發(fā)布時間：2018-01-08 16:08

  本文關(guān)鍵詞：阿膠OTC營銷渠道模式創(chuàng)新研究　出處：《山東財經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 醫(yī)藥 阿膠 OTC 營銷渠道 模式 創(chuàng)新

【摘要】：本文利用1998-2014年國內(nèi)十幾家阿膠生產(chǎn)企業(yè)的相關(guān)數(shù)據(jù),對我國現(xiàn)有阿膠OTC市場營銷渠道的銷售模式和特點進行了分析研究。研究結(jié)果表明:目前我國的膠劑類OTC醫(yī)藥產(chǎn)品營銷模式中存在了很多的缺陷,如銷售結(jié)構(gòu)不合理,竄貨嚴重,渠道管理水平低,終端建設(shè)不完善、管理不力等共性問題。為了解決這些共性問題,就需要制定相對的政策并對現(xiàn)有阿膠類制劑產(chǎn)品的營銷模式作出相應(yīng)調(diào)整。本文通過對具有特色的阿膠企業(yè)如東阿阿膠集團、福牌阿膠集團、同仁堂集團、太極集團、一笑堂、華信集團、濟水等國內(nèi)知名醫(yī)藥企業(yè)的銷售資料進行系統(tǒng)的分析,從阿膠產(chǎn)業(yè)的營銷發(fā)展和歷史背景入手,發(fā)現(xiàn)其發(fā)展過程中浮現(xiàn)的問題并針對這些問題,提出合理的解決方案,以促進企業(yè)更合理地安排人、財、物等相關(guān)資源,創(chuàng)新營銷模式和思維,從而實現(xiàn)可持續(xù)發(fā)展的戰(zhàn)略目標。本文基于對營銷渠道、營銷管理及新型營銷模式的理解上,通過深入分析阿膠企業(yè)現(xiàn)行的OTC產(chǎn)品營銷模式的現(xiàn)狀、問題,提出阿膠OTC營銷渠道的創(chuàng)新模式,為保證阿膠企業(yè)有效、快速、準確地傳遞和執(zhí)行阿膠產(chǎn)品的營銷,為適應(yīng)公司發(fā)展體系、組織架構(gòu)、運營系統(tǒng)提供有力的保障機制。最后,根據(jù)研究結(jié)果,對全文進行了總結(jié)闡述,利用阿膠久遠的歷史文化和背景演變,及阿膠產(chǎn)業(yè)化市場模式的發(fā)展進程中存在的問題、不足之處為目標。提出符合市場需求的解決方案,并對其進行了深入淺出的概述。首先針對渠道存在的渠道缺陷、竄亂貨、價格不規(guī)范等問題提出了整合渠道結(jié)構(gòu),科學(xué)合理的規(guī)范渠道,有效的管理渠道等方面的解決方法,進一步強化市場終端控制能力及提高生產(chǎn)廠家與連鎖零售商之間的合作積極性,從而最大化的實現(xiàn)利益共贏。通過對原有阿膠OTC在B2B單一經(jīng)銷商的基礎(chǔ)上進行創(chuàng)新細分,細化營銷責(zé)任與義務(wù)。將總體經(jīng)銷商被細分為區(qū)域經(jīng)銷商,區(qū)域渠道分銷商對應(yīng)相關(guān)區(qū)域配送商,從而實現(xiàn)三位一體的管理模式。利用二八原則對連鎖藥店的利潤率的市場分析,確認優(yōu)勢資源以及優(yōu)質(zhì)連鎖公司,加強與其合作,實現(xiàn)品牌雙贏。以B2C原則為基礎(chǔ),擴大平臺式合作方式,充分利用互聯(lián)網(wǎng)資源,將微信作為全新的營銷渠道納入企業(yè)營銷機制,充分利用朋友圈展開信任營銷,開啟B2C營銷新模式。強調(diào)神經(jīng)樹杈似點對點對接方式,規(guī)范各級客戶責(zé)任范圍,從而實現(xiàn)信息的快速反饋,達到及時調(diào)整市場政策的目的。
[Abstract]:This paper uses 1998-2014 data on more than a dozen domestic gelatin production enterprises, the sales model and characteristics of our existing Ejiao OTC marketing channels are analyzed. The results show that: at present in our country the glue class OTC pharmaceutical product marketing model has existed many defects, such as the sales structure is not reasonable, Cuanhuo serious the low level of management, channel, terminal construction is not perfect, poor management and other common problems. In order to solve these problems, we need to formulate relative policies and make corresponding adjustments to the existing gelatin kind preparation product marketing model. Based on the characteristics of the enterprises such as Dong'e gelatin gelatin group, Fupai gelatin group, Tongrentang Group, Taiji group, Huaxin group, Jishui smile appear, and other well-known domestic pharmaceutical enterprise sales information system analysis, development and historical background from the gelatin industry marketing Firstly, find the question arises in the process of its development and to solve these problems, put forward a reasonable solution, in order to promote enterprise more reasonable arrangements for people, money, material and other related resources, innovative marketing mode and thinking, it can realize the strategic target of sustainable development. This article is based on the marketing channels, marketing management and new marketing mode understanding, through in-depth analysis of the status quo, Ejiao existing enterprise OTC product marketing mode, puts forward the innovation mode Ejiao OTC marketing channels, in order to ensure the effective enterprise fast, gelatin, accurate delivery and implementation of gelatin product marketing, organizational structure to adapt to the development of the company system, and guarantee the final operation system. According to the research results, summarizes the paper, using gelatin long history culture and background of development and evolution, Ejiao industrialization market model in question Questions and deficiencies as the goal. Proposed solutions to meet the market demand, and has carried on the simple overview. Firstly, channel channel exists defects, channeling chaos of goods, the price is not standardized, the proposed integrated channel structure, channel specification reasonable and scientific and effective method to solve the channel management and other aspects, further strengthen market control ability and improve the enthusiasm of cooperation between manufacturers and retailers, in order to achieve maximum benefits and win-win. Based on the original OTC Ejiao innovation based on B2B subdivision single dealer, refined marketing responsibilities and obligations. The overall dealer is subdivided into regional distributors, regional distributor channel distributors corresponding in order to achieve regional three-in-one management. Analysis using 28 principles of profit of chain drugstore market rate, confirm the advantage resources and advantages Chain corporation quality, strengthen its cooperation and achieve win-win. Brand based on B2C principle, expand cooperation platform, make full use of Internet resources, WeChat as a new marketing channel into the enterprise marketing mechanism, make full use of the circle of friends began to open a new model of trust marketing, B2C marketing. On the docking point like nerve branches. Customer code at all levels of responsibility, so as to realize the fast feedback information, to adjust the market policy.

【學(xué)位授予單位】：山東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.72

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本文編號：1397776