I 摘要 经济的发展和市场变动不断带动医药行业变革，尤其2009年新医改出台，随着 政策的深化，医保的不断完善，医药市场也发生了巨大变化。自20世纪以来的一些 相关数据可以看出，医药企业的规模和数量不断增大，营收和利润持续走高，甚至低 迷的医药出口规模也持续扩大，但新医改政策对医药销售和价格的管控也越来越严， 带来的就是成本费用的增加，要想在众医药企业跳出，必须寻找适合现行市场的营销 理念和营销方式，而在决定营销实施的过程中，渠道营销的成败起着非常关键的作用。 要想在市场变动中获得竞争优势，良好的营销渠道必不可缺。但随着新医改的进行， 医药市场日益规范，相关制度的日益健全，医企营销渠道暴露的问题也就日益增多。 由于前期市场的不规范，对营销渠道人员把控不严，造成的结果就是：没有合理严谨 的渠道设计，往往在执行时来回反复使渠道成本不断增长，造成一定的成本浪费；没 有严格营销渠道制度约束，为了私人利益窜货始终无法完全杜绝，造成一定的产品市 场混乱；没有人员素质的整体把控，渠道营销终端投诉一直屡禁不绝，造成一定的客 户流失等等。所以对营销渠道优化研究是非常必要的。 本文以上海景峰药业为研究对象，在营销和渠道的相关理论上，以PEST解析JF 当前面临的宏观局势，以波特五力模型和SWOT解析JF药业当前面临的内外竞争环 境，并基于JF药业营销渠道现状提出问题，在JF药业的SWOT分析结果和问题现状 的基础上，从JF药业的渠道模式、渠道结构、成本控制和渠道管理等方面来针对性 的设计JF药业的渠道优化策略，使其在理念上，实现结构扁平化、模式创新化；在 成员组织上，加强动态管控和完善考核奖励机制，并规范处罚措施；在成本控制上， 加强财务和人员绩效管理；在终端上，加强第三终端布局和渠道监管机制，实现自营 渠道和知名连锁药店合作的双渠道模式等策略，使其能最终达到完善JF药业营销渠 道的目的。另外论文也对之后的新渠道管理、现代信息化融入和线上新渠道开展等问 题提出研究展望。 本文认为，JF公司如在采取新渠道模式的情况下，可以为企业在以后发展中疏通 渠道脉络，可以进一步提高企业产品的流通效率，使其可以更快拓展市场空间，增加 竞争优势。对其他同行业内存有一样问题的企业也有一定的参考建议。 关键词：JF药业；营销渠道；优化策略 并建立渠道管理机制 西北农林科技大学硕士学位论文 II ABSTRACT The development of economy and the change of market constantly drive the change of medicine industry, especially in 2009, the new medical reform was introduced. With the deepening of the policy and the continuous improvement of medical insurance, the market has changed greatly.Some relevant data since the 20th century can be seen that the size and number of pharmaceutical enterprises continue to increase, revenue and profits continue to rise, and even the scale of depressed pharmaceutical exports continue to expand, but the new health care reform policy on pharmaceutical sales and price control is also increasingly strict, in order to increase cost and expenditure, we must find marketing ideas and methods suitable for the current market, but in the decision camp. In the process of marketing implementation, the success or failure of channel marketing plays a very critical role. To gain competitive advantage in market changes, good marketing channels are indispensable. But with the new medical reform, the medical market is becoming more and more standardized, and the related system is becoming more and more perfect, and the problems of marketing channels of medical enterprises are increasingly exposed. Because of the non-standard market in the early stage, the marketing channel personnel control is not strict, the result is: there is no reasonable and rigorous channel design, often in the implementation of the channel cost repeatedly increase, resulting in a certain cost waste; without strict marketing channel system constraints, for the private interests of goods always can not completely. This paper takes Shanghai Jingfeng pharmaceutical industry as the research object, to analyze the environment of JF pharmaceutical industry by PEST and Porter's five-force model and SWOT, To achieve flat structure, model classification and establish a channel management mechanism; in member management, improve the assessment and reward mechanism, and standardize punishment measures; in cost control, strengthen financial and personnel performance management; in terminal management, attach importance to cooperation with well-known chain drugstores and strengthen the training of terminal personnel, and finally achieve the purpose of improving the marketing channels of JF pharmaceutical industry, in addition, the paper also put forward the research prospect of new channel management, modern information integration and online new channel development. ABSTRACT III According to this paper, JF adopting a new model, it can dredge the channel context in the later development, further improve the circulation efficiency, expand the market more quickly, and increase the competitiveness. to provide some effective reference for enterprises with the same problems in the same field. KEY WORDS: JF Pharmaceutical industry; Marketing channel; Optimization strategy 目 录 I 目 录 摘要 ................................................................................................................................... I ABSTRACT .................................................................................................................... II 第一章 绪论.................................................................................................................... 1 1.1 研究背景 ............................................................................................................... 1 1.2 研究目的与意义 ................................................................................................... 1 1.2.1 研究目的 ........................................................................................................ 1 1.2.2 研究意义 ........................................................................................................ 2 1.3 文献综述 ............................................................................................................... 2 1.3.1 国外文献研究综述 ........................................................................................ 2 1.3.2 国内文献研究综述 ........................................................................................ 4 1.3.3 文献述评 ........................................................................................................ 5 1.4研究框架与方法 .................................................................................................... 6 1.4.1 研究框架 ........................................................................................................ 6 1.4.2 研究方法 ........................................................................................................ 7 第二章 理论基础 ........................................................................................................... 8 2.1 营销渠道相关理论 ............................................................................................... 8 2.1.1 营销渠道概念的界定 .................................................................................... 8 2.1.2 营销渠道的类型 ............................................................................................ 8 2.1.3 分销渠道概念的界定 .................................................................................... 9 2.2 医药营销渠道的相关概念及分析方法 ............................................................. 10 2.2.1 医药营销渠道概念 ...................................................................................... 10 2.2.2 医药营销渠道的构成 .................................................................................. 10 2.2.3 医药营销的渠道模式种类 .......................................................................... 11 2.2.4 营销渠道分析方法 ...................................................................................... 12 第三章 JF药业有限公司营销渠道现状及环境分析 ................................................ 13 3.1 JF药业有限公司基本情况 ................................................................................. 13 3.1.1 基本情况 ........................................................................................