本文選題：太龍藥業(yè) + 營銷渠道��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：隨著我國經(jīng)濟的持續(xù)發(fā)展,人民生活水平的不斷改善,醫(yī)藥行業(yè)和健康保健受到了人們前所未有的重視。一方面,由于人口結(jié)構(gòu)老齡化程度在我國的加劇,以及環(huán)境的污染問題越來越嚴(yán)重,使得藥品需求呈持續(xù)增長之勢。另一方面,近年來,國家衛(wèi)生局針對醫(yī)療體制改革先后出臺了一系列的政策,隨著政策的不斷實施,政府制定的基本藥物的招標(biāo)政策的不斷完善,我國醫(yī)藥分銷市場得到進一步的開放,外資制藥企業(yè)不斷涌入我國醫(yī)藥市場,國內(nèi)的醫(yī)藥生產(chǎn)企業(yè)面臨的競爭和壓力不斷加大。這種情況下,醫(yī)藥生產(chǎn)企業(yè)要取得公司的可持續(xù)性地發(fā)展,就必須要改變企業(yè)的營銷模式,如何正確地選擇適合自身的營銷渠道是當(dāng)前各醫(yī)藥企業(yè)亟待解決的首要課題,而企業(yè)營銷渠道的效率、企業(yè)對營銷渠道的控制力以及藥品生產(chǎn)企業(yè)和經(jīng)銷商之間的協(xié)調(diào)性是決定醫(yī)藥企業(yè)選擇何種營銷渠道模式的關(guān)鍵性要素。本論文希望通過深入研究太龍藥業(yè)公司現(xiàn)有營銷渠道現(xiàn)狀,找到更加適合太龍藥業(yè)公的營銷渠道模式,以便在未來的醫(yī)藥市場競爭中能取得競爭優(yōu)勢。本文通過分析太龍藥業(yè)近幾年來藥品的銷售情況、藥品種類特點、公司現(xiàn)有營銷渠道現(xiàn)狀,結(jié)合深度訪談和調(diào)查問卷總結(jié)企業(yè)現(xiàn)有營銷渠道中存在的問題和產(chǎn)生的原因,找到符合太龍藥業(yè)發(fā)展的渠道改進方案。論文的具體結(jié)構(gòu)如下:第一章:緒論。闡述選題背景、選題的意義、研究的內(nèi)容框架以及本文所要解決的問題。作為論文的開頭部分,主要是通過分析太龍藥業(yè)所處的市場環(huán)境來分析公司現(xiàn)有渠道,進而提出相應(yīng)的研究內(nèi)容、方法、框架和技術(shù)路線。第二章:藥品營銷渠道理論研究。通過對我國醫(yī)藥營銷渠道概念及醫(yī)藥營銷渠道模式進行研究和梳理,為后面對太龍藥業(yè)現(xiàn)有渠道進行分析奠定相關(guān)的理論基礎(chǔ)。第三章:太龍藥業(yè)營銷渠道模式現(xiàn)狀分析。通過對太龍藥業(yè)渠道成員進行深度訪談,總結(jié)出太龍藥業(yè)現(xiàn)有營銷渠道的不足以及產(chǎn)生的原因,為后面對太龍藥業(yè)營銷渠道的改進找到突破點。第四章:太龍藥業(yè)不同渠道內(nèi)消費者的行為分析。通過設(shè)計調(diào)查問卷,并對所收集的問卷進行數(shù)據(jù)分析,總結(jié)出不同渠道內(nèi)消費者做出購買的動機和影響因素。第五章:太龍藥業(yè)渠道改進建議。通過對訪談和調(diào)查問卷的結(jié)果進行分析,找到適合太龍藥業(yè)的渠道改進建議。第六章:結(jié)論。
[Abstract]:With the continuous development of economy and the improvement of people's living standard, people pay more attention to medicine and health care. On the one hand, because of the aggravation of population structure in our country and the more and more serious environmental pollution, the demand for drugs is increasing continuously. On the other hand, in recent years, the National Health Bureau has issued a series of policies in response to the reform of the medical system. With the continuous implementation of the policy, the bidding policy for essential drugs formulated by the government has been continuously improved. China's pharmaceutical distribution market has been further opened, foreign pharmaceutical enterprises continue to pour into our pharmaceutical market, domestic pharmaceutical production enterprises are facing increasing competition and pressure. In this case, in order to achieve the sustainable development of the company, the pharmaceutical production enterprises must change their marketing mode. How to select the marketing channel which is suitable for their own is the most important task to be solved urgently. The efficiency of marketing channels, the control of marketing channels and the coordination between pharmaceutical manufacturers and distributors are the key factors to determine which marketing channel mode pharmaceutical enterprises choose. This paper hopes to find a more suitable marketing channel model for Tailong Pharmaceutical Company through in-depth study of the current situation of marketing channels in order to obtain competitive advantage in the future pharmaceutical market competition. Based on the analysis of the drug sales situation, the characteristics of the drugs, the current situation of the company's existing marketing channels, the problems and the causes of the existing marketing channels in the enterprises, this paper summarizes the problems in the existing marketing channels of the enterprises by combining the in-depth interviews and questionnaires. Find ways to improve the development of Tai long Pharmaceutical Industry. The specific structure of the paper is as follows: chapter one: introduction. This paper expounds the background of the topic, the significance of the topic, the content framework of the study and the problems to be solved in this paper. As the beginning part of the paper, it mainly analyzes the existing channels of the company by analyzing the market environment of Tailong Pharmaceutical Industry, and then puts forward the corresponding research contents, methods, framework and technical route. The second chapter: drug marketing channel theory research. Through the research and combing of the concept of pharmaceutical marketing channel and the mode of pharmaceutical marketing channel in our country, this paper lays a theoretical foundation for the analysis of the existing channels of Tailong pharmaceutical industry. The third chapter: the current situation analysis of the marketing channel mode of Tailong Pharmaceutical Industry. Through the in-depth interviews with the members of the Tailong pharmaceutical industry, this paper summarizes the shortcomings and causes of the existing marketing channels of the Tailong pharmaceutical industry, and finds a breakthrough point for the improvement of the marketing channels of the Tailong pharmaceutical industry. Chapter four: the behavior analysis of consumers in different channels of Tailong Pharmaceutical Industry. By designing the questionnaire and analyzing the data of the questionnaire, the author summarizes the motivation and influence factors of consumers in different channels. Chapter five: suggestions on channel improvement of Tailong pharmaceutical industry. Through the analysis of the results of interviews and questionnaires, we find out the channel improvement suggestions for Tailong Pharmaceutical Industry. Chapter six: conclusion.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.72

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