基于IMC的制药企业医院市场营销模式研究-工商管理(EMBA)专业论文.docxVIP

摘 摘 要 医生根据病人的临床症状著根据其经验来决定开处方；然而病人本身才是真 正的服药人与缴费者。这样的所谓“第三代购人”的行为，使得医生在药品的采 购过程中扮演着一种相当独特且多重的角色。连带地促成制药企业对处方药的促 销对象是医疗院所的医生，而非实际使用药物的消费者。对于制药企业而言，为 能推广其产品，总是想方设法以不同的促销方式来吸引医生使用其药品，可是医 生对药商促销活动的看法及参与情形，到底如何?影响医生在选择药物的考虑因 素又是怎样?制药企业将如何针对这些问题开展营销工作?这些都是引起本研 究有兴趣想去探讨与了解的。 因此本研究的目的首先是要探讨医生在整个药品销售环节中的第三代购人 身份：其次，具体分析影响医生药物选择行为的各项因素；第三，探讨医生的个 人特点及偏好以及对促销活动的参与程度，是否会影响医生对其药物的选择；第 五，基于上述研究，结合整合营销传播理论设计出制药企业针对医院市场的营销 模式。 最后，本研究建议制药企业提供多样选择的促销活动组合给医生与医院负责 人，以便扩大促销活动效果；并且提升医药代表的专业性，并着力于医药素质的 成长。 关键词：整合营销传播、第三者代购人、医院市场营销 AbstractThe Abstract The physicians write out the prescription according to the symptoms ofpatients and the physicians’experiences．However the patients are the ones who take medicine and pay the bill．Because of this behavior，SO—called“Su丌ogate Shopper”，it makes the role of the physician become more unique and multiple in the course of the purchasing．It also causes the pharmaceutical companies to promote the medicines to the physicians rather than the patients，real oonBulner．In order to promote their products，pharmaceutical companies always develop different promotion programs to attract physicians．How do the physicians treat these promotion programs by pharmaceutical companies?And how much do they get involved?What the consideration factors of the physician when choosing the medicine?Make the medicine business enterprise would ever open the exhibition marketing work to these problems?These are the reasons that interest US and this research tries to explore and find out． So the purpose of this research wants to inquiry into the physicians first in the whole medicine sale link of the third person’s factor；The next in order,the concrete analysis affects the doctor medicine choice behavior of various factor；The third， inquiry into the physicians personal characteristics and hobbies and participate the degree towards promoting sales the activity，whether will affect physicians as to its the choice of the medicine；The fifth，according to the above—mentioned research， co