基于JL产品市场细分的营销渠道优化研究-工商管理专业论文.docxVIP

中文摘要 本文通过对市场营销的发展史简介，对营销渠道有市场细分有关理论的归纳 梳理，分析了现有医药企业正面临着国家政策的扶持，我国的儿童用药严重缺乏， 国家又开始大力扶持中医药产业发展，关注儿童用药，归纳了医药企业营销模式 的特点及演变过程，提出了企业市场细分是营销渠道优化的基础。然后以贵州益 佰制药公司的 JL（金莲清热泡腾片，以下简称 JL）产品为例，综合阐述了该公 司概况及 JL 产品情况，并结合 JL 产品特点，进行市场细分，通过分析，确定了 目标市场的特点及需求。依据市场细分特点，对比了原有营销渠道的不足，并提 出了从传统的粗放式招商转变为与经销商合作营销和共创掌上药店这两个方面 优化营销渠道，并围绕对经销商的评价机制，与经销商的沟通机制，对经销商的 培训技巧等问题，确定了对经销商的优选方式及相应的激励措施，并进一步用 JL 产品的市场细分阐明了营销渠道的优化。 通过本文的研究论述，以期对本公司的产品营销渠道的优化有所帮助，也希 望对其它医药制造企业的营销渠道优化有所启发。 关键词：营销渠道；市场细分；营销策略 ABSTRACT Through summarizing the relevant theories of marketing strategy, the foundation of marketing mode that is enterprise market segmentation is put forward. Then the external environment that the existing pharmaceutical companies face is analyzed. IN addition, the characteristics and evolution process of medicine enterprise marketing mode is summarized further. Haitian pharmaceutical company is put as an example, the company profile and products is elaborated comprehensively. Considering the products’ features—Jin LianPaoTengPian, through the SWOT analysis, determines the products advantages, weaknesses, opportunities and threats. Then takes the products in Guangzhou market in count, product segmentation is implemented and the characteristics and requirements of the target market are determined. According to the characteristics of market segmentation, comparing with the original sales model, two aspects to optimize the sales channels is put forward that are cooperation marketing and changing agent model. And considering the questions of information flow optimization, instructions clear, easy to regulate, beneficial to service customers, creating their own marketing team, the optimization way of dealers and the corresponding incentive measures is determined. Further, to the pricing strategy, promotion strategy, prescription promotion, promotion, professional affection promotion, professional learning style promotion, improving the quality of the practitioners and building big marketing framework, t