-
摘要：改革开放以来,我国医药行业和医药市场得到了快速发展。我国实行的药品分类管理、GMP认证制度、药品降价和集中招标采购政策以及正在进行的医药保险体制改革都对我国的医药企业产生了较大影响。国民经济的快速发展为医药企业的进一步发展提供了必要条件，大量的中小医药企业出现在人们的视线中，但是国外医药企业以其先进的营销模式与国内医药企业展开激烈的竞争,也给国内医药生产企业带来了前所未有的困难。换个角度想，这也给我们国内医药企业带来了难得的学习机会。我国医药企业只有在充分认清自身的问题，扬长避短，才能走上健康的发展之路。由于经济制度和体制不同，国内外医药企业在营销管理模式上存在着很大差异，因此，有必要对医药企业的营销管理问题进行细致深入的研究。8080
- 上一篇：星巴克的营销策略分析SWOT+文献综述
- 下一篇：基于企业文化视角的星巴克感性营销策略研究
关键词：医药行业；营销模式；拓展路径
Analysis of pharmaceutical enterprise marketing model characteristics and development path
Abstract: Since the reform and opening up, China's pharmaceutical industry and medical market got rapid development. Our country executes the drug classification management, GMP certification system, drug prices and centralized bid procurement policy, as well as the ongoing medical insurance system reform has had quite an effect on our country's pharmaceutical enterprise. The rapid development of national economy for the further development of pharmaceutical enterprises provides the necessary conditions, a large number of small and medium-sized pharmaceutical enterprises appear in the line of sight of people, but the foreign pharmaceutical enterprise, with its advanced marketing model fierce competition with domestic pharmaceutical enterprise, also to domestic pharmaceutical production enterprise has brought unprecedented difficulties. Change the Angle to think, this also brings our domestic pharmaceutical enterprises a rare opportunity to learn. Our country medicine enterprise only in fully understand their problem, foster strengths and circumvent weaknesses, to go along with the road of healthy development. Different because of the economic system and the system, the domestic and foreign pharmaceutical companies in the marketing management mode has the very big difference, therefore, it is necessary for medicine enterprise marketing management problem for detailed research.
Key Words: Pharmaceuticals industry; Marketing mode; Expansion route
目 录
引 言 1
一、医药企业发展状况 2
（一）医药企业发展状况 2
（二）医药行业的特点 3
（三）国内外医药企业营销模式比较 4
1、国内外医药企业营销模式介绍 4
2、国内外医药企业营销模式对比 4
二、中美施贵宝的营销理念及模式创新 6
（一）中美施贵宝的发展概况 6
（二）服务营销理念 7
1、服务营销的定义 7
2、服务营销的特点 7
3、如何做好服务营销 7
（三）会议营销模式及特点 7
三、医药企业在营销中存在的主要问题 9
（一）国内医药企业的产业环境 9
（二）国内医药企业遇到的困境 9
四、实现医药企业营销模式创新的若干建议 11
（一）充分借鉴国外医药企业的营销经验 11
（二）重视市场调研 11
（三）强化市场观念 12
（四）注重销售环节 13