本文選題：新醫(yī)改 + 基本藥物��； 參考：《河北經(jīng)貿(mào)大學(xué)》2014年碩士論文

【摘要】：隨著國家對醫(yī)療體制改革進程的迅速推廣，藥品集中招標(biāo)采購，基本藥物配送制度，公立醫(yī)療機構(gòu)改革等相關(guān)配套政策都已陸續(xù)出臺。2009年7月24號《醫(yī)療衛(wèi)生體制五項重點改革2009年度工作主要安排》由國務(wù)院鄭重宣布，基本藥物招標(biāo)制度正式實施。2013年對基本藥物的數(shù)量做了進一步調(diào)整，從2009年的307個品種增加到2013年520個品種，基藥品種的增加意味著醫(yī)藥市場營銷競爭的加劇。由于藥品的特殊性，基本藥物制度規(guī)定農(nóng)村基層醫(yī)療機構(gòu)必須全部使用基本藥物目錄中的藥品，并且按照零差價銷售，，目錄以外的藥品一律不準(zhǔn)在基層醫(yī)療機構(gòu)銷售。造成政府強制性擴大中標(biāo)產(chǎn)品在基層醫(yī)療機構(gòu)的市場份額，同時強行將未中標(biāo)產(chǎn)品退出基層醫(yī)療市場，這就使得原有的藥品市場營銷渠道發(fā)生了重大變化，尤其是未中標(biāo)廠家，最顯著的變化就是藥店將取代醫(yī)院成為藥品的重要銷售渠道。濟世藥業(yè)是一家具有五十多年歷史的中成藥制藥企業(yè)，屬于國家高新技術(shù)企業(yè)。目前醫(yī)藥市場的不斷變化，濟世藥業(yè)現(xiàn)有的營銷模式已制約了企業(yè)的做大做強。 本文結(jié)合濟世藥業(yè)現(xiàn)有的營銷渠道為研究樣本，運用營銷理論，結(jié)合當(dāng)前新醫(yī)改大形勢，分析濟世藥業(yè)現(xiàn)有的營銷渠道存在的優(yōu)勢和不足，對濟世藥業(yè)的營銷渠道提出新設(shè)想，同時通過對濟世藥業(yè)這個范本的研究，希望對我國現(xiàn)階段醫(yī)藥營銷渠道模式有一定的參考意義。
[Abstract]:With the rapid promotion of the national reform process of the medical system, the centralized bidding and procurement of medicines, the distribution system of essential drugs, The relevant supporting policies such as the reform of public medical institutions have been promulgated one after another. On July 24, 2009, the State Council solemnly announced the main work arrangements for 2009, the five key reforms of the medical and health system. In 2013, the number of essential drugs increased from 307 varieties in 2009 to 520 varieties in 2013. Because of the particularity of drugs, the basic drug system stipulates that the primary medical institutions in rural areas must use all the medicines in the essential drug catalogue, and sell according to the zero difference, and all drugs other than the catalogue are not allowed to be sold in the primary medical institutions. As a result of the government's mandatory expansion of the market share of the winning products in the primary medical institutions and the forced withdrawal of the unsuccessful products from the primary medical care market, this has resulted in significant changes in the marketing channels of the original medicines, especially those that have not been awarded the bid. The most significant change is that pharmacies will replace hospitals as important channels for drug sales. Jishi Pharmaceutical Co., Ltd is a national high-tech pharmaceutical enterprise with a history of more than 50 years. With the change of medicine market, the existing marketing mode of Jishi pharmaceutical industry has restricted the enterprises to be bigger and stronger. This paper combines the existing marketing channel of Jishi Pharmaceutical Industry as the research sample, applies the marketing theory, combined with the current situation of the new medical reform, analyzes the advantages and disadvantages of the existing marketing channel of Jishi Pharmaceutical Industry, and puts forward a new idea on the marketing channel of Jishi Pharmaceutical Industry. At the same time, through the research on the model of Jishi pharmaceutical industry, I hope it has some reference significance to the current pharmaceutical marketing channel mode in our country.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.72

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