【作者】 刘欣；

【导师】 左仁淑；

【作者基本信息】 四川大学 ， 工商管理， 2002， 硕士

【摘要】 我国自2000年1月1日实行药品分类管理以来，药品分销通路模式逐步发生变化，OTC药品(非处方药)逐渐面向社会大众，分销通路成为医药企业日益关注的重要问题，因为分销通路在市场营销组合策略4Ps中，是几个重要的基本要素之一，只有通过分销通路的构建和管理，最终才能将产品上市销售。在这个背景下，笔者试图通过对英茂药业公司OTC药品分销通路设计原则的分析，从通路长度、通路宽度、通路模式构建、通路人员、通路秩序等分销通路管理的内容和价值链的角度探讨英茂药业公司OTC药品分销通路管理的对策，试图解决英茂药业公司存在的分销通路问题。 本文以英茂药业公司为对象展开研究，除前言外，共分四个部分，第一部分介绍英茂药业公司发展的历程、现状，对分销通路工作取得的成绩和存在的问题进行系统性的描述；第二部分根据我国医药行业分销通路的演变模式及其行业发展趋势、外部环境的分析和英茂药业公司内部营销竞争力提高的需要提出了OTC药品分销通路管理的必要性，并从通路长度、通路宽度、深度分销、伙伴双赢和终端优化的角度提出了分销通路设计的五个原则。第三部分从分销通路模式构建、通路人员管理、通路秩序管理、通路预警管理和通路绩效评估等方面提出英茂药业公司有效实施OTC药品分销通路管理的对策和建议。第四部分对OTC药品分销通路的发展趋势进行分析，并提出从DFC分销模式探索、现代医药物流体系的建设和经营手段现代化的加强等三方面应采取的对策与措施。 在本文中，笔者在分销通路设计原则分析上有自己的观点，试图通过分销通路的研究方法——通路长度、通路宽度，双赢合作关系、深度分销和价值链的运用，为英茂药业公司的分销通路谋求较适当的解决办法，也为药品分销通路转型期间的医药企业提供借鉴。更多还原

【Abstract】 The distribution channel mode has changed progressively since the national pharmacy classified management was put into practice on Jan. 01’2000. OTC drugs (Over-The-Counter drugs) is facing to the common people directly step by step. Distribution channel becomes the main question which is paid attention more and more in pharmacy industry. Distribution is one of the main factor of the marketing. Only when the distribution channel is set up and managed, the product can be put into the market. So the writer tries to find a way to solve the problems existing in the marketing of Yinmore Pharmacy Co. by means of analyzing the principle for designing of distribution channel and inquiring into the strategy of distribution channel management from aspects of channel length, channel width, group building and order management.This paper begins from the studying of Yinmore Pharmacy Co.. Except the introduction, it has four parts. The first part introduces the background and present situation of Yinmore, describing the successes and failures in distribution channel. The second part shows the development of distribution channel mode in national pharmacy industry. It expounds the necessary of OTC distribution channel which meet the demands of developing trend, external environment and internal competitive force of Yinmore. Then it catches the designing principle of the distribution channel viewing from different angles of channel length, channel width, channel depth, two-winner cooperation and terminal optimization. . The third partdiscusses the content building, stuff management, order management, forecasting management, and achievement evaluation of the distribution channel to find the way to solve the problems occurred in the OTC distribution channel management. The forth part probes into the developing trend of OTC distribution channel and put forwards the final measurements on the basis of the DFC mode, building of modern pharmacy flow system, and modern marketing methods.In this article, the writer put forwards his new opinions about the distribution channel designing. He tries to find the solving way of the distribution channel in Yinmore on the basis of studying channel length, channel width, two-winner cooperation, channel depth and value chain. At last the writer hope that this paper can be used in the other medical enterprises for references.更多还原