中文摘要
2009年国务院颁布《关于深化医药卫生体制改革的意见》等若干政策后,新
政策会对整个医药行业带来许多变化。而对于在医药行业内有很重要地位的营销
领域内,“新医改”政策会对市场形态、经营模式等方面产生巨大影响,主要表
现在各细分市场份额发生变化,医药经营企业经营方式的变化,大型物流公司的
建立使市场竞争日益激烈等。面对此种情况,国内众多中小型药品经营企业应如
何应对,分析当前的营销策略和模式,找到适合在新形势下的策略和模式,将成
为此类企业生存与发展的关键。

本文以兰州市一中型药品经营企业——兰州远大医药有限公司为研究对象,
分析了兰州远大医药有限公司当前的营销策略和经营模式,以及“新医改”会带
来的外部形势变化,通过对相关营销理论的理解和应用,探讨了适合兰州远大医
药有限公司进行转变的营销策略和营销模式,最后提出兰州远大医药有限公司应
该以全品种的医药物流为主业,结合设立药品零售终端的营销模式。

本文提出的研究成果,可以作为兰州市其他中小型医药经营企业的变革参考
关键词:药品经营企业;新医改;策略
‘‘新医改”背景下兰州远大医药公司营销策略研究
ABSTRACT
In 2009 the State Council promulgated several policy opinions on deepening the medical and
health system reform, the new policy will bring many changes in the pharmaceutical industry. And
the pharmaceutical industry has very important status in the field of marketing, the new medical
reform policy will have a tremendous impact on the market form,operation mode,mainly changes
occurred in the various segments of the market share, change management of medical enterprises,
large logistics company to make the market competition is becoming increasingly fierce. Faced
with such a situation, many domestic small pharmaceutical trading enterprises should know how
to deal with the analysis, marketing strategy and mode at present’ to find a suitable strategy and
mode in the new situation, will become the key to the survival and development of such
enterprises.
In this paper, taking Lanzhou&39;s one medium-sized pharmaceutical trading enterprises —
Lanzhou Yuanda pharmaceutical limited liability company as the research object,analyzed the
company&39;s current marketing strategy and business model’ as well as the new medical reform
will bring the external situation changes,through the understanding and application of relevant
marketing theory, discusses the suitable marketing strategy of the company change and the
marketing pattern, finally proposes the company should take the medicine logistics all varieties of
industry, combined with the establishment of drug retail terminal marketing mode.
The research results presented in this paper can be used as Lanzhou&39;s other small and
medium-sized pharmaceutical enterprises to change the reference.
Key words: Pharmaceutical Trading Company, New Medical Reform, Marketing Strategy