)程。本人所在單位云南鴻翔一心堂藥業(yè)(集團(tuán))股份有限公司旗下的HX公司一直在嘗試通過(guò)市場(chǎng)運(yùn)作的方法進(jìn)行切入。公司不斷地在探索、研究、綜合地分析每個(gè)利益鏈條上的各方,分析各利益團(tuán)體的正當(dāng)利益和非正當(dāng)利益,進(jìn)而探求一套積極有效的利益管理方法,以便能讓利益各方在醫(yī)改中獲得最大收益。 本文的出發(fā)點(diǎn)從醫(yī)療衛(wèi)生體制改革、城鎮(zhèn)職工基本醫(yī)療保險(xiǎn)制度、藥品分類(lèi)管理制度的實(shí)施開(kāi)始分析。通過(guò)研究發(fā)現(xiàn),藥品消費(fèi)市場(chǎng)將從單一的醫(yī)療機(jī)構(gòu)內(nèi)部競(jìng)爭(zhēng)轉(zhuǎn)向由醫(yī)療機(jī)構(gòu)、藥店和其他商業(yè)網(wǎng)點(diǎn)構(gòu)成的多元化競(jìng)爭(zhēng),形成多渠道的消費(fèi)格局�；鶎俞t(yī)療機(jī)構(gòu)藥房和傳統(tǒng)的社會(huì)藥房都面臨著越來(lái)越大的挑戰(zhàn)。醫(yī)療機(jī)構(gòu)藥房是醫(yī)院重要組織單元,其專(zhuān)業(yè)性、技術(shù)性、規(guī)范性,都較之社會(huì)藥房有著絕對(duì)的優(yōu)勢(shì)。例如醫(yī)院藥房有較高水平的醫(yī)療團(tuán)隊(duì),有更豐富的檢查手段等。而社會(huì)藥房尤其是連鎖藥房,在便利性、經(jīng)濟(jì)性、多元競(jìng)爭(zhēng)性方面,也具有絕對(duì)優(yōu)勢(shì),從而,對(duì)藥房托管的可行性奠定基礎(chǔ)。 本文以HX公司藥房托管的試點(diǎn)經(jīng)驗(yàn),找出醫(yī)院藥房托管營(yíng)銷(xiāo)策略的重要因素,以營(yíng)銷(xiāo)管理理論為指導(dǎo),通過(guò)分析這些影響因素對(duì)經(jīng)營(yíng)行為的影響程度,以期改善經(jīng)營(yíng)管理策略。 本文著重研究托管藥房營(yíng)銷(xiāo)策略環(huán)節(jié),通過(guò)改善托管藥房經(jīng)營(yíng)管理,保障與藥相關(guān)的所有環(huán)節(jié)更加人性化,最終達(dá)到服務(wù)增值。
[Abstract]:The reform of the medical and health system has always been a difficult problem for the government's public service. The reform of the medical and health system, which began in 2006, set off in the voice of the common people. It is an undeniable fact that medical treatment is difficult and expensive in China for a long time. First of all, hospital treatment. The cost of medicines is too expensive for ordinary people to bear. Secondly, the distribution of medical resources is not balanced. In rural areas, people are unable to obtain high-quality medical resources and are forced to see doctors in large hospitals in metropolitan areas, thus creating a difficult situation for them to see a doctor. Medical treatment has long been one of the most urgent problems that people need to solve. We are well aware of the importance and necessity of health care reform, At the same time, it is also a complicated and long-term process. The HX Company, which is owned by Yunnan Hongxiang Shentang Pharmaceutical (Group) Co., Ltd., has been trying to cut through the method of market operation. The company is constantly exploring and researching. This paper comprehensively analyzes the parties in each interest chain, analyzes the legitimate and illegitimate interests of each interest group, and then explores a set of positive and effective methods of interest management so as to enable the benefit parties to obtain the maximum benefit in the medical reform. The starting point of this paper is the reform of the medical and health system, the implementation of the basic medical insurance system for urban staff and workers, and the implementation of the classified drug management system. The drug consumption market will shift from competition within a single medical institution to a diversified competition made up of medical institutions, pharmacies and other commercial outlets. To form a multi-channel consumption pattern. The pharmacies of primary medical institutions and traditional social pharmacies are facing increasing challenges. Pharmacies of medical institutions are important organizational units of hospitals, which are professional, technical, normative, Both have absolute advantages over social pharmacies. For example, hospital pharmacies have a higher level of medical teams and more abundant examination methods. And social pharmacies, especially chain pharmacies, are in terms of convenience, economy, and multiple competitiveness. Also has the absolute superiority, thus, establishes the foundation to the pharmacy trusteeship feasibility. Based on the experience of HX Company, this paper finds out the important factors of hospital pharmacy trusteeship marketing strategy, with the guidance of marketing management theory, through the analysis of the influence of these factors on business behavior, In order to improve the management strategy. This paper focuses on the marketing strategy of the escrow pharmacy. By improving the operation and management of the escrow pharmacy, we can ensure that all the links related to the medicine are more humanized, and finally the service increment can be achieved.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;R197.1;F426.72

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