浅析我国药品代理制的现状及其演变

The Status and the Future Evolution of the Drug Agency Pattern In China

目的:探索药品代理制的现状及其未来的演变趋势。方法:介绍我国药品代理制的产生,并分析药品代理制的特征和存在问题,指出未来药品代理制的演变趋势。结果:现今的药品代理制已经不适合当前的医药环境,未来将呈现某些新的特征。结论:未来的药品代理制,厂商和代理商将更加注重共同的战略利益;厂商将深入营销领域;学术推广和品牌推广将成为未来药品促销的主要形式;新药和品牌药品将成为代理市场的主导品种。

Objectives： To analyze and discuss the status and the future evolution of the Drug Agency Pattern （DAP） . Methods： Firstly, this paper introduces the emergence and the characteristics of DAP in our country. The problems in the current DAP are also discussed as well. In the end, the paper points out the tendency of DAP. Results ： The nowadays Drugs Agency Patten has not been fit for the macro-envlronment and it will present certain new characteristics. Conclusion： In future DAP, drugmakers and agents will focus more on common strategic interests than ever. Drugmakers should participate in the marketing areas. Academic promotion and branding will become the major forms of pharmaceutical marketing, New drugs and brand medicine are going to dominate the agent market.