市场营销l论文7要点.docVIP

医药企业营销问题及其对策研究 摘 要 关键词： The Study on the Pharmaceutical Enterprise Marketing Problem and Countermeasure Abstract In recent years, with the improvement of peoples living standards and rising demand for health care, medicine circulation has maintained rapid growth. At the same time, the problem Appeared. At present, the pharmaceutical enterprises of many problems in marketing, these problems can seriously affect the normal development of the pharmaceutical enterprise Especially in our country lags behind the drug sales channels make the retail terminal drug prices too high, a great burden to consumers, unfavorable to the development of medicine market in China After joining the WTO, Chinas opening to the outside world the drug distribution services market, foreign pharmaceutical companies entered the drug market in China, with its advanced sales channels with domestic pharmaceutical enterprise competition. Minority enterprise variable pressure power, reform the system, the innovation technology, innovative products, developed a series of effective marketing strategy, win the initiative in the fierce market competition, but more the enterprise did not change ideas cant meet the needs of the market economy. This article first analyzes the importance to strengthen the management of pharmaceutical enterprise marketing, then the medicine enterprise marketing problems, finally discusses the development countermeasures of medicine enterprise marketing, promoting the sustainable development of enterprises. Key Words：pharmaceutical companies; marketing problems; marketing channels; countermeasures; the sustainable development 1 前 言 1.1 改革开放以来，我国医药行业蓬勃发展。2,009我国药品生产厂家6,000多家，全国医药行业工业总产值达5,536.9亿元。人们用于医疗的费用支出不断加大，用于药品的支出也不断增大，支出的增幅远大于GDP的增幅。我国医药市场也暴露出了不少问题，看病难、药价虚高、药品回扣以及医患矛盾越来越突出。同时我国的政策也不断变化，非处方药和处方药的分类管理，药品的统一招标采购以及正在进行的医疗保险改革都在影响着医药生产企业、医院和消费者。目前我国药品供大于求，形成买方市场。除了医保目录内产品，我国放开了药品的价格控制，取消了政府定价，实行企业自主定价机制。药品生产企业为了生存和发展，纷纷实行高价位策略，使用带金促销方式。这样导致药价虚高，也增加了病人和国家的医疗负担，而且回扣