刍议新医改政策对制药企业药品营销的影响

The Influences of the New Medical Reform Policy to Pharmaceutical Companies in Durg Marketing

近年来,我国医药行业有很大发展,消费保持高速增长,但仍然存在制药企业规模小、研发弱、市场集中度低,药品流通领域"多、小、散、乱"等问题。新医改对制药企业的药品销售从产品、价格、渠道和促销等方面都带来影响。制药企业要认真研读此次新医改相关政策和文件,规避新医改政策给企业造成的不利影响,并利用此次医改的时机和国家对医药行业进行结构调整的机会,从战略层面上来研究和寻求对策。

In recent years, the pharmaceutical industry has made great progress with high-speed growth of drug consumption. However, there are still small-scaled pharmaceutical companies with weak research ability and low market concentration; in addition, the drug dis-ribution channels are excessive, small, scattered, and disordered. The new medical reform exerts influences to pharmaceutical companies in drug marketing in terms of products, price, distribution channels and sales promotion. Pharmaceutical companies need to study the pohcy and documents of this new medical reform, avoiding the adverse impact; and make use of the timing of this medical reform as well as the opportunity of pharmaceutical industry structural adjustment to make a research fi＇om the strategic perspective and seek for solutions.