鲁南制药集团营销渠道变革策略研究

鲁南制药集团营销渠道变革策略研究

Study on the Changing Strategy of Marketing Channel for Lunan

Pharmaceutical Group

专业工商管理

研究生牛桂云

指导教师马向阳

天津大学管理与经济学部

2014年 5 月

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中文摘要

随着医药行业市场化加速，医改政策不断推行，制药企业竞争日益激烈，具有营销渠道优势是获得持久竞争力的有效途径之一。在此背景下，对鲁南制药集团营销渠道变革进行深入分析。

论文综合运用文献综述、理论联系实际的研究方法。首先，总结国内外的营销渠道学术研究情况，明确中西方关于营销渠道方面的主要研究理论。其次，对于本文研究所需的市场营销、营销渠道、医药营销渠道相关理论进行阐述，为研究奠定理论基础。之后分析我国医药营销渠道的基本状况和发展趋势，找到其普遍存在的问题，并分析新型医疗改革政策对医药营销渠道的影响。运用PEST分析法、五力模型法对鲁南制药集团的营销环境进行分析。总结鲁南制药集团现存的两种营销渠道模式，从销售能力和绩效综合测算方面定量分析两种渠道，研究现有营销渠道存在的问题：渠道模式选择缺乏科学性、渠道管理不到位、渠道结构设计不合理。

论文依据一定的优化原则对鲁南制药集团的营销渠道进行优化变革，根据实际情况，提出优化方案，即在原有渠道的基础上，设立社会渠道和自有渠道两套渠道系统，运用创新的方法，对不同地区有针对性的实施不同营销渠道方案。论文在最后总结了研究结论，对变革后的渠道管理、渠道信息化和电子渠道创新等有待进一步解决的问题提出研究展望。

论文认为，鲁南制药集团在新渠道的带动下，可以提高经营效率，扩大市场覆盖率，在制药企业的竞争中具有更大优势，实现企业战略化发展。

关键词：营销渠道；鲁南制药；渠道变革

ABSTRACT

Along with the acceleration of market-oriented reform for pharmaceutical industry and continuous implementation of medical reform, pharmaceutical companies compete increasingly fierce. Advantages in holding market channels is an effecting way to acquire sustainable competence. In the context, this thesis makes deep studying into market channel changes of Lunan Pharmaceutical Group.

The study methods of literature review and theory with practice are used in the study. Firstly, it summarizes about the domestic and foreign academic research situation of the marketing channel, and the marketing channel theory of Chinese and western is clearly expounded in this thesis. Secondly, it states the theoretical basis required for this study which is marketing, marketing channel, and pharmaceutical marketing channel theory. And then the article reveals the basic situation, development trend and common problems of pharmaceutical marketing channel in China. It indicates the impact of new medical reform policy on pharmaceutical marketing channel. PEST analysis and five forces model are applied to analyze the Lunan Pharmaceutical Group’s marketing environment. In the end, it summarizes Lunan Pharmaceutical Group's two marketing channel models and dissects both channels from the sale of capacity and performance with quantitative analysis. The thesis points out the existing problems of marketing channel: unscientific channel mode selection, insufficient channel management and the unreasonable channel structure design.

Basing on the principle of optimization and the original channel, the thesis offers solutions on optimizing the Lunan Pharmaceutical Grou p’s marketing channel change-- setting up social channels and own channels and implementing different marketing channel according to different regions. At last, the thesis summarizes the research findings, look far ahead into the future of the change on channel management and innovation on channel information and electronic channel.

Lunan Pharmaceutical Group, driven by new channels, will improve operational efficiency, expand market coverage, and achieve strategic development in the pharmaceutical industry with greater competitive advantage.

Key words: Marketing channel; Lunan Pharmaceutical; Changing channel