凯时-前列地尔注射液营销模式分析.doc

PAGE PAGE \* MERGEFORMAT 20 凯时-前列地尔注射液营销模式分析 杨梓瞳 湖南师范大学医学院2007级药学专业 摘要 目的：医药市场营销理论是现代市场营销理论的分支，医药行业的发展也受到了社会大众的普遍关注。本文通过对一家国内实力强劲的创新性制药企业——北京泰德制药股份有限公司的市场营销模式进行深入的研究，包括了前期销售网络的建立、分销渠道、销售团队建设等，以市场营销学等理论为指导。药品作为一类很特殊的商品，一定是以人类健康为基础，指导国内制药企业如何去正确的定位自己的产品。在销售环节上面怎么样去搭建销售网络、建立分销渠道和销售团队的建设。并确定适合国内制药企业正确的医药销售模式。方法：通过swot分析法和内容分析法，对已有的资料和公司现状进行非介入性研究。分析销售网络、分销渠道、销售团队等因素。结论：制药企业的重点要放在正确的产品定位上。而销售模式应该是多种销售模式有机结合。 关键词： 凯时-前列地尔注射液 ；营销模式；模式比较； Kiah-Alprostadil Injection Model of Marketing Zitong Yang Grade 2007, Department of Pharmacy, the Medical Of Hunan Abstract Purpose: Drug marketing is the branch of theory for Modern marketing, and the development of medical industry received the general attention from society. As an special merchandise, drug must be based on human heath, and guide the domestic pharmaceutical enterprise how to correct positioning their products. The marketing mode of a national strength strong innovative pharmaceutical enterprise --Beijing ted pharmaceutical Co., LTD is further studied in this paper. Its includes the establishment of the sales network in early stage, channel of distribution, sales team building and so on, with the marketing theory for guidance. Meanwhile, the paper investigates that how to establish the marketing network on the sales link, how to set up the channel of distribution and sales team, and secured the proper drug marketing mode which is suitable for the domestic pharmaceutical company. Methods: Through SWOT analysis method and content analysis method, an unobtrusive research was carried on by using the existing data and analysis of the company’s current situation. Analyze the sales network, distribution channel, sales team, and other factors. Result: Pharmaceutical enterprise should emphasize the right product positioning. While sales model should give the priority to professional academic type marketing, and make relationship marketing as a supplement, which could achieve