[论文]葵花药业营销渠道改进研究

本科论文摘 要随着社会经济的不断发展，我国政府和社会都对医药行业密切关注。一方面，我国生育率降低，人口老龄化速度加快，环境污染严重，导致人们对药物的需求量增加。另一方面，国家卫生局决议对医药体系进行改革，为此制定了一系列医药改革政策，使得我国的企业面临巨大的竞争压力。在大环境下，企业要加强持久竞争力，对营销渠道的重视必不可少。本文以葵花药业为研究主体，结合国内外营销渠道相关理论和葵花药业的实际情况，通过分析葵花药业现有营销渠道，阐述了葵花药业营销渠道的基本状况，并指出相关问题，重点对营销渠道的改进设计提出具体的、可操作的措施方法。 希望通过本文的研究，能够提高葵花药业的企业竞争力，并为国内的药业相关企业提供一定的参考依据。关键词：营销渠道；渠道关系；渠道结构；渠道设计Abstract本科论文With the development of social economy，our government and society pay close attention to the pharmaceutical industry. On the one hand，China's fertility rate is decreasing，the population aging is speeding up，and the environment is seriously polluted，which leads to the increase of people's demand for medicines. On the other hand，the national health bureau has decided to reform the pharmaceutical system，so it has formulated a series of pharmaceutical reform policies，which makes Chinese enterprises face great competitive pressure. In the environment ， enterprises to strengthen the lasting competitiveness，the importance of marketing channels is essential.Based on sunflower pharmaceutical industry as the research subject，this paper combined with the related theory of marketing channel at home and abroad and the actual situation of the sunflower pharmaceutical industry，by analyzing the sunflower pharmaceutical existing marketing channels， this paper expounds the basic situation of the sunflower pharmaceutical marketing channels and points out related problems，focusing on marketing channel design improvements of concrete and worka...