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1、摘要随着国家医疗保险制度改革，医疗体制改革，医药流通体制改革和药品分类管理制度的实施，我国的医药生产、销售、流通、消费等均发生了巨大变化。对此企业迫切需要适用于处方药运作的营销理论和实用体系作指导，需要一套完整的处方药营销策略。本文站在欧立制药集团的角度，通过对处方药医院终端市场现状、处方药的营销渠道特点及公司状况的分析，指出了处方药营销渠道目前存在的误区及不足，提出了欧立制药处方药营销策略的选择。在处方药营销策略类型及特征分析和国外处方药新营销经验借鉴的基础上，提出欧立处方药营销渠道的转变方向
2、。最后，本文制定了欧立制药处方药营销策略的实施措施，实施学术性推广营销策略、针对医院终端的营销策略、针对患者终端的营销策略。本文的研究结果希望能为欧立制药集团的健康发展提供了良好的借鉴和帮助。关键词：处方药市场；关系营销；营销策略IVAbstractWiththereformofnationalmedicalinsurancesystem,medicalsystemreform,theimplementationofthemedicinecirculationsystemreformanddru
3、gclassificationmanagementsystem,ourcountrypharmaceuticalproduction,sales,circulation,consumptionhaveundergonetremendouschanges.Thisenterprisetheurgentneedtoapplytotheprescriptiondrugmarketingtheoryandpracticaloperationofthesystemasaguide,requiresacom
4、pletesetofprescriptiondrugmarketingstrategy.ThispaperstandsinOuliPharmaceuticalGrouppointofview,throughtheanalysisofmarketingchannelcharacteristicsandthestatusofthecompanytothestatusquo,terminalmarketofhospitalprescriptiondrugprescription,pointedoutt
5、heerrorsexistingprescriptiondrugmarketingchannelandtheinsufficiency,proposedtheOulipharmaceuticalprescriptiondrugmarketingmodechoice.Onthebasisofprescriptiondrugmarketingmodeandcharacteristicsanalysisandforeignnewprescriptiondrugmarketingexperience,p
6、utforwardtheOulichangedirectionofprescriptiondrugmarketingchannels.Finally,thispaperformulatedtheimplementationmeasuresofEuropeanlegislationmodeofpharmacyprescriptiondrugmarketing,marketingforacademicdevelopment,research,hospitalmarketingterminalofpo
7、pularsciencepropagandamarketingforpatientswithterminal.Theresultsofthisstudyhopetoprovidegoodreferenceandhelpforthehealthydevelopmentofpharmaceuticalgroupcanstandforeurope.Keywords：Prescriptiondrugmarket；Relationshipmarketing；MarketingstrategyV目录摘要..
8、..................................................................IVAbstract...................................................................V1绪论....................................................................11.1研究背景...........................
