我国医药企业药品分销渠道管理研究
【中文摘要】 分销渠道是医药营销的核心环节之一。有效的销售渠道能使医药产品迅速到达消费者手上。在当今激烈的中国医药市场竞争中,高效力和高效率的分销渠道是医药企业重要的竞争优势之一。本论文通过分析中国药品分销行业较为混乱的现状、制药企业对渠道管理的不足和不够有效的原因以及中国医药卫生变革将对医药分销渠道带来的冲击,并通过分析总结SA公司药品分销的管理实践,结合新的针对分销渠道的药品分类方法与产品生命周期以及药品分销渠道的内在规律,总结出创新性的药品分销渠道管理策略。本文详细分析了中国药品市场的基本现状,医药行业的发展状况,整理综述了中国医药分销渠道的管理现实和理论依据,并对我国医药分销渠道的基本类型和存在的典型问题进行了讨论。此外,结合对我国医药分销渠道的内外部环境因素进行分析,归纳整理了建立和调整分销渠道的原则和应避免的误区,并基于实践提出了如何从市场营销的全局角度来建立和调整分销渠道的框架模型、如何建立和改进药品分销渠道的方法步骤。在本论文的核心章节,结合笔者的实践和SA公司的实际情况,提出了基于产品生命周期的分销渠道策略和结构模式,详细探讨了分销渠道管理中最为重要的经销商管理,并对渠道冲突管理进 行了探讨。
【英文摘要】 Distribution channel is the significant part in the pharmaceutical marketing. Medical product delivery requires effective distribution channel. in today's highly competitive Chinese pharmaceutical market, the effective and efficient distribution channel by which products are delivered to their target customers is the one of important competitive advantages for pharmaceutical companies.This essay summarizes the innovative management strategy for effective and efficient distribution channel for pharmaceutical companies through analysis of distribution management practice of SA company and analysis on combining medicine classification and product life cycle as well as channel design decisions, considering the external factors such as chaotic distribution channels of Chinese Pharmaceutical industry, the insufficient and ineffective distribution management of Chinese pharmaceutical companies and possible influence of forthcoming reform in medical and pharmaceutical field in China.This essay summarizes the management practice and function theory of distribution channel of pharmaceutical companies by exploring the status quo and development of distribution channels in Chinese pharmaceutical market, and discusses the fundamental types and problems of distribution channels in China pharmaceutical market, In further, the author concludes the management principles on channel design , channel adjustment and alteration, as well as avoidance of misleading management through the analyzing the internal and external environmental factors in China pharmaceutical market. Moreover, the author proposed frame of channel design and adjustment of pharmaceutical companies in the view of marketing management, in addition, the author suggests the measure and steps on channel improvement based on practice in SA companies. In the core section of the article, based on the management practice in SA company, the author proposes the strategy and frame of distribution channel management and explores in detail the distributor management, the most important part of channel management, as well as the channel conflict management.
【中文关键词】 药品; 分销渠道; 产品生命周期; 经销商管理
【英文关键词】 medicine; product life cycle; distribution channel; distributor management
