江苏万邦医药胰岛素产品营销渠道建设研究

发布时间：2018-01-25 19:54

本文关键词： 万邦医药胰岛素产品营销渠道 SWOT分析　出处：《石河子大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,我国逐步进入全面深化改革阶段,市场经济飞速发展的背景下,深化医疗卫生体制改革也已经进入关键阶段。随着全社会对医疗改革的进一步关注,国家对于药企、药品的监督管理更加规范、更加严格,使得医药行业发生了翻天覆地的变化,我国医药市场也一直保持着持续稳定快速的发展趋势,成为当今世界上发展最快的医药市场之一。医药行业关系着国民健康、社会稳定和经济发展,更关系着国家的繁荣,因此,有着“永不衰落的朝阳产业”称号的医药行业,成为国家重点关注和扶持的行业。然而,随着我国对外开放程度的不断提高,诸多国外药企纷纷登陆中国市场,对国内制药企业产生了巨大的冲击,面对如此严峻的形势,对于国内制药企业而言,既是挑战又是机遇。目前,江苏万邦医药作为国内医药行业中规模较大,实力较强的药品企业,也是国内最大的动物胰岛素生产基地,其营销网络遍及国内所有的省、市、区,其核心产品——胰岛素系列产品市场优势明显,但面对激烈的竞争,越来越受到挑战,面临一系列亟待解决的问题,只有寻求最优的营销渠道,才能在竞争中立于不败之地。本文以营销理论为基础上,通过对江万邦医药胰岛素产品的营销现状和存在问题进行阐释;对企业高层管理者、中层管理者和基层销售人员分别进行了访谈,获取企业第一手资料;运用SWOT分析的方法,从企业所处的竞争环境(包括外部环境和内部能力等方面)对万邦医药胰岛素产品营销渠道建设进行深入剖析,对万邦医药胰岛素产品营销渠道的优势、劣势、机会和威胁进行综合全面分析,从营销终端和营销人员等方面提出相关对策建议,为医药产品营销渠道的改进和管理规则的制定提供现实及理论的参考依据。
[Abstract]:In recent years, China has gradually entered the stage of comprehensive deepening reform, the rapid development of the market economy under the background of deepening health system reform has entered a critical stage. With the further attention of the whole society of medical reform, the state for pharmaceutical companies, drug supervision and management more standardized, more stringent, the pharmaceutical industry has changed turn the world upside down. China's pharmaceutical market has maintained a steady and rapid development trend, has become one of the world's fastest growing pharmaceutical market. The pharmaceutical industry related to national health, social stability and economic development, but also the relationship between the prosperity of the country, therefore, there is "never fading sunrise industry" the title of the pharmaceutical industry, become the national attention and support the industry. However, with China's opening to the outside world, many foreign manufacturers have landed China market for domestic pharmaceutical Has a huge impact on the enterprise, in the face of this grim situation, the domestic pharmaceutical enterprises, both challenges and opportunities. At present, Jiangsu Wanbang medicine as the size of the domestic pharmaceutical industry in large pharmaceutical companies with strong strength, is the largest animal insulin production base, its marketing network across the country all province. City, District, its core products - insulin products market advantage is obvious, but in the face of fierce competition, more and more challenges, facing a series of problems to be solved, only to find the optimal marketing channel, can be in an invincible position in the competition. In this paper, based on the marketing theory, explains the status quo of marketing through the river crossing medicine insulin products and the existing problems of the enterprise; senior managers, middle managers and junior sales staff were interviewed to obtain first-hand information of enterprises; Using SWOT analysis method, from the competitive environment of enterprises (including the external and internal environment etc.) in-depth analysis of Wanbang pharmaceutical product marketing channel construction of insulin, insulin Wanbang pharmaceutical product marketing channel advantages, disadvantages, opportunities and threats of the comprehensive analysis, put forward relevant countermeasures and suggestions from the marketing terminal and marketing personnel, to provide practical and theoretical reference for the marketing channel of pharmaceutical product improvement and management rules.

【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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