药品集中招标采购和医药企业营销对策研究.pdf

Abstract In an attempt tO restrain the unhealthy tendency of increasingly high drug priccs．thus lessening the financial burden on the citizens while ensuring the quality of purchased drug for public use，Chinas’Ministry of Health，in COnjunction with State Economic and Trade Commission and State Dmg Administration．staned in 2000 the enforced centralized tendering process for drug purchasing．by ne Tendering Law of PRC． in consequence of this reform of drug purchasing system，drug producers as well aS distributors have to adapt to the new practice of business，SO as to survive the intensive competition．It is therefore very important for them to find out the determinants to the winning of tenders． ， The purpose ofthis stud),is to find out the key factors and their weight，with which I Can develop implications for the relevant companies for their future marketing strategies． This study include two parts：the first part is the statistical analysis of the data from 2003 tendering results of BeOing Centralized Drug Purchasing Process．The second part is a survey，about similar influence factors，designed and done personally and luckily supported by many respondents．．nle data from both studies are processed with the SPSS software program in analysis and therealler interpreted by the author under the guidance ofB一1b—B marketing theory and the relationship marketing theory,etc． ．R．．e．．．．s．．e．．．a．．r．．c．．．h．．．。F．．i．．n．．d．．．i．．n．．．a．．．s—— PartI The important factors which may influenee a medicine Call award of contract or not： the quality degree of medicine，size of manufacturer enterprises．the number of the same sortofmedicinewhichtakepartinthethetenders，the dosageform ofmedicine，the specification， the unit which take part in the‘calling t’or the tenders’ThroLIgh tile test．these factors have significant difference between the group which award ofthe contract with which not award ofthe contract，／be tender price has alittle inf／uence． Accroding to the result ofregression analysis，the degre