毕业论文--医药营销存在的问题及建议.docVIP

毕业论文 题目名称：医药营销存在的问题及建议 医药营销存在的问题及建议 Pharmaceutical Marketing Presence Problems And Suggestions 2010年6月摘 要 随着人民生活水平的提高和对医疗保健需求的不断增长，医药营销一直保持着较快的发展速度。但由于医药流通领域改革力度的不断加大，医药市场的竞争日益激烈，越来越多的医药企业开始意识到医药营销的重要性。 医药作为商品，它有一定的特殊性，其市场营销也有它的特殊性。医药营销自1988年在我过产生并发展之后，一直都以较快的速度发展着，但由于制药企业本身在营销中的不正当竞争等因素使得我国医药营销在发展过程当中存在诸多问题。 本论文我首先对医药营销的含义、特点、现状以及发展趋势进行了分析和阐述，根据了解对医药企业在营销中存在的问题进行了全面的分析。随后我又对医药企业在营销中存在的问题进行了全面透彻的概述，在概述过程中我运用了杰罗姆·麦克锡的“4P”组合营销理论来对医药营销存在的问题进行分析，这部分也是本篇论文的重点之一。在对医药的产品、价格、促销手段以及营销渠道的详细分析之后，我又着手对这几个问题提出了合理性的建议和对策，为制药企业铺平了在医药营销中所遇到的坎坷与障碍，希望可以为医药企业提供合理性的启示。 关键词：医药营销；营销渠道；医药广告；品牌营销 Abstract With the improvement of living standards and growing demand for health care, pharmaceutical marketing has maintained a rapid rate of development. However, the field of medicine distribution reform is constantly increasing and increasingly competition in the pharmaceutical market, more and more pharmaceutical companies are beginning to realize the importance of pharmaceutical marketing. Medicine as a commodity, it has a certain particularity, its marketing has its particularity. Since 1988 medical marketing had created and developed, in the following it has been developing at a rapid pace, but the pharmaceutical business in the marketing exist unfair competition and other factors make the development of our pharmaceutical marketing process is plagued with problems. This dissertation, I first elaborate pharmaceutical marketing, meaning, characteristics, status and trends are analyzed and explained, according to the pharmaceutical companies to understand the problems in marketing a comprehensive analysis. Then I was on the pharmaceutical business problems in marketing a comprehensive and thorough overview of the process in the outline I used the tin Jerome ? Mike 4P combination of marketing theory to marketing problems in the pharmaceutical analysis, this in part one of the focuses of this thesis. In Chinese medicine products, prices, promotions and marketing channels, the detailed a