我国医药企业营销渠道分析

华中科技大学硕士学位论文我国医药企业营销渠道分析姓名：史海申请学位级别：硕士专业：工商管理指导教师：聂鸣20060425IWTOIIAbstractThemedicalmarketingchannelistheimportantfactorofinfluencingthepriceofmedicinesNowourbackwardmedicinemarketingchannelsmaketheterminalpricesofretailedmedicinehigh,whichbringsseriousburdentotheconsumersinourcountry,Theimplementationensuringthepolicyforthemedicaltreatmentofthecountrytoobringstheenormouspressureandwhichisn'tbeneficialtothedevelopmentofourmedicinemarket.Meanwhile,ourcountryhasopenedtooutsideworldinmedicinemarketingchannelssincetheentrytoWTO.Foreignmedicinecompanieshavegottenintoourmedicinemarket.Theycompeteagainstdomesticmedicinecompaniessharply.Thiswillhaveaenormousimpactonmedicaltreatmentofthenationaleconomyandthepeople'slivelihoodofourcountryoftherelation,hygieneindustrySowhetherthedevelopmentofourmedicinemarketing,ortacklingthecompetitionofforeigncompaniesistakenintoaccount,it'sverynecessarytostudyourmedicinemarketingchannelscarefullyandthoroughly.Onthebasisofdomesticmedicinemarketingchannels,drawingontheexperienceofAmericanmedicinemarketingchannels,usingthetheoriesofmarketinganddrugadministration,andutilizingthemethodsofillustrating,comparativeanalyticapproaches,etc.thepaperstudiesourpresentmedicinemarketingchannels.FromtheanalysisofourmedicinemarketingchannelsThesortsofpresentmedicinemarketingchannelsofourcountrytheproblemsofourpresentmedicinemarketingchannelsthedisparitybetweenAmericanpresentmedicinemarketingchannelsandourstheainfluencefactorsofmedicinemarketingchannelsimprovingandconstructingtotheconclusionandsuggestion.Keywordspharaceuticalcompanymarketingchannels;medicine()111.11.1.18200311WTO1.1.22WTO1(2),20043,2001)19972000108517.5.%20114000(2003)19912000(2003)(2002).1.21.2.141.2.2(2002)(2006)(2002)(2002)(2002)51.31.3.1WTO1.3.21.3.362(2002)2.1(1)(1949-1984)1984()()()(2)(1984-19951984()(3)(1995-2000)19957()(4)(2000)2000:2.282.2.12.2.220051102.2.32.2.492.32.3.1901801020056391GMP(1)(2)(3)92.3.2(1)(2)3(4)(5)11(6)(7)((1)8(2)2-32-320%(2002)(3)(4)(5)(6)2.3.31(1997)(1)12(2)(3)2(1997)(1)(2)(3)3(1997)(1)(2)(3)(4)4(2002)(1);(2)13(3)20002;143WTO2003113.13.1.11(1)81(2003)(2)(3)15(4)()(5)20022003:Walgreens710CVS500RiteAid460Albertsons1000Brooks1752002Walgreens3.6%,CVS3%,Eckerd2.8%,Albertsons2.4%,LongsDrugStores2%(2003)2200053%,IMSGrahamLewis(2002)(1)5RiteAid,Walgreen.CVS360%(2003)64%CVS4000200(2)199752%28%11%;200037.8%17.4%9200153316DDN/ObergfelGenesisLogistics;Eckerd260099(200320017020(1)590%.MckessonCardinalHealth40030%2(2003)(3)20002.9%1.55%200420042004McKessonHBOC,Inc.$21,48428%BergenBnmswigDrugCompany$16,69822%CardinalHealth,Inc.$14,92819%AmerisourceCorporation$8,66911%BindleyWesternDrugCompany$7,62310%$69,402:((NWDA)2004(2005(2))417(1)2000200097527.55%(2002)(2)35%200010%(3)43.2200016.9%22.016.5%22.126.5%20.3%(2002)200015%-30%2000%240.344.3518.5119.529.2624.5202.223.4411.6144.020.2714.1109.520.1918.4108.016.8815.6:(2002)3.1.2118(BBC)2:33.23.2.1191:(1)2005132651.7(2006(4)50(100)200150005%,1020%(2002)(2)12.520031-90.59%(2.9%)(1.55%)(3)42(1)K1teAld,Walgeen,CVS360%(2003)14(2006)200320700(2003)(3)2002:20018003200020045097281/330%75526(2003)2003Walgreens286.81(2003)200420(2003)20031046(2003)CVs4087MedicineShoppelnternational(1246)(2003(4)20025(2003)3(1)()()()75526221341.756680072592.1462010208298.1357401104654.885080075677.3321()(2)3(4)(5)20045Walgreens(710)CVS(596)RiteAid(460)Albertsons(1000Brooks(175)(2003)3.2.212223.2.3(1)2004600025%,1200(2002(2)200010%3%(2001)(3)23(4)10%(2003)15%-30%WTO2444.14.1.1()(20024.1.2()(1997)254.1.34.1.4119952(1)26(2)(GMP(3)(GSP4.2119871128((198811152719881227;2(1)(2002)(2)(3)28()3(1)(2)(1997)29()()4(1)(2)(3)(4)305(1);2)(3)()4.34.3.131messenger(2002)6034(2002)4.3.24.4(1)(2003)(2)32(3)(4)(5)1(1)(2)3366-1819-2425-5455-6465-798001860-79(2002)0-1860-79(2002);80%20%(2002)19951988()(2002)2002()4278134353822963789()1117136()201139(2003)2(2002)355:5.1(1)(2)(3)36(4)5)5.21()70%(2003)(2)(2003)(3)(4)37(Medicineshoppe)(2003)(5)80%(2002)(1)(2)(3)(4)5.3(200338(2002)(1)(2)(3)(4)(5)5.4395.55.5.11(1)()(2000)(2)()(1)402)(/)(/)5.5.2(1)(2)41(3)20002199752%,200037.8%.200153%(2002)(4)5.5.3(2002)(1)(2002)(2)42(2003)(3)(4)(2002)1(1)(2)(3)()()(4)43(2003)(5)6).2(1)2)(3)(4)44()(2003)()5.545466WTO472006348[1]2004(1)11-13[2]2000(9)46-48[3]200247-48,103-108,129-131,134-135,142-144[4]20030116[5]2003(8)30-41[6]..20030322[7]20030725[8]20030116[9]1996(1)17-18[10]200248-58,315-318[11]200165-91[12]2001(6)1-4[13]2003(6)267-270[14]2000(9)57-59[15]1999(2)57-60[16]2003(13)150-153[17]2002113-125,145-172[18]2002(9)36-39[19]—492003059[20],2002(11)54-55[21],2003(3)37[22]2001124-132[23]()200216-17,187-193,201[24]2002911-12[25]200331-33[26]1995(6)17-18[27]2002(10)36-38[28]:20031023[29]2000(5)91-93[30]·D·E·J.().2002232-235[31]2002(9)105-106[32],1999(9)30-31[33],.20022074-75[34],,2003(6)503-504[35]:2003(1)68-69[36]“”2003(3)64-65[37]2002(5)24-25[38]·()1997223-228244-249509-549,791-804[39]2003(12)34[40]2006,(04)70.[41]2003(5)139-140[42]“”20040150108[43].2005816[44]EJerome·McCarthyandWilliamDPerreault,Jr.Basic.Marketing.(EleventhEdition).America