随着国民经济的快速发展和人民生活水平的显著提高，人们对健康的需求不断增 强，我国医药行业也随之进入黄金发展期。十九大明确提出“实施健康中国战略”，医 药产业政策利好不断，行业逐渐走向繁荣，产业结构也有了进一步的优化调整，这也意 味着医药企业间的竞争日益加剧，优胜劣汰的进程不断加快。特别是在“两票制”“营 改增”等政策的大背景下，医药商业的格局正在经历一场前所未有的洗牌和整合。面对 越来越激烈的商业竞争，分销渠道作为医药企业营销的核心环节之一，比产品、价格、 促销更能为企业带来持久竞争优势。科学的分销渠道策略，日益成为决定企业能否在商 战中胜出的战略性资源，也越来越被许多企业所重视。 本文以分销渠道策略及相关理论为基础，以 SY 集团公司为研究对象，在总结分析 了国内外研究现状的基础上，分别运用 PEST 和五力分析模型对该公司宏观环境和微观 环境进行了分析，运用 SWOT 分析法，分析了公司当前面临的优势、劣势、机遇和威胁。 通过对 SY 集团公司分销渠道现状的分析，得出 SY 集团公司作为国有大型医药企业，分 销渠道策略有一定的借鉴意义，但也存在着分销渠道未能针对产品生命周期进行细分、 对中间商过度依赖导致成本压力大、渠道冲突时有发生等问题。针对这些问题及原因分 析，本文提出了建立基于产品生命周期的多元化分销渠道、构建扁平化和精细化的社会 渠道系统、构建自销和创新并重的自有渠道系统、注重分销渠道中的关系管理等对策建 议，以期为 SY 集团公司运用更科学的分销渠道策略赢得市场竞争力提供参考，为其他 大中型医药企业在分销渠道策略的制定和实施上提供借鉴。 关键词，市场营销；分销渠道；营销策略；中间商；渠道冲突Abstract With the rapid development of the national economy and the remarkable improvement of the people's living standard, people's demand for health is increasing constantly, and the pharmaceutical industry of our country has also entered the golden development period. The 19th CPC National Congress explicitly put forward the implementation of a healthy China Strategy, the pharmaceutical industry policy has been continuously favorable, the industry has gradually become prosperous, and the industrial structure has also been further optimized and adjusted, which also means that the competition among pharmaceutical enterprises is increasing day by day. The process of survival of the fittest has been speeding up. Especially under the background of the policy of two votes, the pattern of medicine business is going through an unprecedented shuffle and integration. In the face of more and more fierce business competition, score Marketing channel, as one of the core links of pharmaceutical enterprise marketing, can bring lasting competitive advantage to enterprises more than product, price and promotion. The scientific distribution channel strategy is increasingly becoming the strategic resource that determines whether the enterprise can win in the commercial war, and it has been paid more and more attention by many enterprises. Based on the distribution channel strategy and related theories, this paper takes SY Group as the research object, and summarizes and analyzes the current research situation at home and abroad. The macro-environment and micro-environment of the company are analyzed by using PEST and five-force analysis model, and the advantages, disadvantages, opportunities and threats faced by the company are analyzed by using SWOT analysis method. Through the analysis of the current situation of the distribution channel of SY Group Company, it is concluded that as a large state-owned pharmaceutical enterprise, the distribution channel strategy of SY Group Company has certain reference significance, but there is also a distribution channel that can not be subdivided according to the product life cycle. Excessive dependence on middlemen Depends on causes the cost pressure to be big, the channel conflict and so on question and so on from time to time. In order to solve these problems, this paper puts forward the establishment of diversified distribution channels based on product life cycle, the construction of flattened and refined social channel system, and the construction of self-marketing and innovation-oriented self-owned channel system. Pay attention to the relationship management in the distribution channel and other countermeasures, in order to provide a reference for SY Group to use a more scientificdistribution channel strategy to win the market competitiveness. For other large and medium-sized pharmaceutical enterprises in the distribution channel strategy formulation and implementation of reference. Keywords: Marketing; distribution channels; marketing strategies; middlemen; channel conflicts目 录 第 1 章 绪论...............................................................................................................................1 1.1 研究背景和意义...........................................................................................................1 1.1.1 研究背景.............................................................................................................1 1.1.2 研究意义.............................................................................................................1 1.2 国内外研究现状...........................................................................................................2 1.2.1 国内研究现状.....................................................................................................2 1.2.2 国外研究现状.....................................................................................................3 1.3 论文的研究内容和方法...............................................................................................3 1.3.1 研究内容.............................................................................................................3 1.3.2 研究方法.............................................................................................................4 1.4 论文的创新之处...........................................................................................................4 第 2 章 分销渠道策略概述及相关理论...................................................................................5 2.1 分销渠道策略概述.......................................................................................................5 2.1.1 市场营销的定义.................................................................................................5 2.1.2 分销渠道的定义.................................................................................................6 2.1.3 