中小型医药企业的关系营销策略研究

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1、万方数据中小型医药企业的关系营销策略研究竞争优势，做好自身擅长的事，处理好不擅长的事，借助外部关系市场的资源进行专业化、区隔化的关系营销。关键词：医药企业；关系营销；关系策略；双鹭药业万方数据RESEARCHoNTHERELATIoNSHIPMARKETINGSTRATEGYoFSmLLANDMEDIUM．SIZEDPHARMACEUTICALENTERPRISESABSTRACTAtpresent，ourcountryisimplementingthereformofpharmaceuticalindustry，relatedtot

2、heupstreamanddownstreamindustrialchainareas．NationalimplementationofthenewGMP，GSPcertificationofenterpriseshavehigherrequirements．Inregulatingcompetitionorderandpurifythemarketingenvironment，wealeincreasingtheenforcementanti-commercialbriberyandanti-corruption，thussetof

3、fanewroundofwhiteanti—corruptionstorm．Intheaspectofcontrollingtheartificiallyhighdrugprices，someregionsbegintoimplementthe”twovotes”controlmechanism，inordertOreducethecirculationofmedicines．Ourcountryadoptmorestringentcontrolmeasuresinthemedicalinsurancepayment，andalsob

4、ymeansofadministrativeinterventiondirectlyreducedtheretailpricesofpharmaceuticals．Themulti—prongedreformpoliciesmakegreateffectsontheenterprisesupplychainandvaluechain，and，bythevirtueoftheproducts，capital，brand，publicrelations，abilitytoobtainresourcesandotheradvantages，

5、largepharmaceuticalenterprisesathomeandabroadcantaketimeforthestatemacro．COⅡtrolpoliciesandpharmaceuticalmarketreform，butthedomesticsmallandmedium．sizedpharmaceuticalcompaniesarenotSOlucky，survivalsituationisnotoptimistic．hlthemarketcompetition．domesticandforeignlarge—s

6、calepharmaceuticalenterprisesattackcitiesandcaptureterritoriesthroughtheskillfulapplicationof4Pstheory，marketshalecontinuestoincrease，incontrast，marketshareofthesmallandmedium．sizedpharmaceuticalenterprisegraduallyreduced，andbecauseofincreasedriskofticketsandrisingcosto

7、fthemedical，adapting”goldsales”marketingstrategyhasbecomeincreasinglydifficult，takingasinglemarketingstrategyisnolongeradapttothedevelopmentofmedicalmarket，theyneedforchange．RelationshipmarketingisproposedintwentiethCentury80timeofservicemarketing，andhasbeensuccessfully

8、appliedinmanyfields．Inordertoadapttomarketcompetition．itISthemostappropriatechoiceforsmallandmedium—sizeddomes