公司在医疗机构广阔市场营销策略研究—硕士学位毕业论文.docVIP

西 南 交 通 大 学 研 究 生 学 位 论 文 年 级 姓 名 申请学位级别 专 业 指导老师 二零零 年 月 日 关键词 市场营销；医疗机构广阔市场；普药营销策略Abstract With Chinas new round of medical reform gradually deepened, the domestic medical market has undergone enormous changes, including the exacerbate of homogenization competition in the medical market. Under this circumstances, if the medical enterprises want to remain invincible in the market competition, or help them developing stable and sustainable, them have to change the traditional market ideas and models, enhance their capability of technological innovation, improve their core competitiveness. In the OTC market, China has implemented a new directory-based medicine list in 2012, and at the same time, with the reform of public medical institutions, expand of the scope of pilot county-level medical institutions, implementation of the new version of GMP certification, and launch of the new round of non-essential drugs policies have made a profound impact to China’s OTC market. In this context, the concept of Medical Institutions Broad Market has brought about, which is relative to the concept of traditional core markets medical institutions, and generally refers to the two-class medical institutions in the following markets. Medical Institutions Broad Market is a new concept to most of China’s medical enterprises, and has an increasingly important position in China’s medical enterprises business. However, because most of the domestic medical enterprises have little experience in this market, so how to make a rational and efficient market strategy is the most important task for those medical enterprises. In this thesis, the research background is introduced firstly, and base on that, the concept, meaning and characteristic of Medical Institutions Broad Market are also described. And then, external marketing environment is analyzed from the point of macro