论文标题:我国医药企业营销渠道分析
The Analysis of the Chinese Pharaceutical Companies Marketing Channels
论文作者
论文导师 聂鸣,论文学位 硕士,论文专业 工商管理
论文单位 华中科技大学,点击次数 518,论文页数 57页File Size522K
2006-04-01论文网 http://www.lw23.com/lunwen_1061267/
pharaceutical company;;marketing channels;; medicine
医药营销渠道是影响药品价格的重要因素。当前,我国落后的医药营销渠道使得药价过高,这不利于我国药品市场的发展,给我国消费者带来很大负担,也给国家的医疗保障政策的实施带来巨大的压力。同时,随着加入WTO以后,我国对外开放了药品分销市场,国外医药企业纷纷进入,与我国国内医药企业展开激烈的竞争,这将对关系我国国计民生的医疗、卫生事业产生巨大的影响。因此从我国医药行业、医药企业自身的发展和应对国外医药企业竞争两方面来说,都有必要对我国的医药营销渠道进行深入的研究、探讨。 本文从国内市场出发,分析美国的医药营销渠道,运用了市场营销基本理论和药事管理理论,采用了对比分析法、归纳法、引证法以及逻辑推理等方法,同时采用了广泛的调研、访谈的方法以及进行了大量的文献阅读,对当前我国医药营销渠道进行了分析。从我国医药营销渠道的发展历程,我国医药营销渠道的目前状况,当前主要渠道种类,渠道存在的问题及原因,美国医药营销渠道的现状、特点,我国与美国医药销渠道的差距,我国医药营销渠道的影响因素,医药营销渠道的改进和建设,到最后得出结论和提出建议。
The medical marketing channel is the important factor of influencing the price of medicines Now our backward medicine marketing channels make the terminal prices of retailed medicine high, which brings serious burden to the consumers in our country, The implementation ensuring the policy for the medical treatment of the country too brings the enormous pressure and which isn"t beneficial to the development of our medicine market. Meanwhile, our country has opened to outside world in medicine marketing channels since the entry to WTO. Foreign medicine companies have gotten into our medicine market. They compete against domestic medicine companies sharply. This will have a enormous impact on medical treatment of the national economy and the people"s livelihood of our country of the relation , hygiene industry So whether the development of our medicine marketing, or tackling the competition of foreign companies is taken into account, it"s very necessary to study our medicine marketing channels carefully and thoroughly. On the basis of domestic medicine marketing channels, drawing on the experience of American medicine marketing channels, using the theories of marketing and drug administration,and utilizing the methods of illustrating, comparative analytic approaches, etc. the paper studies our present medicine marketing channels. From the analysis of our medicine marketing channels, The sorts of present medicine marketing channels of our country, the problems of our present medicine marketing channels,the disparity between American present medicine marketing channels and ours, the a influence factors of medicine marketing channels,improving and constructing,to the conclusion and suggestion.
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