另一方面，近年来，国家卫生局针对医疗体制改革先后出台了一系列的政策，
随着政策的不断实施，政府制定的基本药物的招标政策的不断完善，我国医
药分销市场得到进一步的开放，外资制药企业不断涌入我国医药市场，国内
的医药生产企业面临的竞争和压力不断加大。这种情况下，医药生产企业要
取得公司的可持续性地发展，就必须要改变企业的营销模式，如何正确地选
择适合自身的营销渠道是当前各医药企业亟待解决的首要课题，而企业营销
渠道的效率、企业对营销渠道的控制力以及药品生产企业和经销商之间的协
调性是决定医药企业选择何种营销渠道模式的关键性要素。本论文希望通过
深入研究太龙药业公司现有营销渠道现状，找到更加适合太龙药业公的营销
渠道模式，以便在未来的医药市场竞争中能取得竞争优势
本文通过分析太龙药业近几年来药品的销售情况、药品种类特点、公司
现有营销渠道现状，结合深度访谈和调查问卷总结企业现有营销渠道中存在
的问题和产生的原因，找到符合太龙药业发展的渠道改进方案。论文的具体
结构如下:
第一章:绪论。阐述选题背景、选题的意义、研究的内容框架以及本文所
要解决的问题。作为论文的开头部分，主要是通过分析太龙药业所处的市场
环境来分析公司现有渠道，进而提出相应的研究内容、方法、框架和技术路
线
第二章:药品营销渠道理论研究。通过对我国医药营销渠道概念及医药营
销渠道模式进行研究和梳理，为后面对太龙药业现有渠道进行分析奠定相关- III-
的理论基础
第三章:太龙药业营销渠道模式现状分析。通过对太龙药业渠道成员进行
深度访谈，总结出太龙药业现有营销渠道的不足以及产生的原因，为后面对
太龙药业营销渠道的改进找到突破点
第四章:太龙药业不同渠道内消费者的行为分析。通过设计调查问卷，并
对所收集的问卷进行数据分析，总结出不同渠道内消费者做出购买的动机和
影响因素
第五章：太龙药业渠道改进建议。通过对访谈和调查问卷的结果进行分
析，找到适合太龙药业的渠道改进建议
第六章：结论
关键词 太龙药业 营销渠道 改进建议
摘要ABSTRACT
- III-
STUDY ON IMPROVEMENT OF MARKETING CHANEL FOR
TL PHARMACEUTICAL CO., LTD
ABSTRACT
With the sustainable development of China&39;s economy, people&39;s living standards
continue to improve, medicine and health care has received the unprecedented attention. On
the one hand, because the degree of population aging in our country, as well as the
environmental pollution problem more and more serious, the drug demand a trend of
sustained growth. , on the other hand, in recent years, the national health service for health
system reform has launched a series of policy, with the continuous implementation of the
policy, the government formulated the basic drug tender policy constantly improve,
pharmaceutical distribution market of China is further opening, foreign companies pouring
into China&39;s pharmaceutical market, the domestic pharmaceutical manufacturing enterprises
face the competition and increasing pressure. In this case, the pharmaceutical production
enterprises to achieve the company&39;s sustainable development, it is necessary to change the
enterprise&39;s marketing model, how to correctly choose suitable for their own marketing
channel is the primary subject urgently to be solved in various pharmaceutical enterprise,
and the efficiency of the enterprise marketing channel, the enterprise marketing channel
control and the coordination between drug manufacturers and distributors of pharmaceutical
enterprises to choose what kind of marketing channel mode is the critical factor. Hope that
through this paper in-depth study TL pharmaceutical company&39;s existing marketing channel
status quo, to find a more suitable pharmaceutical marketing channel mode, so that can
gain a competitive edge in the medical market competition in the future.
In this article, through analyzing TL pharmaceutical drug sales in recent years, drug
species characteristics, the company existing marketing channel status quo, combined with
depth interviews and questionnaires to summarize existing marketing channels to the
existing problems and reasons, find accord with TL pharmaceutical development channel
improvement project. The specific structure of the thesis are as follows:
The first chapter: introduction. This paper selected topic background, the significance
of topic selection, research framework and the content of the paper to solve the problem. As
the beginning of the paper, mainly through analysis TL pharmaceutical market environment
for the analysis of the company&39;s existing channels, and put forward corresponding researchABSTRACT
- IV-
content, methods, framework and technical route.
The second chapter: TL pharmaceutical marketing channel theory research. Concept
through to our country medicine marketing channels and to study the pharmaceutical
marketing channel mode and comb, to the face after TL pharmaceutical related foundation
for analysis existing channels.
The third chapter: TL pharmaceutical marketing channel mode analysis of the situation.
Through the in-depth interview TL pharmaceutical channel members, summed up the TL
pharmaceutical and the causes of the deficiency of the existing marketing channel for face
TL pharmaceutical marketing channel improvement after find the breakthrough point.
The fourth chapter: TL pharmaceutical analysis of the consumer behavior in different
channels. Through the designed questionnaire, and on the collected questionnai re data
analysis, summed up the different channels within consumers make buying motives and
influencing factors.
The fifth chapter: TL pharmaceutical channel improvement Suggestions. By analyzing
the results of interviews and questionnaires, find TL pharmaceutical channel improvement
Suggestions.
The sixth Chapter: conclusion.
Name: CaiXia Yu(MBA)
Supervised by: Lei Wang
KEYWORDS TL Pharmaceutical Factory, marketing channels, marketing
strategy, Suggestions for improvement目录
-V-
目录
摘要 ...........IV
ABSTRACT .......III
目录 .V
第一章 绪论 ......1
1.1 选题背景 ...1
1.2 选题的意义 .1
1.3 本文的研究的内容和框架 .2
1.3.1 研究内容 ..........2
1.3.2 研究方法和技术路线图 ..........2
第二章 药品营销渠道理论研究 ..5
2.1 医药营销相关理论........5
2.1.1 药品分类 ..........5
2.1.2 药品营销渠道定义 ......5
2.1.3 处方药和非处方药的销售状况 ..........6
2.2 药品营销渠道的主要模式 .7
2.2.1 总经销模式 ......7
2.2.2 区域独家代理经销模式 ..........8
2.2.3 区域多家代理经销模式 ..........9
2.2.4 企业直销制模式 ........10
第三章 太龙药业介绍与渠道现状分析.......12
3.1 太龙药业整体概况 ......12
3.2 太龙药业产品分析 ......12
3.2.1 产品种类 ........12
3.2.2 主打产品 ........14
3.3 太龙药业 SWOT 分析 .....14
3.3.1 优势 ....14
3.3.2 劣势 ....16
3.3.3 机会 ....18
3.3.4 威肋 ....18
3.4 太龙药业营销渠道现状 ..19
3.4.1 太龙药业销售渠道模式 .......19目录
-VI-
3.5 太龙药业营销渠道深度访谈 .....
。。。以上简介无排版格式，详细内容请下载查看
==>>