分销渠道策略的定义.........................................................................................7 2.2 分销渠道策略相关理论...............................................................................................8 2.2.1 4P 理论................................................................................................................ 8 2.2.2 竞争战略理论.....................................................................................................9 2.2.3 产品生命周期理论...........................................................................................10 2.2.4 PEST 分析模型................................................................................................. 10 2.2.5 五力分析模型....................................................................................................10 2.2.6 SWOT 分析方法............................................................................................... 11 第 3 章 SY 集团公司分销渠道策略环境分析.......................................................................13 3.1 宏观环境分析.............................................................................................................13 3.1.1 政治环境分析...................................................................................................13 3.1.2 经济环境分析...................................................................................................13 3.1.3 社会环境分析...................................................................................................143.1.4 技术环境分析...................................................................................................14 3.2 微观环境分析.............................................................................................................15 3.2.1 供应商的讨价还价能力...................................................................................15 3.2.2 购买者的讨价还价能力...................................................................................15 3.2.3 新进入者的威胁...............................................................................................15 3.2.4 替代品的威胁...................................................................................................15 3.2.5 行业内现有竞争者的竞争...............................................................................16 3.3 SWOT 分析................................................................................................................. 16 3.3.1 优势...................................................................................................................16 3.3.2 劣势...................................................................................................................19 3.2.3 机遇...................................................................................................................20 3.2.4 威胁...................................................................................................................22 第 4 章 SY 集团公司分销渠道现状和存在问题及原因分析...............................................23 4.1 SY 集团公司分销渠道现状........................................................................................23 4.1.1 传统分销渠道逐渐萎缩...................................................................................23 4.1.2 DTP 药房扩大新零售布局...............................................................................23 4.1.3 药房托管模式巩固医院分销渠道...................................................................25 4.1.4 云健康逐步占领市场.......................................................................................26 4.2 SY 集团公司分销渠道策略存在的问题及原因分析................................................28 4.2.1 战略决策制定和执行偏差导致渠道未能针对产品生命周期进行细分.......28 4.2.2 掌控能力弱导致对中间商过度依赖...............................................................32 4.2.3 分公司和渠道众多导致冲突时有发生...........................................................32 第 5 章 SY 集团公司渠道策略改进对策建议.......................................................................34 5.1 建立基于产品生命周期的多元化分销渠道.............................................................34 5.1.1 进入期渠道的选择...........................................................................................34 5.1.2 成长期渠道的选择...........................................................................................34 5.1.3 成熟期渠道的选择...........................................................................................34 5.1.4 衰退期渠道的选择...........................................................................................35 5.2 构建扁平化和精细化的社会渠道系统......................................................................355.2.1 与大型医药商业公司合作...............................................................................35 5.2.2 与大型连锁零售药店合作...............................................................................35 5.2.3 建立专业 CSO 渠道模式.................................................................................36 5.3 构建自销和创新并重的自有渠道系统......................................................................36 5.3.1 自销渠道............................................................................................................36 5.3.2 创新渠道............................................................................................................37 5.4 注重分销渠道中的关系管理.....................................................................................37 5.4.1 建立完善的分销商信息系统...........................................................................37 5.4.2 实行严格的物流管控体系...............................................................................37 5.4.3 完善严格的供货价格管理体系.......................................................................38 第 6 章 结论.............................................................................................................................39