I 摘要 时代在发展，社会在进步，随着改革开放地不断进行，我国的医药市场中出现了 大量从国外进口或者国外制药企业出品的药物，给我国医药企业带来了冲击，不仅如 此，我国医疗流通，卫生体制，基本医疗保险制度的诸多变化使得医药市场供求结构 出现转变，供大于求的情况代替了传统的供不应求的情况，因此带来了更加强烈的市 场竞争。DT制药公司为我国本土的医药制药企业，是我国制药行业的100强和陕西省 制药行业的10强。随着当前各项医药政策措施持续推进以及医药行业外部环境复杂变 化，DT药业目前既有广阔的发展空间也有严峻的市场形势，在面对挑战的同时也可以 把握好这个机会，在改革开放的大环境下实现对自身企业的销售结构进行优化和改良 以得到更多收益。 因此本文以DT制药公司为研究对象，对该企业的营销渠道进行较为全面的案例 分析，进而提出针对性的优化策略。首先，在梳理相关理论和分析文献基础上，立足 营销内外部环境,从结构，模式和环境等多个角度分析DT药业营销渠道管理现实情 况，研究发现其存在监管不到位，缺少驱动销售，渠道冲突叠加等问题。其次，提出 从渠道成员管理制度，渠道管理结构以及渠道管理模式三个方面对DT药业营销渠道 管理进行优化。 经过研究得：企业在进行营销渠道管理时，应该基于科学的理论指导，了解行业 特点，并结合自身特点，进一步扩大自身优势。因此，DT药业营销渠道管理的优化方 案应从优化渠道管理模式，健全渠道管理制度、优化渠道管理结构，进行渠道管理结 构完善、健全营销渠道成员管理制度，进行客户服务质量优化三大方面进行改进。本 文既是针对DT制药公司营销的专项研究，同时也给其他同类型企业进一步优化自身 渠道营销管理、增强营销效果提供了重要的参考价值。 关键词：DT制药公司；营销渠道管理；营销渠道管理优化 ABSTRACT III ABSTRACT The times are developing and society is progressing. With the continuous progress of reform and opening up, a large number of drugs imported from foreign countries or produced by foreign pharmaceutical companies have appeared in China's pharmaceutical market, which has brought shocks to Chinese pharmaceutical companies. Not only that, China's medical circulation Many changes in the health system and the basic medical insurance system have caused changes in the supply and demand structure of the pharmaceutical market. Oversupply has replaced the traditional situation of short supply, which has brought about more intense market competition. DT Pharmaceutical Company is a domestic pharmaceutical company in my country, one of the top 100 pharmaceutical companies in my country and the top 10 pharmaceutical companies in Shaanxi Province. With the continuous advancement of current pharmaceutical policies and measures and the complex changes in the external environment of the pharmaceutical industry, DT Pharmaceuticals currently has both broad development space and severe market conditions. While facing challenges, it can also seize this opportunity. Realize the optimization and improvement of its own company’s sales structure in order to obtain more benefits under the general environment. Therefore, this article takes DT Pharmaceutical Company as the research object, conducts a more comprehensive case analysis of the marketing channels of the company, and then proposes targeted optimization strategies. First, on the basis of combing related theories and analyzing the literature, based on the internal and external marketing environment, analyze the reality of DT Pharmaceuticals marketing channel management from multiple perspectives such as structure, mode and environment. The study found that it has insufficient supervision and lack of driving sales. Problems such as channel conflict superposition. Secondly, it proposes to optimize the marketing channel management of DT Pharmaceuticals from three aspects: channel member management system, channel management structure and channel management mode. After research, it is found that when companies conduct marketing channel management, they should understand the characteristics of the industry based on scientific theoretical guidance, and combine their own characteristics to further expand their own advantages. Therefore, the optimization plan of DT Pharmaceuticals