汕头市和信药品公司营销管理研究
目前，中国的医药行业正处在转轨阶段，政策、市场都在发生巨大的变化。加入WTO以后，我国对外开放了医药分销服务市场，国外医药企业纷纷进入我国医药市场，以其先进的销售渠道与国内医药企业展开激烈的竞争，给医药生产企业带来了前所未有的困难，同时带来了难得的机会。因此无论是从我国医药行业的发展，还是从适应国际化的竞争环境来说，都有必要对我国的医药营销渠道的管理问题进行细致深入的研究。
本文分析汕头市和信药品公司营销管理的现状及存在的问题，借鉴营销渠道成功运作的经验，运用市场营销基本理论和药事管理理论，对汕头市和信药品公司营销管理进行了探讨分析，同时对企业如何加强医药营销渠道管理与控制进行了论述，提出了一些改进营销管理的建议与思路。 第一部分是绪论部分，在这一部分中，先介绍了本论文的研究背景、目的和意义，然后介绍了国内外研究动态。接下来的章节对营销管理理论进行介绍。第三部分是指出汕头市和信药品公司营销管理存在的问题。第四部分对医药营销渠道的宏观环境和微观环境作了详细、系统的分析，并对其存在的问题进行分析。第五部分是对汕头市和信药品公司营销管理的建议。综上所述，药品营销管理问题研究对我国医药企业的科学发展和适应国际化的竞争环境有重要意义。
关键词：药品，药品营销，营销管理
Abstract
At present, China is in the transition stage pharmaceutical industry, policies, market in great changes. After joining WTO, China's opening to the medicine distribution service market, foreign pharmaceutical enterprise in our country medicine into the market, with its advanced marketing channels and domestic pharmaceutical enterprise waging fierce competition for pharmaceutical producing enterprises, have brought the unprecedented difficulties, and bring a rare opportunity. Therefore whether from the development of medicine industry, or from the international competition environment to it, it is necessary for China's pharmaceutical marketing channel management problems carefully studied. This letter analysis company marketing management present situation and the existence question of Shantou HeXin drug company, marketing channels, the operation is successful experience of using marketing theory and pharmacy management theory, Shantou HeXin drug company marketing management, and discusses how to strengthen enterprise management and control of pharmaceutical marketing channel is discussed, and puts forward some improvement suggestions and ideas of marketing management. The first chapter is the introduction of this part, in this paper, first introduced the research background, the purpose and significance of research at home and abroad are introduced, and then the dynamic. The following sections of marketing management theory are introduced. The third chapter is pointed out and the pharmaceutical companies believe marketing management problems. The fourth chapter of pharmaceutical marketing channels of micro and macro environment, the environment of the system is analyzed in detail, and the existing problems are analyzed. The fifth chapter is believed to Shantou HeXin drug company marketing management advice. To sum up, the drug problem of marketing management, the development of science and medicine enterprises to international competition environment has important significance.
Key words: Medicine, pharmaceutical marketing, marketing management
*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】
