摘 要
自上世纪80 年代初年第一家外资制药企业华瑞进入中国市场以来，
全球著名的制药企业相继在华投资建厂，建立营销网络，推广产品。销
售队伍通常占外资制药公司80％以上员工，销售业务和市场占有率的持
续增长是各大药厂的生存之本，销售队伍的管理成为公司正常运营的核
心。随着中国加入WTO 给外资制药企业带来的机遇，为了获取最大业
务和利润，各大制药公司从战略发展的层面加大对销售队伍管理的投
入，以期提高销售队伍的绩效。

阿斯利康是全球第四大制药公司，财富全球500 强之一，为了提高
销售队伍的绩效，建立最强大的销售队伍，阿斯利康中国应用了全球先
进的SFE 理念，并引进ETMS 系统，旨在2004 年成为欧亿·体育（中国）有限公司内最具有吸
引力的公司和高成长的公司。本文旨通过对阿斯利康销售队伍管理思路
及模式的分析研究，探索外资制药企业在销售队伍的目标和战略、组织
结构、薪酬设计、招聘、培训、监督、激励、绩效评估等方面的最佳模
式。

本文的结论是：外资制药企业通过建立先进的销售队伍管理模式，
并引入销售队伍有效性理念及电子区域化管理系统，能有效提高销售队
伍的绩效，成为市场的领导者。

关键词 销售队伍;管理模式
ABSTRACT
Since the first foreign investment pharmaceutical enterprise came into
China in 1982, most of global famous pharmaceutical enterprise has come
into China to build factory and sales network. Sales force team is 80% of total
headcount. The continuing increasing of sales business and market share is
the most important factor of the enterprise, and sales force management is
also the core of company operation. According to China’s Joining into WTO,
great opportunity will be given to foreign investment pharmaceutical
enterprise though competition has also gotten greater and greater, so how to
build the most efficient sales force to attract and maintain talent is the most
critical factor of their success within China’s special medicine marketing
environment.
AstraZeneca is the fourth pharmaceutical enterprise of the world, one of
the Fortune 500 biggest enterprises. In order to improve sales force efficiency,
AstraZeneca apply the most advanced SFE mindset and ETMS (electronic
territory management system) to ensure to meet its ambition in 2004 in China.
The purpose of this article is how to build the most appropriate sales force
model regarding goal and strategy, organization structure, salary, recruitment,
training, control, motivation, performance assessment in foreign investment
pharmaceutical enterprise in China according to AstraZeneca management
model.
The conclusion of this article is foreign investment pharmaceutical
enterprise may improve its efficiency and ensure business development with
high speed according to apply SFE and ETMS in sales force in China.
KEY WORDS sales force;management model