制药公司心血管类药品营销策略研究.docVIP

制药公司心血管类药品营销策略研究 李晋 陈玉文 沈阳药科大学工商管理学院 X 关注成功！ 加关注后您将方便地在 我的关注中得到本文献的被引频次变化的通知！ 新浪微博 腾讯微博 人人网 开心网 豆瓣网 网易微博 摘????要： 随着人们生活水平的不断提高, 人们对自身健康状况也日益关注, 极大地推动了医药行业的发展。心血管疾病在我国具有较高发病率, 对心血管类药品需求量较大, 但就目前来看, 制药公司较多, 且所出售的心血管类药物在适应证方面差别不大, 产品间同质化程度较高, 市场竞争激烈。制药公司要想在激烈竞争中扩张新市场, 就必须从产品竞争力和销量等等多方面着手, 制定符合自身发展需要的营销策略, 尽可能以最小的成本获取最大效益, 从而拓宽心血管类药品的市场份额。因此, 现对制药公司心血管类药品的营销提出了几点建议, 以供参考。 关键词： 心血管药物; 制药公司; 经济效益; 营销策略; Research on Marketing Strategy of Cardiovascular Drugs for Pharmaceutical Companies LI Jin CHEN Yuwen Business Administration College, Shenyang Pharmaceutical University; Abstract： With the continuous improvement of peoples living standard, people pay more and more attention to their health, which greatly promote the development of the pharmaceutical industry.Cardiovascular disease has a high incidence in our country, the demand of cardiovascular drugs is large, but now, there are many pharmaceutical companies, and the cardiovascular drugs sold in the indications are not very different, the degree of homogenization between products is high, and the market competition is fierce.Pharmaceutical companies want to expand new markets in the fierce competition, we must start from the competitiveness of products and sales, develop in line with companys development needs of their own marketing strategy, as far as possible to minimize the cost of obtaining the maximum benefit, so as to broaden the cardiovascular drugs market share.Therefore, this paper puts forward some suggestions on the marketing of cardiovascular drugs in pharmaceutical companies for reference. Keyword： cardiovascular drugs; pharmaceutical companies; economic benefits; marketing strategies; 随着市场经济的不断发展和心血管类药品种类的不断增加, 制药公司的心血管类药品市场日趋激烈, 在新形势背景下, 制药公司要想在激烈竞争中求得生存和发展, 就必须不断提升自身竞争力, 制定出高效、实用的营销计划, 在扩展药品市场的同时, 尽可能减少制药公司的人力和物力投入, 从而降低市场风险, 实现经济效益的最大化。针对制药公司目前发展现状, 现提出了以下几点营销策略。 1 加强销售人员管理, 优化销售服务 从目前来看, 制药公司在销售人员管理方面仍存在一定不足, 如绩效考核、薪酬体系不健全、培训体系不完善等, 所以制药公司首先应完善销售人员管理体系, 将销售人员的销售质量与绩效考核挂钩, 制定完善的起奖线划分标准和