哈药集团哈尔滨利民医药处方药营销模式选择工商管理专业论文.docxVIP

哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 - - II - Abstract At present, medical reform has become the focus of attention of the whole country. The environment of medical purchase and market will experience a major adjustment, of which standardization of the medical marketing practice is an important element. Medical reform has quite an effect on the market, and the introduction of any policy all relates to the continuity of overall marketing strategy, so it is necessary to do a good job in the analysis and adjustment of medical marketing strategy, especially for some small and medium-sized pharmaceutical enterprises. Harbin Pharmaceutical Group Co., Ltd. Limin Medical Co., Ltd(hereinafter referred to as HPGC Limin) is a medium-sized medical distributive company,. It is confronted with the question of how to adjust marketing strategy to the state industrial-oriented and policy, in order to maintain long-term and stable development. The key is choosing a suitable mode of marketing. The main business of HPGC Limin is marketing prescription drugs, so the people will choose HPGC Limin’s marketing mode of prescription drugs as a subject, and make a specialized study of how the company choose new marketing mode to keep a sustained, stable and healthy development under the new situation. The paper begins with analysis of HPGC Limin’s marketing mode of prescription drugs, makes a fixed-point study of the marketing environment from by human environment, economic situation, industrial policies, presents a detailed analysis of the business environment from the domestic market situation of prescription drugs and competition strategy. On this basis of studying HPGC Limin‘s marketing situation from marketing structure, marketing system status, position in the market, the existing problems, the writer puts forward HPGC Limin ‘s marketing mode of prescription drugs, and selects agency as the marketing mode of HPGC Limin . Key words HPGC Limin; medical reform; prescription drugs; mar