医药企业营销管理中的风险及对策探讨--以“上海医药”为例

Discussion on Risk and Countermeasures in Marketing Management of Pharmaceutical Enterprises--T aking“Shanghai Pharmaceutical”as an E xample

营销管理是医药企业适应市场形势变化、在市场浪潮中发展壮大的必要举措。本文研究分析上海医药在营销管理中所存在的风险,对医药企业一些共性风险进行归纳总结,并针对性地提出相应的对策。研究发现,滥用市场支配地位、财务造假和潜在腐败问题是上海医药等药企的主要风险问题;为此,需要从政府立法、审计严查、企业自我净化、医药行业集采平台四个层面采取措施。本研究旨在给相关的医疗企业予以警示和启示,这对医药行业的健康发展乃至社会医疗体系的完善都有积极的作用。

Marketing management is a necessary measure for pharmaceutical enterprises to adapt to the change of market situation and grow in the market tide.This paper studies and analyzes the risks existing in the marketing management of Shanghai Pharmaceutical,summarizes some common risks of pharmaceutical enterprises,and puts forward corresponding countermeasures.The results show that abuse of dominant market position,financial fraud and potential corruption are the main risk problems of Shanghai Pharmaceutical and other pharmaceutical companies;To this end,measures need to be taken from four levels:government legislation,auditing,enterprise self-purification,and pharmaceutical industry collection platform.This study aims to give relevant medical enterprises a warning and enlightenment,which has a positive effect on the healthy development of the pharmaceutical industry and even the improvement of the social medical system.