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1、陜西國際商貿(mào)學(xué)院畢業(yè)論文14陜西國際商貿(mào)學(xué)院畢業(yè)論文內(nèi)容摘要本文通過對我國藥品經(jīng)銷商區(qū)域市場營銷進(jìn)行SWOT分析，得出我國藥品經(jīng)銷商在區(qū)域市場營銷中具有動力機制合理、反映機制靈活、終端執(zhí)行力強、客情關(guān)系好、區(qū)域市場銷售網(wǎng)絡(luò)健全等優(yōu)勢;同時也存在對外宣傳力度不夠、部分人員自身素質(zhì)不高、規(guī)模小和輻射能力弱、管理經(jīng)營方式落后以及渠道不暢和沖突時有發(fā)生等劣勢。對行業(yè)內(nèi)外環(huán)境的分析發(fā)現(xiàn)，新農(nóng)合和醫(yī)改市場的擴容、社會居民自我用藥和自我保健意識增強、醫(yī)藥流通模式的變革以及國家醫(yī)藥政策的扶持等都為我國藥品經(jīng)銷商開拓區(qū)域市場提供了良好的機會;但是也面臨著行業(yè)競爭加劇、產(chǎn)品和
2、競爭手段同質(zhì)化現(xiàn)象嚴(yán)重、國家藥品招標(biāo)采購及價格改革以及醫(yī)藥企業(yè)的整合擴張速度加快的威脅。針對SWOT分析結(jié)果，在營銷戰(zhàn)略的選擇方面，要準(zhǔn)確定位于具體區(qū)域市場，在局部市場創(chuàng)造競爭優(yōu)勢，提高市場占有率;在營銷策略的選擇方面，目前我國藥品經(jīng)銷商主要以差異化營銷和專業(yè)化營銷兩種策略為主，同時，也要關(guān)注規(guī)?；癄I銷、品牌化營銷以及網(wǎng)絡(luò)化營銷等策略;在區(qū)域營銷的具體操作方面，要注重對廠家、下游客戶、物流、銷售渠道和銷售人員的管理，加強對公司各項規(guī)章制度的管理。關(guān)鍵詞:藥品營銷區(qū)域市場分析對策14陜西國際商貿(mào)學(xué)院畢業(yè)論文AbstractThroughtheDrugdeal
3、ersconductSWOTanalysisoftheregionalmarketing,cometoourdealersintheareaofmarketingdrugsthathaveareasonablemotivemechanism,reflectingtheflexiblemechanisms,terminals,andstrong,goodcustomerrelationssituation,suchastheregionalsalesnetworkandimproveadvantage;thesametimetherearenotenough
4、offoreignpropaganda,partofThequalityisnothigh,smallsizeandweakradiation,management,andchannelmodeofoperationbehindthepoorandotherdisadvantagedconflictoccur.Analysisofinternalandexternalenvironmentoftheindustryfoundthatthenewruralcooperativemedicalreformandexpansionofmarkets,social
5、self-medicationandself-careresidentsinconscious,medicinecirculationpatternschangeandsupportthenationalpharmaceuticalpolicy,andsoastoopenupregionalmarketsondrugdealerstoprovidegoodoftheopportunity;butalsofacingtheindustry,competition,productandcompetitiveShouduanhomogenizationisser
6、ious,theStateDrugbiddingCaigouandJiagereform,andpharmaceuticalcompaniestospeeduptheintegrationoftherateofexpansionthreat.SWOTanalysisfortheresults,theselectionofthemarketingstrategy,toaccuratelylocatetospecificregionalmarkets,inthelocalmarkettocreatecompetitiveadvantage,increasema
7、rketshare;inthemarketingstrategyofchoice,atpresentmainlyondrugdealersandmarketingdifferentiationmainlytwokindsofspecializedmarketingstrategies,whilealsoconcernedaboutthelarge-scalemarketing,brandmarketingandnetworkmarketingstrategy;inspecificoperationalareasofmarketing,tofocusonma
8、nufacturersanddownstreamcustomers
