市场营销l论文7介绍.doc

医药企业营销问题及其对策研究 －PAGE 19－ 医药企业营销问题及其对策研究 摘 要 近年来，随着人民生活水平的提高和对医疗保健需求的不断增长，医药流通一直保持较快的发展速度。发展的同时，问题浮现出来。当前，医药企业在营销中存在的许多问题，这些问题都严重影响着医药企业的正常发展。特别是我国落后的药品销售渠道致使零售终端药价过高,给消费者带来很大负担,不利于我国药品市场的发展。加入WTO后，我国对外开放了药品分销服务市场,国外医药企业纷纷进入我国药品市场,以其先进的销售渠道与国内医药企业展开激烈的竞争。少数企业变压力为动力，改革体制、革新技术、创新产品，制定了一系列有效的市场营销战略，在激烈的市场竞争中赢得了主动权，但更多的企业没有转变观念不能适应市场经济的需要。本文先分析了加强医药企业营销管理的重要性，然后研究医药企业营销中存在的问题，最后论述医药企业营销的发展对策研究，促进企业可持续发展。 关键词：医药企业；营销问题；营销渠道；对策；可持续发展 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：pharmaceu