药学毕业论文浅谈新形势下中小制药企业的营销模式.doc

目 录 摘要···································································2 引言···································································3 1.中国医药市场新形势···················································3 1.1中国医药市场的概述··················································3 1.2中国医药市场的世界地位·············································3 1.3中国医药市场存在的问题·············································4 1.4 医改与中国医药市场·················································4 2．中小制药企业的营销模式·············································5 2.1 我国中小制药企业的现状·············································5 2.2中小制药企业的自身优劣势············································5 2.3面临新的形势我国中小制药企业营销模式选择····························6 3. 分众营销---中小制药企业营销模式的最佳选择····························6 3.1 分众营销的定义······················································7 3.2 选择分众营销的必要性················································7 3.3 如何进行分众营销····················································8 3.4 终端渠道的选择······················································9 结论····································································9 参考文献································································9 谢辞····································································10 浅谈新形势下中小制药企业的营销模式 Talking about the new situation of small and medium-sized pharmaceutical enterprises Market 摘要：现在中国的医药市场日新月异，医药市场的各种矛盾都突现出来，＂看病难，看病贵＂的问题成为急需解决的难题，医疗问题关系到老百姓的生命质量，所以问题相当严重。关系到社会的稳定，在这样的大环境中，政府实施医改以解决这些问题，使的整个医药市场有了很多不稳定因素，医药市场的这种不确定性使中国的中小制药企业的营销方向也产生了不确定性,营销模式必须创新才能异军突起,中国中小制药企业要想有很好的发展就不得不仔细分析医药市场的未来趋势,选择合适的营销模式,而分众营销是最适合中小制药企业的营销模式,市场的不断细分给了这种营销模式很大的发展空间.分众营销能避开竞争激烈的市场,找到细分的市场,用更少的资源获得更大的收益,这非常符合中小制药企业缺乏资源的特点. 关键字：医药市场 新形势 分众营销 Abstracts: Now Chinas pharmaceutical market with each passing day, the Chinese medicine market show all kinds of contradictions are sudden, a doctor difficult, expensive medical treatment has become an urgent need to resolve the problems, medical problems related to peoples quality of l