摘要
近年来,国家一直致力于医疗体制改革,旨在解决医疗中存在的突出问题,针对“看病贵”的问题,许多专家都将矛头直上了当前我国“以药养医”的弊端。因此,党的十七大明确提出了“要建设覆盖城乡居民的药品供应保障体系,建立国家基本药物制度,保证群众基本用药”。此后,国家采取一系列卓有成效的重大举措,特别是2009年国务院发布了《关于建立国家基本药物制度的实施意见》,标志着国家基本药物制度开始初步建立。由于国家基本药物制度在2009年刚刚确立起来,哈药集团仍然沿用以往的营销理念,营销战略、营销体系等没有进行相应的转变。显然,这在当前激烈竞争的医药行业是非常不利的。因此,在这种背景下,本文研究哈药集团市场营销策略优化就具有十分重要的意义。
全文共分为六个部分,第一章为绪论部分,主要分析研究背景、目的和意义,并对全文研究内容和创新点进行综述。第二部分主要提出基础理论,包括概念界定、研究综述和理论分析。第三章主要分析国家基本药物制度对于我国医药企业的影响,对国家基本药物制度的发展趋势进行了预测,同时,提出了影响的具体状况。第四章主要分析哈药集团营销现状及其特点,对营销总体状况进行了分析,同时提出了具体的营销特点。第五章主要分析哈药集团市场营销方面存在的问题,包括产品创新、渠道控制、定价策略、技术研发、广告内涵、品牌管理等多个领域的问题。第六章主要提出哈药集团营销策略优化,首先提出了优化的基本原则,然后提出了哈药集团总体营销思路和具体目标,并提出了具体的优化策略。
全文的创新之处在于将刚刚建立的国家基本药物制度与具体的医药企业联系在一起进行分析,在基本药物制度对企业的影响、营销策略优化等方面,都提出了一些自己的创造性见解。论文的不足之处在于对哈药集团的了解还不够深入,一些具体的操作性问题分析还不够全面。
In recent years, our country has been committed to health care reform, aimed at resolving outstanding problems that exist in health care. In connection with the "high expenses in medication" problem, many experts are pointing at our country's abuse of "medical care service supported by dealing with drug". Therefore, the Seventeenth National Congress of the Communist Party of China made it clear that "to develop the medicine supply system to provide both urban and rural residents, and set up a national system for basic pharmaceuticals to ensure their supply. Since then, the state has adopted a series of effective major initiatives, especially in2009, the State Council issued "for the implementation of the establishment of a national system for basic pharmaceuticals", that marked the national basic pharmaceuticals system is in initial establishment. As the national basic pharmaceuticals system has just set up in2009, Harbin Pharmaceutical Group (HPGC) still use the past marketing ideas, and no corresponding changes with its marketing strategies and marketing system. Obviously, it is very negative in the current highly competitive pharmaceutical industry. In this context, the research about the HPGC's marketing strategy optimization of this paper would have great significance.
This paper is divided into six parts. The first chapter is the introduction, mainly analyzed the research background, purpose and significance, and summarized the full content and some innovations. The second part mainly put forward some basic theories, including the concept definition, research review and theoretical analysis. The third chapter analyzed the impact of national basic pharmaceuticals system for the pharmaceutical enterprises in China, and predicted the development trend of that system; Meantime, This chapter also proposed the specific conditions of the impact. Chapter four mainly analyzed the present marketing situation and characteristics of HPGC, and brought forward the specific marketing characteristics. The fifth part analyzed the problems of HPGC marketing, including the product innovation, channel control, pricing strategy, R&D, advertising content, brand management and other areas. The last chapter is mainly about the marketing strategy optimization of HPGC, and firstly proposed the basic principles of optimization, then put forward the general ideas and specific marketing objectives, and also proposed some specific optimization devices.
The innovation of this paper is:connected the newly established national basic pharmaceuticals system with the specific pharmaceutical enterprises to analyze; put forward some own creative ideas on the impact, marketing strategy optimization and others from the national Basic pharmaceuticals system to the pharmaceutical enterprises. However, the inadequacy of this paper is that the understanding of the HPGC is not deep enough, and some analysis of specific operational problems is not comprehensive enough.
引文
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10资料来自于哈药集团网站：http://www.hayao.com/Corporation/zihy.asp?clnfold=177&dInfold=135
11资料来自于哈药集团最近三年会计报表。
12资料来源：哈药集团公司网站
13资料来源：网蔚佳,《哈药直销变味被传销一月整顿期一年术完》,第一财经日报,2011年6月15日。
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