本文選題：藥品銷(xiāo)售 + 銷(xiāo)售模式�。� 參考：《天津大學(xué)》2014年碩士論文

【摘要】：隨著我國(guó)醫(yī)療改革的不斷深入，醫(yī)藥廠家的藥品銷(xiāo)售模式也不斷的創(chuàng)新，傳統(tǒng)的藥品銷(xiāo)售模式已經(jīng)不能適用于現(xiàn)代化的藥品銷(xiāo)售管理活動(dòng)。因此根據(jù)國(guó)家醫(yī)療改革的步伐，轉(zhuǎn)變藥品的銷(xiāo)售模式已經(jīng)成為企業(yè)促進(jìn)藥品銷(xiāo)售績(jī)效的關(guān)鍵所在。本文就是針對(duì)這樣的研究背景，以G企業(yè)A藥品銷(xiāo)售為具體的研究案例，對(duì)G企業(yè)A藥品銷(xiāo)售模式轉(zhuǎn)型問(wèn)題進(jìn)行了詳細(xì)的分析和討論。在本文的研究過(guò)程中，本文詳細(xì)的分析了我國(guó)的藥品銷(xiāo)售渠道發(fā)展的主要階段及其特點(diǎn)，，在此基礎(chǔ)之上，重點(diǎn)討論了買(mǎi)斷銷(xiāo)售、代理銷(xiāo)售、經(jīng)銷(xiāo)制銷(xiāo)售以及低價(jià)承包銷(xiāo)售模式等特點(diǎn)以及優(yōu)缺點(diǎn)。為本文的研究奠定了理論基礎(chǔ)。在理論分析的基礎(chǔ)之上，本文以G公司A藥品銷(xiāo)售渠道轉(zhuǎn)向?yàn)榫唧w的研究對(duì)象，在對(duì)G公司A藥品銷(xiāo)售的現(xiàn)狀進(jìn)行介紹的基礎(chǔ)之上，詳細(xì)的分析了該藥品在當(dāng)前銷(xiāo)售模式下所存在的問(wèn)題。其中通過(guò)本文的分析看出，當(dāng)前G公司A藥品在銷(xiāo)售模式方面主要存在著串貨現(xiàn)象嚴(yán)重，區(qū)域管理困難、藥品銷(xiāo)售渠道沖突嚴(yán)重、醫(yī)藥招標(biāo)體制不完善等問(wèn)題。針對(duì)這樣的問(wèn)題，本文詳細(xì)的從外部環(huán)境以企業(yè)的內(nèi)部環(huán)境兩個(gè)方面分析了G公司A藥品在銷(xiāo)售模式轉(zhuǎn)型的影響因素。并且針對(duì)分析的結(jié)果提出了G公司A藥品在銷(xiāo)售模式方案，強(qiáng)調(diào)應(yīng)該轉(zhuǎn)變?cè)械娜∠變r(jià)銷(xiāo)售模式，轉(zhuǎn)為專(zhuān)業(yè)化運(yùn)營(yíng)模式，其中廠家直接放貨給專(zhuān)業(yè)的藥品銷(xiāo)售商業(yè)公司，并且通過(guò)廠家與商業(yè)公司共同招商的方式來(lái)來(lái)選擇經(jīng)銷(xiāo)商。希望通過(guò)本文的研究，有效的避免G公司A藥品最低價(jià)銷(xiāo)售的政策性風(fēng)險(xiǎn)，同時(shí)也有效的減少了藥品銷(xiāo)售過(guò)程中的中間環(huán)節(jié)、避免了多個(gè)經(jīng)營(yíng)商之間的相互串貨以及渠道沖突等問(wèn)題。提高了藥品銷(xiāo)售的渠道管理質(zhì)量。進(jìn)而有效的提高了G公司A藥品的銷(xiāo)售績(jī)效。
[Abstract]:With the deepening of medical reform in China, the drug sales model of pharmaceutical manufacturers has been innovating constantly. The traditional drug sales model can no longer be applied to modern drug sales management activities. Therefore, according to the pace of national medical reform, changing the drug sales model has become the key to promote drug sales performance. Based on this research background, this paper makes a detailed analysis and discussion on the transformation of A drug sales model in G enterprise. In the research process of this paper, this paper analyzes the main stages and characteristics of the development of drug sales channels in China in detail. On this basis, it focuses on the discussion of buyout sales, agency sales, Distribution system sales and low-cost contract sales model and other characteristics as well as advantages and disadvantages. It lays a theoretical foundation for the research of this paper. On the basis of theoretical analysis, this paper takes G Company A drug sales channel as the specific research object, on the basis of introducing the current situation of G company A drug sales. The problems existing in the current sales mode of the drug are analyzed in detail. Through the analysis of this paper, it can be seen that there are some problems in the sale mode of A drugs in company G, such as serious chain of goods, difficulty in regional management, serious conflict of drug sales channels, imperfect bidding system of medicine and so on. In order to solve this problem, this paper analyzes in detail the factors influencing the transformation of A drugs in G Company from the external environment and the internal environment of the enterprise. And based on the results of the analysis, the paper puts forward the plan of A drug sale mode in G Company, emphasizing that the original sales mode should be changed from the base price to the specialized operation mode, in which the manufacturers directly release the goods to the specialized drug sales commercial companies. And through manufacturers and commercial companies to select dealers in the way of joint investment. I hope that through the research in this paper, we can effectively avoid the policy risk of the lowest price sales of drugs in G Company A, and at the same time effectively reduce the intermediate links in the process of drug sales. Avoid a number of operators between the string of goods and channel conflicts and other problems. Improved the quality of drug sales channel management. And then effectively improve the G company A drug sales performance.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.72

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 溫慧生;;理論追述:渠道沖突面面觀[J];現(xiàn)代營(yíng)銷(xiāo)(學(xué)苑版);2005年11期

2 葉敏;;分銷(xiāo)渠道沖突的成因與規(guī)避[J];商訊商業(yè)經(jīng)濟(jì)文薈;2006年01期

3 張宏巖;;渠道沖突的原因及對(duì)策[J];理論界;2007年06期

4 李克芳;;論企業(yè)對(duì)渠道沖突的規(guī)范化管理[J];經(jīng)濟(jì)師;2007年07期

5 賴?yán)?;基于渠道權(quán)力的渠道沖突解決[J];商場(chǎng)現(xiàn)代化;2007年19期

6 岳琳;;我國(guó)企業(yè)特許生產(chǎn)過(guò)程中渠道沖突的管理[J];南京財(cái)經(jīng)大學(xué)學(xué)報(bào);2007年06期

7 侯方曉;;營(yíng)銷(xiāo)渠道沖突及管理機(jī)制研究[J];商場(chǎng)現(xiàn)代化;2009年10期

8 陳薇;;銷(xiāo)售渠道沖突控制[J];現(xiàn)代經(jīng)濟(jì)信息;2009年10期

9 劉徽;;渠道沖突的制勝法寶[J];市場(chǎng)觀察;2011年06期

10 周紅豆;鄒m錙

本文編號(hào)：2059437