探究新医改政策下医疗器械企业的营销渠道建设——以华润山东医药公司为例

Construction of Marketing Channels of Medical Device Enterprises under the New Medical Reform Policy--Taking China Resources Shandong Pharmaceutical Company as an Example

新医改政策的提出,使医药市场出现了相当大的改变。在医药卫生体制改革不断推进的情况下,医疗器械行业有着良好的发展趋势,但是也遇到了许多阻碍。本文采用调查的方法,研究了医疗器械企业的情况,掌控了医疗器械企业的发展情况。本文运用波特五力分析模型和华润山东医药公司的营销数据,联系营销渠道的相关理论,并且将其和医疗器械行业的具体情况进行联系,确定营销渠道的优势,并且提出对应的不足,最终提出有效的解决措施。

The introduction of the new medical reform policy has caused considerable changes in the pharmaceutical market.With the continuous advancement of the medical and health system reform,the medical device industry has a good development trend,but it has also encountered many obstacles.This paper uses the method of investigation to study and master the development of medical device enterprises,uses Porter's Five Forces Analysis Model and the marketing data of China Resources Shandong Pharmaceutical Company,combined with the relevant theories of marketing channels and the specific situation of medical device industry,determines the advantages of marketing channels,proposes the corresponding deficiencies,and finally puts forward effective solutions.