ZN制药公司是位于河北省石家庄市的一家以抗生素制剂为主的大型制药企
业。ZN制药公司采用医药代理制的渠道模式,经过十几年的发展,公司的规模与
效益都得到了很大发展,在行业内取得了一席之地,与此同时,ZN制药公司也面
临着医药代理制实施过程中的种种问题。如何适应省级招标的实施,抗生素治理,
两票制实施等大环境变化,保持企业持续发展,改进和完善医药代理制成为公司
发展面临的主要问题。
本文采用文献研究法、理论联系实际的方法、SWOT分析法,运用营销渠道
管理理论,因应医药行业发生的重大变化,针对医药代理制模式在ZN制药公司的
优化做出研究和设计。以医药代理制模式的理论框架与发展过程为基础,分析ZN
制药公司当前存在问题;从营销渠道设计、渠道成员选择、渠道组织和渠道流程管
理、渠道激励和整合的、客户管理等角度进行分析研究,提出ZN制药公司发挥自
身主导作用,构建新型厂商合作模式、增强挂网招标的能力、强化代理商的选择
和管理、优化渠道流程管理的方法和思路。
关键词:营销渠道管理渠道权力制药公司医药代理制
Abstract
Pharmaceutical industry In China, pharmaceutical agency system has become a
marketing mode suitable for China&39;s national conditions. It can help the enterprise to
make full use of the local agents of the channel and capital resources,quickly occupied
the market, achieved sales performance. The agency system has become an important
option marketing mode of pharmaceutical companies, because the influence of the
objective environment of Chinese medical system and medical market.
ZN pharmaceutical company is a large pharmaceutical enterprises,located in the
provincial capital of Shijiazhuang City in Hebei province, giving priority to with
antibiotic preparations. In the past ten years, the company implemented a
pharmaceutical agent marketing model in the marketing channel management strategy,
make the sales of company products, economic benefits and the size of the company
have great development and improvement. However, it is also facing many problems
in the implementation process of the pharmaceutical agent system, how to adapt to The
implementation of the provincial bidding, antibiotic treatment, two vote system
implementation environment changes, to maintain the sustainable development of
enterprises, improve and perfect the medical agent system has become the main
problem facing the development of the company.
This paper use the theory with practical analysis method, literature, the SWOT
method,combined with the theory of marketing channel management strategy in
marketing management, in the recent changes in the pharmaceutical industry
background, study and design for the improvement and development agency model in
ZN pharmaceutical company. The theoretical framework and development process of
the medical agency model is based on the analysis of ZN pharmaceutical company,
analysising the current existing problems; analyses and research from the marketing
channel design, selection of channel members, channel and channel management,
channel incentive and integration, customer management, , proposes the ZN
pharmaceutical company should exert the leading role, construction of a new mode of
cooperation, enhance the net firms bidding ability, strengthen the selection and
management, agent way to optimize the channel flow management.
Keywords: marketing channel management channel power pharmaceuticals
company medical agency
第1章绪论
1.1研究背景和意义
1.1.1研究背景
几年来国内抗生素的过量使用情形比较严重,抗菌药物的使用受到政府的强
力管控。受此影响,抗生素药物行业未来几年的发展很难出现井喷的现象,只能
勉强维持大致的发展规模和方向。省级挂网的推进、基本药物制度的实施使药品
价格下降成为未来的必然趋势。两票制的逐渐推广对当前代理制模式的操作会产
生颠覆性的影响,对企业的财务处理能力是空前的考验。基于目前严峻的市场形
势,我们必须对公司实施的医药代理制进行重新的设计与改进。
1.1.2研究意义
ZN制药公司其所创造的利润占了集团公司的大部分。随着医药行业的不断成
熟和规范,公司正面临着新的机遇,公司必须抓住目前医药代理制模式必须要调
整的先机,率先完成医药代理制模式的改进,才能够在未来的发展中占据有利位
置。
在医药行业近期发生剧烈变化的背景下,本文主要针对医药代理制模式在ZN
制药公司优化做出研究和设计。运用营销渠道管理策略理论,分析医药代理制模
式在ZN制药公司实施情况的基础上,提出ZN制药公司发挥自身主导作用,构建
新型厂商合作模式、增强挂网招标的能力、强化代理商的选择和管理、优化渠道
流程管理的方法和思路。
本文对ZN制药公司医药代理制模式的优化有一定的现实指导意义,希望能在医
药行业的调整和规范中,找到一种更适合公司发展的医药代理制模式,实现公司的进
-步成长,同时以期给其他具有相似背景和类似问题的企业提供思路与方法。
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