药品区域市场的营销分析.docxVIP

内容摘要本文通过对我国药品经销商区域市场营销进行SWOT分析，得出我国药品经销商在区域市场营销中具有动力机制合理、反映机制灵活、终端执行力强、客情关系好、区域市场销售网络健全等优势;同时也存在对外宣传力度不够、部分人员自身素质不高、规模小和辐射能力弱、管理经营方式落后以及渠道不畅和冲突时有发生等劣势。对行业内外环境的分析发现，新农合和医改市场的扩容、社会居民自我用药和自我保健意识增强、医药流通模式的变革以及国家医药政策的扶持等都为我国药品经销商开拓区域市场提供了良好的机会;但是也面临着行业竞争加剧、产品和竞争手段同质化现象严重、国家药品招标采购及价格改革以及医药企业的整合扩张速度加快的威胁。针对SWOT分析结果，在营销战略的选择方面，要准确定位于具体区域市场，在局部市场创造竞争优势，提高市场占有率;在营销策略的选择方面，目前我国药品经销商主要以差异化营销和专业化营销两种策略为主，同时，也要关注规模化营销、品牌化营销以及网络化营销等策略;在区域营销的具体操作方面，要注重对厂家、下游客户、物流、销售渠道和销售人员的管理，加强对公司各项规章制度的管理。关键词: 药品营销区域市场分析对策AbstractThrough the Drug dealers conduct SWOT analysis of the regional marketing, come to our dealers in the area of marketing drugs that have a reasonable motive mechanism, reflecting the flexible mechanisms, terminals, and strong, good customer relations situation, such as the regional sales network and improve advantage; the same time there are not enough of foreign propaganda, part of The quality is not high, small size and weak radiation, management, and channel mode of operation behind the poor and other disadvantaged conflict occur. Analysis of internal and external environment of the industry found that the new rural cooperative medical reform and expansion of markets, social self-medication and self-care residents in conscious, medicine circulation patterns change and support the national pharmaceutical policy, and so as to open up regional markets on drug dealers to provide good of the opportunity; but also facing the industry, competition, product and competitive Shouduan homogenization is serious, the State Drug bidding Caigou and Jiage reform, and pharmaceutical companies to speed up the integration of the rate of expansion threat. SWOT analysis for the results, the selection of the marketing strategy, to accurately locate to specific regional markets, in the local market to create competitive advantage, increase market share; in the marketing strategy of choice, at present mainly on drug dealers and marketing differentiation mainly two kinds of specialized marketi