5.17余灵锋 初稿改

本科生毕业论文

浅析电子商务给药品营销带来的影响 ——以海虹医药电子商务网为例

Analysis of Eleotronic Commerce on the Influence of

Pharmaceutical Marketing

Haihong Medicine Electronic Commerce Network as an

Example

学生姓名 所在专业 所在班级 申请学位 指导教师 副指导教师 答辩时间

杨菁

余灵锋 工商管理 2008工商二专 管理学学士

职称 职称

讲师

2012年6月2号

[键入文字]

目录

目录

摘 要 ............................................................................................................I ABSTRACT.................................................................. 错误！未定义书签。 1 引言 ......................................................................................................... 1 1.1研究的背景 .......................................................... 错误！未定义书签。 1.2研究的目的及意义 ............................................................................... 1 1.3研究的方法 ........................................................................................... 2 2 传统药品营销现状 .................................................................................. 2 2.1传统药品的营销模式 ......................................................................... 2 2.2从4P角度分析传统药品的营销策略（以三精制药公司为例） ............ 4 2.2.1产品策略 ......................................................................................... 4 2.2.2价格策略 ......................................................................................... 5 2.2.3渠道策略 ......................................................................................... 5 2.2.4促销策略 ......................................................................................... 6 2.3传统药品营销存在的弊端 ................................................................... 6 3在电子商务条件下药品的营销 .................................................................. 7 3.1从4C角度分析药品电子商务营销现状 ............................................... 7 3.1.1顾客的欲望与需求 .......................................................................... 8 3.1.2满足欲望与需求的成本................................................................... 8 3.1.3方便购买 ......................................................................................... 9

目录

3.1.4加强沟通 ......................................................................................... 9 3.2药品在电子商务条件下存在的优势 .................................................... 9 4就海虹医药电子商务网分析电子商务对药品营销的影响 ....................... 12 4.1海虹医药电子商务网的概况 ................................................................ 12 4.2海虹医药电子商务网使电子商务与传统药品营销得到了整合 ......... 12 4.3电子商务条件下，药品消费者行为发生了改变 .............................. 13 5结束语 ...................................................................................................... 14 鸣谢............................................................................................................. 15 参考文献 ..................................................................................................... 16

摘要

摘 要

随着现代网络信息技术水平的不断提高，电子商务在我国得到了非常迅速的发展。许多企业已经将企业的核心流程、客户关系管理等都延伸到Internet上,使产品和服务更贴近用户需求。我国医药市场的运营模式和流通体制要向低成本、高效率和高透明度的方向发展，电子商务将是促进医药流通的必然趋势。也就是说，在互联网普及程度极高的今天，要把药品营销出去，发展好药品电子商务将是必要的。

本文首先分析了我国传统的药品营销现状，指出传统的药品营销存在的弊端，并分析了药品营销对电子商务业务需求。再系统地展示我国现在电子商务条件下药品营销的现状，和传统的药品营销做对比，突出电子商务给药品营销带来的好处。最后本文将以海虹电子商务网为例，作一个电子商务影响药品营销实证分析。

关键词：电子商务；药品营销；影响

I

ABSTRACT

ABSTRACT

With the development of modern network information technology, e-commerce in China has been developing very rapidly. Many companies have the company’s core processes, customer relationship management and so on to the Internet, to make products and services closer to users’ needs. Chinese pharmaceutical market business model and distribution system to the low-cost, high efficiency in the direction of e-commerce will be an inevitable trend for the medical circulation. In other words, in the high popularity of the Internet today to pharmaceutical marketing out, the development of drugs e-commerce will be necessary.

This paper first analyzes Chinese traditional pharmaceutical marketing, then to point out the drawbacks of it, at last, analyzes pharmaceutical marketing e-commerce business needs. To systematically show Chinese status of e-commerce under the conditions of pharmaceutical marketing, compared with traditional pharmaceutical marketing, highlighting the benefits of e-commerce to pharmaceutical marketing. Finally, this paper will be base on Hai Hong e-commerce network, for an e-commerce affect the empirical analysis of pharmaceutical marketing.

KEYWORDS: E-commerce; Pharmaceutical Marketing; Affect

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