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MBA毕业论文_HR医药C产品辽宁市场推广案例研究

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文本描述
- I -
摘要
随着空气质量的下降,食品安全性降低等诸多因素的影响,近年来全球肿瘤呈现高
发趋势,中国肿瘤的发病率远高于世界平均水平。全球五分之一的恶性肿瘤发生于中国,
仅2012年中国就约有306.5万的恶性肿瘤患者;死亡人数约220.5万,占全球四分之一
这其中胃癌的发病率占第二位,死亡率居首。可见对于恶性肿瘤的治疗尤其是胃癌的治
疗已经成为非常重要的课题,对有效治疗药物的研发和应用更是得到了业界的持续关

江苏HR医药股份有限公司是一家专门从事医药研发销售的医药公司。自成立之初,
便从事肿瘤药品的生产销售工作,目前已经成为中国国内最大的肿瘤药生产企业。2014
年由该公司自主研发的创新药C经过临床研究证实对胃癌的治疗疗效确切。本案例以此
为背景,在案例的正文,介绍C产品产生的行业背景以及HR公司的现状,同时也阐述
了C产品上市后产品推广过程中出现的诸多问题。并随之进行了案例分析,分析了案例
中C产品遇到的的推广问题,并指出了困难产生的原因。最后使用组织架构、绩效评估
体系、权责分配等理论,对C产品推广中现行管理体制不合理、人员推广理念差异大、
职能部门衔接不清、奖惩机制混乱这四大问题给出了解决方案与建议,并根据C产品的
优势给出了优化的实施路径
关键词:肿瘤;胃癌;案例研究
- II -
The Case Study For C From HR Medicine Company Promoted In Liaoning
Province
Abstract
In recent years tumor disease has increasing trend across the globe, which is influenced by
several factors such as the deterioration of air quality, degradation of food safety. The incidence
of tumor disease in China is much higher than the world average. 3 millions 65 thousands
people in China were diagnosed with malignant tumor only in 2012 and about one fifth of the
world. 2 millions 205 thousands people died cause by it and approximately one fourth of the
world. Among the variety of disease, the second highest incidence is gastric cancer with the
highest mortality rate. Therefore the therapy for malignant tumor especially for gastric cancer
has been an absolutely essential topic. The research and application for effective medicines to
fight against diseases have always been paid much more attention by the whole industry.
Jiangsu HR Medicine Co., Ltd. specializes the medicine development and sales. Since
establishment the company has been engaged in the production and sales of medicine for tumor
disease. So far it is the biggest company on producing the medicine for tumor disease. In 2014
an innovative medicine named C independently developed by the company had a positive effect
on the therapy against gastric cancer, which is proved by the clinical research. Based on this
background, the main body of case introduces the industrial background of company
establishment and status quo of company. In the meanwhile, many of the problems in the
product promotion after C product launch are elaborated through a case analysis on the
promotion difficulties and the reasons caused by it. In the last part, solutions and suggestions
are provided for the theories of organizational architecture and performance evaluation system
and power and responsibility allocation four issues - currently unreasonable management
system in the C promotion, huge difference on ideas of personnel generalization, the unclear
division of functional department, confusing system of rewards and penalties. Besides that,
optimal implementation in accordance with the advantage of C is illustrated.
Key Words:tumor disease;gastric cancer;case study
- III -
目录
摘要 ..... I
Abstract ...... II
引言 .... 1
1.1 研究背景 . 1
1.1.1胃癌的现状及治疗 ........... 1
1.1.2 C产品辽宁销售现状 ....... 1
1.2 研究意义 . 4
1.3 论文结构与内容 . 4
2案例正文 ........... 6
2.1 行业背景 . 6
2.2 企业背景 ........... 10
2.3 C产品在辽宁市场推广中的管理问题13
2.3.1 新旧产品销售产生的冲突 ........ 13
2.3.2 学术营销和客情营销在认知上的分歧15
2.3.3 职能部门与区域部门的低效协作 ........ 17
2.3.4 奖惩引发的冲突18
3案例分析 .......... 21
3.1 相关销售策略理论........21
3.1.1 扁平化管理模式21
3.1.2 绩效管理体系 .... 21
3.1.3 权责分配23
3.1.4 事业部制组织结构 ........ 23
3.2 案例问题分析....25
3.2.1 组织架构不合理、财务权力分配不均衡 ........ 25
3.2.2 思维模式固化、专业推广理念不一致.27
3.2.3 部门间权责分配不明确、合作机制不健全.....29
3.2.4 奖惩方案设计缺乏激励性.........30
4对策与建议 ........ 32
4.1 优化区域销售的组织结构 ....... 32
4.2 明确辽宁市场销售策略 ........... 35
4.3 建立跨部门销售沟通流程........37
- IV -
4.4 完善销售奖惩机制及绩效考评体系 ... 38
4.5 加强人员甄选以及培训40
5结论 .... 42
参考文献 .. 44
致 谢....45
大连理工大学学位论文版权使用授权书 .......... 46。