中国医药行业销售模式及营销战略研究 (2010)

中国医药行业销售模式及营销战略研究 (2010).txt54就让昨日成流水，就让往事随风飞，今日的杯中别再盛着昨日的残痕；唯有珍惜现在，才能收获明天。中国医药企业营销战略研究

STUDY OF THE DEVELOPMENT AND MARKETING STRATEGY ABOUT PHARMACEUTICAL INDUSTRY

摘要

中国制药企业在最近的二十年中发展迅猛,10年来的复合增长率约为13%。近年来，中国医药工业规模和利润持续增长的同时增速在下降。我国医药行业主要存在的问题有：行业集中度低、创新研发能力不足、产能过剩、缺乏国际市场经验、成本高、营销模式落后等。

营销管理是销售工作的核心，建立了良好的管理基础，销售才能获得持续的增长。药品市场的形态比较稳定和成熟，目前的营销理论基本能全部函盖，理论研究在本课题中是次要的。本课题通过对我国医疗行业新形势的充分理解和分析，全面剖析我国药品市场的竞争格局，研究各种营销模式的利弊，以改善国内制药企业的营销模式来提升企业的竞争力。全文共分七章：

第一章，绪论。阐述选题缘由、目的、意义和研究思路。

第二章，我国医药行业的宏观状况。全面了解我国医药行业的基本情况和主要存在问题。

第三章，企业营销战略理论综述、我国制药企业营销模式分析。从理论

入手，全面分析研究四种营销模式的优缺点。

第四章，跨国制药公司在中国的营销模式。分析跨国制药公司在中国的

发展概况、营销策略。

第五章，我国制药企业营销模式选择的研究。分析企业、产品、市场的不同特征对应不同的营销模式。

第六章，国内制药企业营销模式创新实证分析。期望通过4个企业的成功案例启发企业经营者。

第七章，总结与展望。在药品营销上，为企业经营者提供具体的决策步骤。同时，阐述本研究的不足和继续完善地方。

确定企业营销策略的相关因素非常多。我们无法寻求一种理想“模板”供行业经营者决策。我们分析研究的依据是行业、企业的公开资料，包括经营结果和表面的“经验”，由此推理“成功的经验和失败的教训”。我们知道任何企业的现状是前期的累积，离开企业历史谈研究是没有意义的。

“全面分析、案例研究、启发引导”作为本论文的策略，“立足于现在并兼顾未来”是医药企业营销策略的策略。

关键字：医药企业营销策略

Abstract

The pharmaceutical industry of China develops very fast in the last two decades, and the cumulative average growth rate is about 13% in the past 10 years. However, the growth rate of the industry scale and net profit is declining. The main problems of the industry include low industry concentration ratio, lack of innovation and R & D capacity, excess production capacity, lack of experience of international marketing,

high cost, and backward marketing and sales model.

Marketing management is the core of sales. Only a sound management foundation is established, could sustained growth of sales be achieved. The different forms of pharmaceutical market are stable and matured and could be covered by the current marketing theories, therefore the basic theoretical research is of secondary importance in the thesis.

The thesis is to find solutions to improve the domestic pharmaceutical industry's marketing model and improve the competitiveness of enterprises by through the full understanding and analysis of the new situation of medical industry, comprehensive analysis of the competitive landscape of China's pharmaceutical market, and the study of pros and cons of various marketing.

The thesis is divided into seven chapters:

The first chapter, Introduction, elaborated the background, purpose, implication and methods of the research.

Chapter II, Chinese macroeconomic situation of the pharmaceutical industry. A comprehensive understanding of the basic conditions of Chinese pharmaceutical industry and the main problems.

Chapter III, marketing and strategic analysis and the marketing model of Chinese pharmaceutical enterprises. The pros and cons of four main marketing models are analyzed.

Chapter IV, the development, marketing strategies and marketing modes of multinational pharmaceutical companies in China.

Chapter V, marketing mode selection research of Chinese pharmaceutical enterprise. Analysis of different models suitable for different target products and markets.

Chapter VI, empirical analysis of the domestic pharmaceutical industry marketing model innovation. Four success companies and the model are studied.

Chapter VII, summary and outlook. The strategy of choose different models is provided. The deficiencies of this study is also discussed.

There are many relevant factors determine the marketing strategy and it is not able to provide a ideal "template" for the industry operators to follow. The analysis of "successful experiences and failures lesson" is based on public information of pharmaceutical industry, including results of operations and "experience". We know that the status of any company is the result of previous development and it is no sense without look at the corporate history.