摘要
随着医改的纵深推进，医药分家，降低药占比，医保支付，分级诊疗等政策
的逐步落实，未来医药市场的主战场将会由高端医院转移到广阔的县级和乡镇市
场。医改的主导趋势也是渠道扁平化，对于医药生产厂家来讲，如何跟上时代发
展的步伐，变革将是企业发展的唯一出路。厂家首先需要对现有的分销渠道进行
优化和调整，未来竞争的主战场是第二终端和第三终端，采取深度分销的方式是
相对最优的选择

本文通过营销渠道的理论学习并结合本人在 TQ 公司十年来对渠道分销网络
的建设经验，创造性的把深度分销的理论应用到了处方药的零售市场中。本研究
从渠道建设和深度分销的视角，分析 TQ 公司在处方药零售市场的良好表现，获
取到了准确的销售数据，理论联系实际，提炼出了成功的销售方法，使得研究更
加科学和规范，同时具有较强的可操作性和应用价值，为未来的医药市场格局的
调整提出了新的策略，即构建处方药零售市场的深度分销体系。在体系构建的过
程中，首先明确了处方药的深度分销体系的概念；然后是深度分销体系构建的核
心要素：产品组合策略，价格体系的构建，渠道各环节利润体系的设计，广覆盖
的策略，多渠道的销售方式，渠道覆盖采取推拉结合的手段；最后分析了针对第
二终端的覆盖、促销、陈列、培训、客情这五个方面。本研究成果不仅能被 TQ
公司直接应用,而且能够为医药行业的其他处方药生产企业所借鉴和指导

关键词：处方药，零售市场，深度分销II
Abstract
With the medica l reform in depth, th e medical policies of China has been
gradually implemented, such as the separa tion of medicine, reduce the proportion of
drugs, medical insurance payments, classification diagnosis and treatment and so on.
Therefore, the future pharm aceutical market will be tra nsferred from high-end
hospitals to the vast county and township markets. For the ph armaceutical
manufacturer, reform is the only way to keep up with the pace of development. Firstly,
manufacturers need to optimize and adjust the existing distribution channels. And the
main battlefield of the future competition is the second terminal and the third terminal.
Thus, the relative optimal choice is the depth distribution. In this article, we creatively
applied the theory of the depth distribution to the retail market of prescription drugs
based on the theoretical study of marketing ch annels and the experience of TQ&39; s ten
years of construction of channel distribution network. In this paper, we analyzed the
TQ&39;s good performance in the retail market of prescription drugs from the perspective
of channel construction and the depth dist ribution and obtained ac curate sales data
which makes the rese arch more scientific and standardized as well as stron g
operability and application value. In addition, the depth of the distribution system of
the prescription drug retail m arket was constructed and it put forward a new the
strategy for the future pharm aceutical market structure adjustment. In the process of
system construction, we firstly clarified th e concept of the depth distribution system
of prescription drugs. Then,we determined the core elements of the construction of the
depth distribution system . That is , th e combination of product strategy , the
construction of the price system, the design of the profit system of each channel, th e
strategy of wide coverage, the way of multi-channel sales and the channel coverage.
Finally, the five aspects of coverage, pr omotion, display, training and custom er
service for the second terminal were analyzed. These results not only can be directly
used in TQ company, but also for the pha rmaceutical industry and other prescription
drug manufacturers to learn and guidance.
Key words:Prescription drugs, The retail market, Depth distributionIII
目录
摘要.........I
AbstractII
导论........1
1 选题背景和研究意义.....1
1.1 选题背景...1
1.2 研究意义...2
2 研究综述.2
2.1 营销渠道理论.......3
2.2 医药营销理论.......4
3 研究思路和研究方法.....6
3.1 研究思路...6
3.2 研究方法...6
4 研究目标和创新之处.....7
4.1 研究目标...7
4.2 创新之处...7
1 概念界定及理论基础8
1.1 概念界定..........8
1.1.1 对医药分销渠道概念的界定....8
1.1.2 对深度分销概念的界定..........10
1.2 理论基础........11
1.2.1 渠道结构理论..11
1.2.2 渠道行为理论..12
1.2.3 渠道关系理论..14
2 TQ 公司营销现状及零售渠道的发展沿革17
2.1 TQ 公司概况..17
2.2 TQ 公司的产品分析..18
2.2.1 产品分类..........19
2.2.2 产品特性..........19
2.3 TQ 公司营销现状分析..........20
2.3.1 公司整体营销概况分析..........20
2.3.2 医院市场营销概况分析..........22
2.3.3 零售市场营销概况分析..........24IV
2.4 TQ 公司处方药零售市场渠道的历史沿革..25
2.4.1 限制阶段..........25
2.4.2 调整阶段..........25
2.4.3 规范阶段..........26
2.4.4 深入拓展阶段...........
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