【作者】 张晓；

【导师】 金晓彤；

【作者基本信息】 吉林大学 ， 企业管理， 2011， 硕士

【摘要】 随着我国社会经济的进步和人民生活水平的提高,医药产业发展迅猛。我国的OTC药品市场规模到2020年预计将达到2588亿元,成为下个10年的“朝阳产业”。医药产业作为保障人民生活的基础产业之一,具有极强的专业性。这就要求医药企业拥有专业的、独特的销售渠道和模式。完善、高效的销售渠道在市场开发和拓展过程中发挥着重要作用。选择合适的销售渠道形式也是决定销售工作成败的关键。广州王老吉药业股份有限公司始创于1828年,是国内较早的医药生产企业,历经一百多年的发展,现已成为我国中成药生产企业50强之一。从品牌知名度、市场占有率、企业规模等方面来衡量,是医药生产行业内的一线品牌。然而,市场竞争是激励的,如何适应当前市场环境的变化,制定出适合自己生存与发展的营销策略,从而在激烈的市场竞争中立于不败之地,本论文对此方面的研究很有意义。本文在深入分析国内国际药品行业现状的基础之上,应用渠道建设的相关理论及管理知识,对王老吉药业公司内、外部环境进行系统分析,研究其在中国开展渠道销售的模式,以及开发和管理销售渠道的理论依据与现状。由此来发现现有医药市场提供的机会和企业应对市场变化提出的挑战,同时结合对王老吉药业公司现有分销渠道的模式特点、适用范围以及目前所存在的问题分析,结合药品市场的特点,对王老吉药业公司进行分销渠道重构并提出建议。以期对王老吉药业公司分销渠道的改善能有所帮助,同时对其他具有类似渠道问题的企业能有所启发和借鉴。更多还原

【Abstract】 With the rapid development of social economy and improvement of people’s living conditions, medical industry has developed rapidly. The market of OTC drugs would achieve 258,800,000,000 Yuan in 2020. Medical industry will become“the sunrise industry”in next 10 years. As foundation industry of people’s safeguard, Medical industry is of great specialization. This request medicine enterprise has specialized, the unique marketing channels and the patterns. The perfect and effective marketing channels are playing the vital role in the market development. Weather chooses the appropriate marketing channel forms also contribute to success or failure of the selling. Wang lao ji Co.ltd. was founded in 1828. It has developed about 100 years and become a famous drug company in the way of brand recognition, market share and scale. How to adapt to the change of market environment, seize this historic opportunity, make out the survival and development of the marketing strategy, and in the fierce market competition, this thesis research undoubtedly has important implications.This study applies the relevant knowledge of channels construction and management. We systemically analysis the internal and external environment, the patterns of its channels of distribution in china, and theory basis and status quo of sale channel development and management. In order to find the opportunities and challenges, combine it with the advantages of distribution channel, this study could improve the restructure of distribution channel. I hope it can help to improve the situation of Wang lao ji and other similar company.更多还原