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2000年国家对医药产业实施了3项深层次体制改革,同时国家计委协同相关部门陆续出台了13个改革配套文件,以进一步加大行业整改力度。加之中国加入 WTO 已成定局,政府承诺到2003年允许外资进入药品分销渠道,同时大幅度降低医药产品的进口关税,医药生产、流通环境将发生重大变革,国内6300余家制药企业、16700余家医药批发商将面临着前所未有的竞争与挑战。传统营销体制已逐渐暴露出弊端,许多大型医药生产企业正在尝试、探索新的营销模式。就笔者的实践与认识,实施区域总经销制、组建区域销售子公司不失为一种适合当前营销实际的营销方式。
In 2000, the state implemented three deep-level structural reforms on the pharmaceutical industry. At the same time, the State Development Planning Commission and relevant departments jointly issued 13 reform supporting documents to further intensify the rectification of the industry. Coupled with China's WTO accession is a foregone conclusion, the government promised to allow foreign investment into the drug distribution channels in 2003, while substantially reducing the import tariffs on pharmaceutical products, pharmaceutical production, circulation environment will undergo major changes, more than 6300 domestic pharmaceutical companies, more than 16,700 Pharmaceutical wholesalers will face unprecedented competition and challenges. The traditional marketing system has gradually exposed the flaws, many large pharmaceutical manufacturers are trying to explore new marketing model. On the author's practice and understanding, the implementation of regional total distribution system, the formation of regional sales subsidiaries, after all, a suitable for the actual marketing of the actual marketing.