摘 要
中国制药企业在最近的二十年中发展迅猛，但近年来，中国医药工业规模和
利润持续增长的同时增速在下降。我国医药行业主要存在的问题有：行业集中度
低、创新研发能力不足、产能过剩、缺乏国际市场经验、成本高、营销模式落后
等。随着新医改的不断推进、医疗卫生体制改革的继续深入以及基本药物制度的
全面实施，以上矛盾将变得更为尖锐。营销管理是销售工作的核心，建立良好的
销售管理与营销推广模式，销售才能获得持续的增长。营销模式不是单一的手段
或方式，而是一套系统的管理体系与营销哲学。本课题通过对我国医药行业新形
势的全面分析，深入剖析我国药品市场的竞争格局，研究各种营销模式的利弊，
并通过对 xx 医药公司现有的渠道模式的分析，笔者独创性地提出一种全新的渠道
模式及发展建议，以期国内更多的制药企业能够通过对营销模式尤其是渠道模式
的改善，积极应对新医改下医药市场环境的变化，进一步提升企业的竞争力。
关键词：医药企业、营销策略、渠道模式

ABSTRACT
The pharmaceutical industry of China has been developing very quickly in the last
two decades. However, the growth rate of the industry and net profit is declining. The
main problems of the industry include lack of concentration, innovation, experience in
international marketing and R & D capacity, excess production capacity, high cost, and
backward marketing and sales models. With the new healthcare reform unceasing
advancement, and the essential drug system is fully implemented, the above
contradiction will become more sharp.
The core of sales is Marketing management. Only a sound management foundation
can sustain the growth of sales. The Marketing model is not a single method, but an
integrated management system and marketing philosophy. This thesis aims to find
solutions to improve the domestic pharmaceutical industry's marketing model and
improve the competitiveness of pharmaceutical companies through a thorough analysis
of the Chinese medical industry and the competitive landscape of China's
pharmaceutical market, and a study of the pros and cons of various marketing models.
KEY WORD: Pharmaceutical industry Marketing Strategy Placement Patter