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华中科技大学硕士学位论文制药企业营销渠道案例分析姓名：刘凡申请学位级别：硕士专业：工商管理指导教师：夏新平20080428IIIAbstractWiththegradualimprovementoflivingstandardsofcommunity,themedicineexpensehasagreatincrease,andtheincreasingdegreeisfarlargerthanthatofGDP.ItispredictedthatChinawilltakeplaceofU.S.Atobethelargestmarketofmedicineproductintheworldby2020.Enormousmarketattractalargemountofinvestment,themedicineenterpriseofthetop50intheworldallhaveenteredChinesemarketbyaloneorjoint-venturewaythatcausefierceunpredictedcompetitioninChinesemedicinetrade.Inmarketconditionoftheincreasinglyintensecompetition,marketingchannelstobeamoreandmoreimportantexteriorresourceswhichneedmanyyearstobuildingandhardlycopybycompetitor.Theimportanceofmarketingchannelsisequaltosomeinteriorresources:capabilityofmanufactureandresearch.Marketingchannelsisapartofkeycompetitivestrengthofenterprise.Todevelopmentofourmedicinemarketandtacklingthecompetitionofforeigncompanies,itnecessarytostudyourmedicinemarketingchannelscarefullyandthoroughly.FrompracticalconditionofourCountrymedicinemarketingchannel,thisarticleelucidatestheoryofmarketingchannels,introducesconceptofmarketingchannelsanddevelopmentofChinesemedicinechannel,analysiscurrentsituationandmarketingmodelofmedicinecompanymarketingchannels,andposequestion.Inthelast,thoughtheHTcompanycasewhichisintroducedit’smanagesituation,weanalysisanddiagnosistheirmarketingchannels,thenproposehowtoconstructnewchannelandgiveeightadvicebyprincipalofmarketingchannels,e.g.,establishsupervisionbranch,straightmarketingchannel.Thisthesisstudymedicineenterprisehowtoconstructmarketingadministersystem,howtoestablishutilitymarketingchannelsandconsummateadministersystembyanalysismethodofgeneraltounusualinnewconditionofmarketcompetition.WeproposenewmethodtoconstructmarketingchannelsofourCountrymedicinecompany.KeyWords:MarketingchannelChannelmanagementMedicineprofession_____“”111.121.231.341234HT5HT1-1522.162.2782.39101133.13.1.1.19491984123.1.219841995133.1.3199520003.1.42000143.23.2.13.2.215GoodManufacturingPractice16173.33.3.13.3.2183.3.3193.3.4203.3.521223.43.4.123243.4.225263.4.327284HT4.1HT4.1.1HT4.1.2HT294.2HT304.33132335HT5.1345.2ANYALKXATBL35365.35.3.1375.3.2385.3.35.3.4394041425.3.5435.3.6445.3.7455.3.846474849[1]..2002,(94):3-4[2]..:2001:14-16[3]Coughlan.Marketingchannels.UpperSaddleRiver,2001,6(1):86-117[4]BertRosenbloom.MarketingChannels.AManagementview,1983,7(3):196-204[5]..2002,4(3):56-61[6]..2002,(16):78-80[7]..2001,3(43):2-3[8]..,2003,2(12):78-82[9]..2002,(10):46-49[10]..,2007,(1022):9-10[11]..,2003,(29):46-50[12]..2004,(40):56-61[13].2002:54-57[14]..2001:221-223[15]ValarieA.Zeithaml&MarryJoBitner.ServicesMarketing,1998,(66):45-50[16]..2002,(61):56-57[17].:.2003,(564):4-5[18]..2000,(96):89-91[19]SandyJap.Marketingchannelsreadings.SloanSehoolofManagementatMIT1999,(45):36-39[20]..2000,(56):49-5350[21],..,2007,(03):74-75[22]...:,2005:11-14[23]C.BrooklynDerr.OrganizationalConflictCollaboration.JournalofMarketing,1985,(45):32-46[24]KevinD,Bradford,Anne.Managingconflicttoimprovetheeffectivenessofretailnetworks.JournalofRetailing,2004,(55):181-195[25]..,2002,(9):36-39[26]JPaulpeter.JamesHDomne11y.MarketingManagementKnow1edgeandSkills.JournalofRetailing,1998,(20):31-36[27]CoughlanErinAndersonLouisW.Stemetal.AComprehensiveReadingCourseinInternationalTradeEconomiCS.MarketingChannels,2001,(51):55-61[28]Weathers,PeterDaniel.Purchasechannelandproductcharacteristiceffectsonconsumerriskperceptions.UniversityofSouthCarolinaPh.D.degreepaper,2002,(45)131-134[29]..,2006,(5):17-20[30],..,1999,(2):109-110[31]..,2003,03:167-177[32]HartleyR.A.SalesmanagementtoManagementofsales.MarketingEducationGroup1994,(92):23-27[33]PhilipKotler.MarketingManagement.PrenticeHall,1997,(58):78-82[34]ChaseR.B.AquilanoN.J.JcaobsF.R.OperationsManagementofCompetitiveAdvantage.McGrawHillCompany,2001,(78):75-81[35]..,2000:345-349[36].OTC.2002:231-236[37]..2003,(754):14-15[38]..,2001,(6):68-69[39],,.,20067(17):551-55551[40]V.K.RanganB.P.ShaPiroR.T.MoriartyJR.BusinessMarketStrategyCasesconceptandAppiication.McGrawHill,1995,(70):121-125制药企业营销渠道案例分析作者：刘凡学位授予单位：华中科技大学本文链接：