毕业设计（论文）-新医改对医药营销的影响--以医药生产企业为例.docVIP

新医改对医药营销的影响 ——以医药生产企业为例 目 录 摘要 1 前言 2 第一章 绪论 3 1.1研究背景 3 1.2研究目的与意义 4 第二章 相关概念与综述 5 2.1有关概念界定 5 2.2医改对医药营销影响回顾 5 第三章 新医改对医药营销的影响 7 3.1我国医药行业营销现状 7 3.2新医改具体措施 8 3.3具体措施对医药生产企业医药营销的影响 9 第四章 结论与建议 14 参考文献 15 致 谢 16 新医改对医药营销的影响 ——以医药生产企业为例 摘要：由于药品的特殊性与重要性，医改一直是国家战略层面的改革难题。我国的医改自改革开放就开始进行了，不过由于各种局限原因，一直都无法做到让公众满意。09年初，国务院发布《关于深化医药卫生体制改革的意见》，标志着备受关注的新医改全面启动。强调公益性、非营利性及政府主导，新医改政策将医药卫生体制格局向基层倾斜，完善医保体制，建立基本药物制度及公立医院改革试点，这当中的任何一项改革，对于医药产业的市场结构，营销策略与重点都是举足轻重的。本论文将针对新医改的各项政策，从改革的总体框架到细节进行逐一的理论分析，探讨新医改对于医药营销的影响，并针对这种相应的影响，探索适合医药企业发展的营销对策与路径。 关键字：新医改；营销；影响；对策 The influence of new health care reform on pharmaceutical marketing —— A Case Study of pharmaceutical companies Abstract: Because of the specificity and importance of drugs, health care reform has been the the national strategic level reform problems. Chinas medical reform carried out since the start of reform and opening, but due to various limitations of reasons,it has been unable to be satisfactory to the public. Early 2009, the State Council issued the Comments on the deepening of the medical and health system, indicates that the highly concerned new health care reform started. Stressed that public welfare, non-profit and government-led, new medical reform pattern of health system policy will tilt to the grassroots and improve the health care system, establish a basic drug system and the reform of public hospitals. The any reform of them, are important to the market structure of pharmaceutical industry , marketing strategy and focus. This paper will focus on each policy of new medical reform , from the overall framework of reform to the details. And for this the corresponding Impact to the pharmaceutical companies, explore the strategies and paths development of appropriate marketing. Keywords：New medical reform；Marketing；Influence；Strategy 前言 药品是一种特殊的商品，是预防、治疗、诊断疾病的必需品，药品的安全性与规范应用，直接关系到人民群众的安全甚至社会的稳定。而医药市场的垄断性、信息不对称与高利润，则易导致医药营销市场很容易出现不规范操作。因此，医药市场的监管规范一直各国的经济社会难题，我国也