浅析我国医药企业处方药销售转型之路摘要随着我国医药行业的蓬勃发展与人口老龄化因素的影响，我国医药企业将拥有十分良好的发展前景——目前我国处方药销售额在全球药品销售市场中的约占65%的比重,在国内的药品销售市场占有的比率更是高达85%。面对如此诱人的前景，我国医药企业应该适时调整营销策略以迎接机遇。自2009年3月18日，国务院办公厅下发《医药卫生体制改革近期重点实施方案（2009-2011年）的通知》起，连续7年来中央接连出台多部通知或办法，加强了政府对药品招标、采购流程的约束力，逐步建立并完善药品价格形成机制……无不催生着我国医药企业处方药营销现状的变革。面对如此严峻的挑战，我国医药企业急需开辟出一条处方药营销新途径，完成自身的转型升级。本文对我国医药企业处方药营销的现状进行了概述与分析，提出目前我国处方药销售行业所存在的问题，并列举三类适合于本土医药企业的处方药营销策略。同时以湖北欧立制药有限公司处方药销售转型为案例，为我国医药企业向学术推广方向转型提出建议，希望能借此为其他企业提供参考，为我国本土医药企业的处方药营销带来新的机遇。关键词：处方药销售，学术推广，转型ShallowxiourcountrymedicineenterprisetransformationofprescriptiondrugsalesABSTRACTWiththedevelopmentofthepharmaceuticalindustryandthedegreeoftheagedphenomenonbecomingmoreseriousinourcountry,thepharmaceuticalenterpriseshasaveryprospectivefuture.Atpresent,thesalesoftheprescriptiondrugsdominatestheglobalbusinesswitha65percentmarketshare,andituptomorethan85percentinChina.Facedwiththetemptingprospect,thepharmaceuticalenterprisesneedadjustmarketingstrategies,tosuitableforthisopportunity.SinceMarch18,2009,theGeneralOfficeoftheStateCouncilpromulgatedthe“NoticeofthegeneralofficeoftheStateCouncilonmedicalandheahhcaresystemreformimplementationplan(2009-2011)Notice”,forsevenyears,thecentralsuccessivelycomeupwithanumberofnotification.Itbindingonboththedrugbiddingandpurchasingprocedure,andhasestablishedandimprovedonitsformationmechanismofdrugprice.ItproducesthereformoftheprescriptiondrugsellinginpharmaceuticalenterprisesinChina.Predictably,thecompetitionofourcountry'spharmaceuticalfieldwillbecruelerandfiercer.Facedwithsuchseriouschallenges,theintestinepharmaceuticalenterprisesneedtoexploitanewapproachforsellingprescriptiondrugsandcompletingtheupgradingareworthyofanalyzing.ThispapersummariesandanalyzesthepresentsituationoftheprescriptiondrugssellinginpharmaceuticalenterprisesinChinaandraisingtheexistingproblems,andproposesthreesuitableforlocalpharmaceuticalcompaniesofprescriptiondrugmarketingstrategy.Meanwhile,thispaperusesthetransformationofHubeiOulyPharmaceuticalCo.Ltd.asacase,analyzesthetransformationstrategyofthemodeloftheprescriptiondrugsselling.Hopethispapercanprovidereferenceforotherenterprises,andbringnewopportunitiesfortheprescriptiondrugssellinginpharmaceuticalenterprisesinChina.KEYWORDS：prescriptiondrugsselling，Academicpromotion，Transformation目录1导论..............................................................11.1研究背景....................................................11.2研究的目的与意义............................................21.3研究内容与方法..............................................21.3.1研究内容...............................................21.3.2研究方法...............................................32我国医药企业处方药营销现状及存在的问题............................42.1我国医药企业处方药营销模式现状..............................42.2存在的问题..................................................52.2.1分销体系...
