TSL制药有限公司医药营销渠道分析--营销渠道分析论文终汇.doc

TSL制药有限公司医药营销渠道分析 摘 要 改革开放以来，我国医药行业和医药市场快速发展。我国实行的药品分类管理，GMP认证制度，药品降价和集中招标采购政策以及正在进行的医药保险体制改革都对我国的医药企业产生了影响。同时，加入WTO给我国医药企业带来了机遇和挑战。随着经济的发展，人们对健康和医疗服务提出了更高的要求。营销渠道作为制药厂家与患者之间沟通和联系的纽带，直接影响着销售数量和质量。 本文在前两章介绍了中国医药行业的基本情况，然后对TSL制药有限公司的医药营销渠道现状进行分析，首先介绍了TSL制药有限公司的现有医药营销渠道模式，对各种营销渠道模式进行了简单的介绍和优劣势分析，把影响各渠道的影响因素归纳为四个方面—顾客价值、财务绩效、渠道运行状态、渠道价值，即营销渠道绩效影响因素，运用AHP和模糊综合评价对其整体营销渠道绩效进行评估。根据评价结果得出了TSL制药现有医药营销渠道绩效属较好，然后根据各影响因素得分找出问题所在，并提出了完善和改进的措施。 关键词：医药；营销渠道；营销渠道绩效；层次分析法；模糊综合评价法 TSL Analysis of Pharmaceutical Marketing Channels Abstract Since reform and opening up, rapid development has been seen in the Chinese pharmaceutical industry and the Chinese medicine market. Our countrys drug classification management, GMP certification system, pharmaceutical prices and centralized bidding and purchasing policies and ongoing structural reform of the medical insurance have all tremendously influenced the Chinese pharmaceutical enterprises. At the same time, China’s entrance to the WTO has brought opportunities and challenges to local pharmaceutical enterprises. The economic development has raised people’s demands on health and medical services. However, the distribution channel, as a tie of communication between patients and pharmaceutical manufacturers, directly determines the quantity and quality of sales. In this paper, the first two chapters elaborate on the basic situation of China’s pharmaceutical industry, and then analyses the marketing channels of TSL medicine Pharmaceutical Co., Ltd. Specifically it firstly introduces TSL the existing mode of marketing channels of Pharmaceutical Co., Ltd., analyses their respective pros and cons, and generalizes the four factors that have impact on marketing channels, which are customer value, financial performance, operational status of the channels, channel value. The marketing channels performance is assessed by AHP and fuzzy comprehensive evaluation method. Based on the results of the above-mentioned assessment, this paper concludes that