marketing channel management should optimize the channel management mode, improve the channel 西北农林科技大学硕士学位论文 IV management system, optimize the channel management structure, improve the channel management structure, improve the marketing channel member management system, and optimize the quality of customer service. . This article is not only a special research on the marketing of DT pharmaceutical companies, but also provides important reference value for other companies of the same type to further optimize their own channel marketing management and enhance marketing effects. KEYWORDS: DT Pharmaceutical Company；Marketing Channel Management；Marketing Channel Management Optimizat 目录 V 目录 摘要 ............... I ABSTRACT .............................. III 第一章 导论 ............................. 1 1.1研究背景 ........................ 1 1.2 研究目的和意义 ........... 1 1.2.1研究目的 .............. 1 1.2.2研究意义 .............. 1 1.3 国内外研究动态 ........... 2 1.3.1 国外研究综述 ..... 2 1.3.2 国内研究综述 ..... 3 1.3.3 简要评述 ............. 5 1.4 研究内容、方法和路线 .............................. 5 1.4.1研究内容 .............. 5 1.4.2研究方法 .............. 5 1.4.3研究路线 .............. 6 1.5 可能的创新之处 ........... 7 第二章 相关概念及理论基础 ... 8 2.1营销渠道概述 ................ 8 2.1.1营销渠道内涵 ...... 8 2.1.2营销渠道的类型和特征 ..................... 8 2.1.3营销渠道的职能和作用 ................... 10 2.2营销渠道管理综述 ...... 11 2.2.1渠道目标确定 .... 11 2.2.2营销渠道设计 .... 11 2.2.3营销渠道成员管理 ........................... 13 2.2.4营销渠道控制与评估 ....................... 16 第三章DT药业营销环境分析及营销渠道的发展趋势 ...................... 18 3.1 DT药业简介 ................ 18 3.2 DT药业营销外部环境分析 ....................... 18 3.2.1政治法律环境 .... 18 西北农林科技大学硕士学位论文 VI 3.2.2经济法律环境 .... 19 3.2.3社会文化环境 .... 19 3 2.4科学技术环境 .... 20 3.2.5外部营销环境对营销渠道的影响 ... 21 3.3 DT药业营销内部环境分析 ....................... 21 3.3.1 DT药业的产品线分析 ..................... 21 3.3.2 DT药业产品生命周期分析 ............. 22 3.3.3营销内部环境对营销渠道的影响分析 .......................... 22 3.4 DT药业所处行业营销渠道的发展趋势 ... 23 3.4.1渠道扁平化建设 23 3.4.2渠道精细化运作 23 3.4.3终端多样化发展 23 第四章 DT药业营销渠道管理现状及问题分析-以陕西地区为例 ... 24 4.1 DT药业陕西市场的营销渠道结构 ........... 24 4.2DT药业陕西市场的营销渠道概述 ............ 25 4.2.1DT药业陕西市场渠道现状与模式 .. 25 4.2.2 陕西地区渠道管理策略 .................. 26 4.2.3 渠道终端促销策略 .......................... 27 4.2.4 渠道考核与激励政策 ...................... 29 4.2.5 DT药业在陕西地区营销渠道管理存在的问题 ............ 30 4.3 DT药业陕西市场营销渠道的评价分析 ... 32 4.3.1营销渠道的稳定性评价 ................... 32 4.3.2营销渠道的发展性评价 ................... 33 4.4 DT药业陕西市场营销渠道有效性影响因素 .......................... 34 4.4.1营销渠道监督管理不足 ................... 37 4.4.2营销结构体系不尽合理 ................... 37 4.4.3渠道评估体系不完善 ....................... 37 第五章DT药业营销渠道管理的优化方案 ........... 38 5.1优化渠道管理模式，健全渠道管理制度 . 38 5.1.1明确渠道管理目标 ........................... 38 5.1.2重视渠道冲突管理 ........................... 38 5.1.3加强价格管理 .... 38 5.2优化渠道管理结构，进行渠道管理结构完善 ........................ 39 目录 VII 5.2.1 增加自营柜台的数量，建立公司直接面对消费者的渠道 ........................ 39 5.2.2建立垂直营销体系 ........................... 39 5.2.3强化第三终端市场的建设 ............... 39 5.3健全营销渠道成员管理制度，进行客户服务质量优化 ........ 40 5.3.1加强营销渠道成员管理 ................... 40 5.3.2加强渠道成员绩效评估和激励 ....... 41 5.3.3渠道成员的激励 42 第六章营销渠道管理优化的保障措施 .................. 43 6.1企业文化建设保障 ...... 43 6.2组织保障 ...................... 43 6.3人员保障 ...................... 44 6.4产品技术保障 .............. 45 第七章 结论与展望 ................. 46