论文总字数：19233字

摘 要

自从进入20世纪以来，国家正确实行改革开放政策，国民经济得到了迅速发展，我国医药市场异常的活跃，医药行业的发展速度持续增长。看看我国医药行业近些年的发展情况，全国的医药行业一直处于高速发展的阶段。对我国医药行业的复杂性，持续增长性，快速崛起的趋势，作为一家知名的制药公司已经卷入这巨大的漩涡之中，要想从中获得利益，就必须认识到医药行业的现实状况，以及企业自身的问题，进而找出解决方法，帮助企业获得胜利，赢得利润。

结合现如今的实际情况，正大制药必须重视自身存在的问题。本文从正大制药集团的简介开始，分析企业经营现状，并且在宏观环境和微观环境的影响下，全面地分析医药行业的发展现状，进而了解正大制药集团所遇到的渠道问题，并分析，最后给出适当的建议，帮助正大制药集团更好、更长远的发展。

关键词：正大制药；渠道；医药行业

Abstract

Since the beginning of the 20th century, the state policy of reform and opening up properly, the national economy has been the rapid development of China"s pharmaceutical market very active, the pace of development of the pharmaceutical industry continues to grow. See the development of China"s pharmaceutical industry in recent years, the country"s pharmaceutical industry has been in a stage of rapid development. China"s pharmaceutical industry to the complexity of the continued growth of the rapid rise of the trend, as a well-known pharmaceutical company has been involved in this huge vortex, in order to derive benefits, we must recognize the realities of the pharmaceutical industry, as well as their own problems and then find a solution to help businesses win, win profits.

Combined with the actual situation now, the Chia Tai Pharmaceutical must pay attention to their own problems. In this paper, starting from the Chia Tai Pharmaceutical Group profile analyzes the status quo of business, and under the influence of the macro environment and micro environment, a comprehensive analysis of current development of the pharmaceutical industry, and to understand Channels Chia Tai Pharmaceutical Group encountered, and analysis, and finally give the appropriate advice to help Chia Tai pharmaceutical Group better and more long-term development.

Since the beginning of the 20th century, the state policy of reform and opening up properly, the national economy has been the rapid development of China"s pharmaceutical market very active, the pace of development of the pharmaceutical industry continues to grow. See the development of China"s pharmaceutical industry in recent years, the country"s pharmaceutical industry has been in a stage of rapid development. China"s pharmaceutical industry to the complexity of the continued growth of the rapid rise of the trend, as a well-known pharmaceutical company has been involved in this huge vortex, in order to derive benefits, we must recognize the realities of the pharmaceutical industry, as well as their own problems and then find a solution to help businesses win, win profits.

Combined with the actual situation now, the Chia Tai Pharmaceutical must pay attention to their own problems. In this paper, starting from the Chia Tai Pharmaceutical Group profile analyzes the status quo of business, and under the influence of the macro environment and micro environment, a comprehensive analysis of current development of the pharmaceutical industry, and to understand Channels Chia Tai Pharmaceutical Group encountered, and analysis, and finally give the appropriate advice to help Chia Tai pharmaceutical Group better and more long-term development.

Since the beginning of the 20th century, the state policy of reform and opening up properly, the national economy has been the rapid development of China"s pharmaceutical market very active, the pace of development of the pharmaceutical industry continues to grow. See the development of China"s pharmaceutical industry in recent years, the country"s pharmaceutical industry has been in a stage of rapid development. China"s pharmaceutical industry to the complexity of the continued growth of the rapid rise of the trend, as a well-known pharmaceutical company has been involved in this huge vortex, in order to derive benefits, we must recognize the realities of the pharmaceutical industry, as well as their own problems and then find a solution to help businesses win, win profits.

Combined with the actual situation now, the Chia Tai Pharmaceutical must pay attention to their own problems. In this paper, starting from the Chia Tai Pharmaceutical Group profile analyzes the status quo of business, and under the influence of the macro environment and micro environment, a comprehensive analysis of current development of the pharmaceutical industry, and to understand Channels Chia Tai Pharmaceutical Group encountered, and analysis, and finally give the appropriate advice to help Chia Tai pharmaceutical Group better and more long-term development.

Since the beginning of the 20th century, the state policy of reform and opening up properly, the national economy has been the rapid development of China"s pharmaceutical market very active, the pace of development of the pharmaceutical industry continues to grow. See the development of China"s pharmaceutical industry in recent years, the country"s pharmaceutical industry has been in a stage of rapid development. China"s pharmaceutical industry to the complexity of the continued growth of the rapid rise of the trend, as a well-known pharmaceutical company has been involved in this huge vortex, in order to derive benefits, we must recognize the realities of the pharmaceutical industry, as well as their own problems and then find a solution to help businesses win, win profits.

Combined with the actual situation now, the Chia Tai Pharmaceutical must pay attention to their own problems. In this paper, starting from the Chia Tai Pharmaceutical Group profile analyzes the status quo of business, and under the influence of the macro environment and micro environment, a comprehensive analysis of current development of the pharmaceutical industry, and to understand Channels Chia Tai Pharmaceutical Group encountered, and analysis, and finally give the appropriate advice to help Chia Tai pharmaceutical Group better and more long-term development.

窗体底端

Since the beginning of the 20th century, the state policy of reform and opening up properly, the national economy has been the rapid development of China"s pharmaceutical market very active, the pace of development of the pharmaceutical industry continues to grow. See the development of China"s pharmaceutical industry in recent years, the country"s pharmaceutical industry has been in a stage of rapid development. China"s pharmaceutical industry to the complexity of the continued growth of the rapid rise of the trend, as a well-known pharmaceutical company has been involved in this huge vortex, in order to derive benefits, we must recognize the realities of the pharmaceutical industry, as well as their own problems and then find a solution to help businesses win, win profits.

Combined with the actual situation now, the ZhengDa Pharmaceutical Group must pay attention to their own problems. In this paper, starting from the ZhengDa Pharmaceutical Group profile analyzes the status of business, and under the influence of the macro environment and micro environment, a comprehensive analysis of current development of the pharmaceutical industry, and to understand Channels ZhengDa Pharmaceutical Group encountered, and analysis, and finally give the appropriate advice to help ZhengDa pharmaceutical Group better and more long-term development.

Keywords:ZhengDa Pharmaceutical Group; channels; the pharmaceutical industry

目 录

摘 要 I

Abstract II

第一章 绪论 1

1.1 研究背景与意义 1

1.2 研究目的与内容 1

1.3 研究方法与思路 1

第二章 文献综述 3

第三章 渠道策略理论框架 4

3.1 营销渠道发展 4

3.1.1 营销渠道 4

3.1.2 传统营销渠道 4

3.2 医药产品营销渠道概述 4

第四章 正大制药集团简介 5

4.1 正大制药集团发展历程 5

4.2 正大制药集团经营现状 5

第五章 我国医药行业环境分析 7

5.1 我国医药业现状 7

5.1.1 销售现状 7

5.1.2 市场现状 7

5.1.3 创新现状 7

5.2 我国医药业宏观环境分析 8

5.2.1 政治环境因素 8

5.2.2 经济环境因素 8

5.2.3 人口环境因素 9

5.2.4 文化环境因素 9

5.3 我国医药业微观环境分析 10

第六章 正大制药集团渠道策略分析 12

6.1 正大制药集团现有渠道 12

6.2营销渠道分析 12

6.2.1 直销制渠道分析 12

6.2.2 代理制渠道分析 13

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