基本药物制度下国药控股湘潭有限公司市场营销转型策略分析-工商管理专业论文.docxVIP

II II Abstract In August 2009, The National Development and Reform Commission and other nine ministries issued Implementation Opinions on the Establishment of National Essential Drug System. Since then, the essential drug system was formally established and implemented gradually in China. After more than three years, the system has achieved initial results, which made everyone enjoy Chinas basic medical insurance. From another perspective, the implementation of the system brought new opportunities and challenges to the pharmaceutical companies. The size of pharmaceutical market was increasing, but the profit of the drugs were cut down significantly. In this case, which strategies should be chosen between the price and the size is the new problem. Take Sinopharm Xiangtan Co., Ltd. for example, It has made great progress on market development in the basic medical institutions in the past three years, but because of these hospitals’ slow pace of payment,the company was under high-risk pressure. Also on the primary care market, Sinopharm Xiangtan Co., Ltd didn’t do very well.So what should the company do in the next few years become a very important task. Therefore, this paper aims to solve the problem of Sinopharm Xiangtan. The article introduces the basic theory of the Essential drugs and the marketing theory of pharmaceutical industry. And after the present marketing situation of Sinopharm Xiangtan were analyzed, the author analysis the changes of marketing environment in quantitative and qualitative methods. Finally the text constructs the strategy of the marketing transformation of Sinopharm Xiangtan. Keywords: Essential drug system；Sinopharm Group Xiangtan；Third medical terminal；Marketing Transformation PAGE PAGE IV 目 录 摘 要 I HYPERLINK \l _bookmark0 Abstract II HYPERLINK \l _bookmark1 第 1 章 绪 论 1 HYPERLINK \l _bookmark2 1.1 研究背景及意义 1 HYPERLINK \l _bookmark3 1.1.1 研究背景 1 HYPERLINK \l _bookmark4 1.1.2 研究意义 2 HYPERLINK \l _bookmark5 1.2 国内外研究现状 2 HYPER