药品营销的现状分析与对策探究-（二）.docVIP

PAGE PAGE 5 药品营销的现状分析与对策探究 白东春 长春理工大学光电信息学院 摘要：药品是特殊的商品，药品市场更有其自身的特点。随着经济体制、国家政策和市场竞争等营销环境因素的变化，药品营销和分销渠道也在不断改变。在经济全球化的今天，药品行业必须制定相应的“差异化”营销策略。 HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%d2%a9%c6%b7 \o 药品 \t _blank 药品 HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%ca%d0%b3%a1 \o 市场 \t _blank 市场反映了 HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%d6%d0%b9%fa \o 中国 \t _blank 中国制药经济的整体水平和全国人民对健康的提升的要求。而 HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%d6%d0%b9%fa \o 中国 \t _blank 中国在改革开放以来所取得的进展中， HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%d2%a9%c6%b7 \o 药品 \t _blank 药品 HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%ca%d0%b3%a1 \o 市场 \t _blank 市场的蓬勃发展也是重要的动力之一。 本文通过对药品营销现状的深入分析，找出药品营销存在的一些问题及原因，提出了解决药品行业遇到的营销障碍的一些见解，论述了“差异化”与中国药品行业发展的密切关系，并且探究他们产生的深层次原因。针对性的用“差异化”营销策略来发挥其深切的作用，使药品企业获得更大利润，实现健康长远发展。 The current situation of drug marketing analysis and countermeasures Bai Dongchun Changchun university of science and technology of photoelectric information institute Abstract: the drug is a special commodity, medicine market has its own characteristics. As the economic system, national policies and the change of marketing environment factors such as market competition, pharmaceutical marketing and distribution channels are also constantly changing. In the economic globalization today, the drugs industry must develop a corresponding marketing strategy differentiation. The vigorous development of the drug is one of the important power. In this paper, through deep analysis on the current status of the pharmaceutical marketing, find out some problems of pharmaceutical marketing and the reasons, put forward to solve drug industry marketing obstacles encountered some opinions, discusses the differentiation close relationship with the Chinese medicine industry development, and explore the deep-seated reasons for them. Targeted marketing with differe