摘 要
随着国家对医疗体制改革进程的迅速推广，药品集中招标采购，基本药物配
送制度，公立医疗机构改革等相关配套政策都已陆续出台。2009 年 7 月 24 号《医
疗卫生体制五项重点改革 2009 年度工作主要安排》由国务院郑重宣布，基本药
物招标制度正式实施。2013 年对基本药物的数量做了进一步调整，从 2009 年的
307 个品种增加到 2013 年 520 个品种，基药品种的增加意味着医药市场营销竞
争的加剧。由于药品的特殊性，基本药物制度规定农村基层医疗机构必须全部使
用基本药物目录中的药品，并且按照零差价销售，目录以外的药品一律不准在基
层医疗机构销售。造成政府强制性扩大中标产品在基层医疗机构的市场份额，同
时强行将未中标产品退出基层医疗市场，这就使得原有的药品市场营销渠道发生
了重大变化，尤其是未中标厂家，最显著的变化就是药店将取代医院成为药品的
重要销售渠道。济世药业是一家具有五十多年历史的中成药制药企业，属于国家
高新技术企业。目前医药市场的不断变化，济世药业现有的营销模式已制约了企
业的做大做强
本文结合济世药业现有的营销渠道为研究样本，运用营销理论，结合当前新
医改大形势，分析济世药业现有的营销渠道存在的优势和不足，对济世药业的营
销渠道提出新设想，同时通过对济世药业这个范本的研究，希望对我国现阶段医
药营销渠道模式有一定的参考意义
关键词:新医改 基本药物 营销渠道 OTC
Abstract
Along with the rapid promotion of medical system reform, the drug centralized
bidding and purchasing, the basic drug distribution system, reform of the public
medical institutions and other relevant supporting policies have been introduced. In
July 24, 2009 the 2009 annual work of medical and health system five key reform
main arrangement by the State Council formally announced the formal
implementation of the tender system, basic drugs. In 2013 the number of basic drugs
made further adjustments, increased from 307 in 2009 to 520 in 2013 varieties ,
increasing base drugs means that pharmaceutical marketing competition. Because of
the particularity of drugs, basic drugs system stipulated in rural primary medical
institutions must use all the basic drug catalogue of drug, and in accordance with the
zero profit sales, catalog sales outside of the drug are not allowed in the basic medical
institutions. The government mandatory bid in grassroots medical institutions to
expand product market share, and forced the unsuccessful products from the
grassroots medical market, which makes the drug marketing channel original has
undergone major changes, especially not the manufacturers, the most significant
change is the pharmacy will replace the hospital has become an important channel for
sales of drugs. Jishi pharmaceutical is a company with more than 50 years history of
traditional Chinese medicine pharmaceutical enterprises, which belongs to the
national high tech enterprise. Changing the current pharmaceutical market,
pharmaceutical existing marketing pattern Jishi has restricted the enterprises bigger
and stronger.
This paper combines with Jishi pharmaceutical exisiting marketing channel as
research samples, use of marketing theory, combined with the new medical situation,
analysis of existing pharmaceutical existing marketing channel advantages and
disadvantages, puts forward new idea of Jishi pharmaceutical marketing channel, at
the same time, through the study of Jishi medicine industry this template, hoping to
have certain reference significance the present stage of our country medicine
marketing chammel mode.
Keywords: The New Medical Reform basic drugs Marketing channeles
OTC