【作者】 王有龙；

【导师】 马承严；

【作者基本信息】 山东中医药大学 ， 药物分析学， 2011， 硕士

【摘要】 医药行业作为一个多学科先进技术和手段高度融合的高科技产业群,涉及国民健康、社会稳定和经济发展。改革开放以来,医药行业随着自身的快速发展也产生了一系列问题:药价虚高、药品回扣、药品安全事件频发等等。为了建立健全覆盖城乡居民的基本医疗卫生制度,为群众提供安全、有效、方便、价廉的医疗卫生服务[1],2009年4月6日,《中共中央国务院关于深化医药卫生体制改革的意见》(简称新医改)正式颁布以后,新医改的各项配套方案也已经陆续发布。医改新政策将导致我国医药市场扩容,医药市场格局将由此发生革命性的变化,对广大制药企业而言,一个前所未有的新机遇与挑战正在到来。在此新形势下,药品营销何去何从,采用何种营销策略已经成为新的课题。本文从营销管理的理论出发,通过实地调查和访谈,深入了解制药企业药品购销情况和经营管理情况,对制药企业的管理人员、销售人员、医生等进行访谈。在写作过程中,采用了文献综述法、归纳法、演绎法等。同时通过对新医改政策的详细分析,提出了在新医改背景下制药企业营销面临的机遇与挑战,对制药企业的市场营销提供了有价值的营销策略。本文对新医改背景下制药企业提出的营销策略建议概括为:制药企业需在正确自身定位的前提下,通过加大创新投入、注重在基本药物与新农合领域的发展、塑造品牌、挺进基层市场、承担社会责任以及注重发展政府关系等措施来谋求发展。更多还原

【Abstract】 The phamaceutical profession,as a high-tech industrial group in which multi- disciplinary advanced technologies become highly merged,is related to thehealth of nationals,the social stability as well as economical development.Since reform and opening up,the pharmaceutical industry produced a series of questions:with its rapid development :high drug prices,drug rebates,frequent incidents of drug safety and so on. In order to establish and improve the urban and rural residents in the basic medical and health system to provide people with safe,effective,convenient and affordable health services, April 6,2009,"the CPC Central Committee State Council on Deepening the views of medical and health system" (referred to as The new medical reform) was formally promulgated,the new medical reform program of the package has also been released in stages. The new medical reform will bring expansion of China’s pharmaceutical market, pharmaceutical market,this will bring a revolutionary change in the vast number of pharmaceutical companies,an unprecedented new opportunities and challenges are coming. In this new situation,In this new situation,how to research drug marketing,the choices of marketing strategy have become a new issue.This article starting with the theories of marketing management,through field surveys and interviews to understand the purchase and sale of pharmaceutical drugs situation and business management,the practitioners of the pharmaceutical industry,sales staff,doctors were interviewed. In the process of writing,using literature review methods,examples methods,Comparative analysis method,induction method,deduction method. At the same time,through the analysis of the new medical reform policys,this article proposed the opportunities and challenges for pharmaceutical enterprise,provided some valuable marketing strategies for pharmaceutical enterprise.In this article,the main conclusions can be summarized as:pharmaceutical companies need to position themselves in the right premise,through increasing investment in innovation,paying attention to the basic drugs and new developments in the field of NCMS,building up brand and advance social responsibility,the primary market development as well as the relationship between government to seek development.更多还原