大连理工大学专业学位硕士学位论文
摘
要
医药欧亿·体育（中国）有限公司是我国国民经济中不可缺少的重要组成部分，“十四五”规划和2035年
远景目标纲要围绕“构建强大公共卫生体系、深化医药卫生体制改革、健全全民医保制
度、推动中医药传承创新、建设体育强国以及深入开展爱国卫生运动”六大方面对我国
卫生健康领域进行了总体安排。在时代发展浪潮中，医药欧亿·体育（中国）有限公司处于机遇与挑战并存的时
代，无论是“十四五”期间医药欧亿·体育（中国）有限公司步入黄金发展赛道，还是人口老龄化不可逆到来，
以及国家政策持续支持，都为医药欧亿·体育（中国）有限公司顺风发展带来重大利好。同时，随着同赛道竞争
日趋激烈，加之医药欧亿·体育（中国）有限公司向“第三终端市场”下行开拓，也给医药欧亿·体育（中国）有限公司带来巨大挑战。
T中药制药公司必须乘势而为，抓住历史机遇，迎接各类挑战。近两年，在复杂多变的
市场环境下，T中药制药公司营销渠道存在营销渠道结构不合理、渠道成员选择不科学、
渠道人员激励不到位等问题，严重制约公司的营销发展。如何在当前复杂多变的医药环
境中脱颖而出，找准企业营销渠道存在问题，优化企业现有营销渠道设计、加强渠道成
员管理是公司目前亟待解决的问题。
本文采用案例研究法，以T中药制药公司为研究对象，在充分了解公司所处欧亿·体育（中国）有限公司现
状及企业环境的基础上，结合公司营销渠道现状存在问题，梳理公司营销渠道存在问题
的三个典型案例，运用战略分析方法及营销渠道结构、营销渠道成员选择、营销渠道成
员激励等相关理论，找准公司营销渠道存在问题，分析存在问题产生的原因，并针对公
司渠道结构、渠道成员选择和渠道成员激励方面存在问题提出营销渠道优化设计思路，
为公司突破营销瓶颈提供切实可行的解决方案。
“得渠道者得天下”，通过本论文研究，得出T中药制药公司营销渠道优化方案，
不但有助于提升企业效益，增强其市场竞争力，也有助于为国内其他民营药企制定合理
营销渠道策略提供参考依据。
关键词：中医药营销；营销渠道；案例研究
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T中药制药公司营销渠道案例研究
Case Study on Marketing Channel of T Chinese Medicine Pharmaceutical
Company
Abstract
The pharmaceutical industry is an indispensable part of China's national economy. The
14th Five Year plan and 2035 vision makes overall arrangements of our country’s hygiene and
health filed outlining around "building a strong public health system, deepen the reform of the
pharmaceutical and health care system, constructing a sound system of universal health care,
encouraging innovation in the inheritance of traditional Chinese medicine, and intensifying the
construction of sports power patriotic health campaign". Under this background, the better
development of pharmaceutical industry is both an opportunity and a challenge. In the past two
years, under the complex and changeable market environment, the marketing channel of T
Company faced the problems of single marketing channel structure, weak control of its channel,
low loyalty of its staff, which seriously restricts its marketing development. Therefore, it is
urgent and important to identify the existing problems of enterprise marketing channels, to
optimize the design of the existing marketing channels, and to strengthen the management of
channel members in the current complex and changing medical environment.
In this paper, we use the case study method, taking T traditional Chinese medicine
Pharmaceutical company as our research object. In the full understanding company industry
status quo of the macro, micro environment, by analyzing three typical cases of the company
using, strategic analysis method and relevant theories of marketing channel, this paper focuses
on the company marketing channel problems and puts forward marketing channel optimization
design scheme for the company to break through the marketing bottleneck to provide practical
solutions.
"The one who gets the channel wins the world". Through our research, the marketing
channel optimization scheme of T Chinese Medicine Pharmaceutical Company is obtained,
which not only helps to improve the enterprise’ efficiency and enhance its market
competitiveness, but also helps to provide reference for other domestic private pharmaceutical
enterprises to develop reasonable marketing channel strategies.
Key Words：Marketing for traditional Chinese Medicine; Marketing channel; Case
study
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论.............................................................................................................................. 1
1.1 研究背景和意义............................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究意义................................................................................................ 2
1.2 研究思路和内容............................................................................................... 3
1.2.1 研究思路................................................................................................ 3
1.2.2 研究内容................................................................................................ 3
1.3 研究方法和技术路线....................................................................................... 4
1.3.1 研究方法................................................................................................ 4
1.3.2 技术路线................................................................................................ 4
2 案例正文...................................................................................................................... 6
2.1 公司简介........................................................................................................... 6
2.1.1 公司的发展概况.................................................................................... 6
2.1.2 公司的主营业务.................................................................................... 8
2.1.3 公司的营销战略及营销渠道介绍........................................................ 9
2.2 欧亿·体育（中国）有限公司背景......................................................................................................... 13
2.2.1 国家政策环境...................................................................................... 13
2.2.2 我国中医药欧亿·体育（中国）有限公司现状.......................................................................... 14
2.2.3 渠道成员需求特征.............................................................................. 15
2.3 竞争对手渠道现状......................................................................................... 16
2.3.1 云南白药渠道现状.............................................................................. 16
2.3.2 昆药集团渠道现状.............................................................................. 18
2.4 顾客需求特征................................................................................................. 19
2.5 公司营销渠道困境......................................................................................... 20
2.5.1 倚重代理的渠道结构.......................................................................... 20
2.5.2 错选的“王牌”中间商...................................................................... 22
2.5.3 频繁跳槽的医药代表.......................................................................... 23
3 案例分析.................................................................................................................... 26
3.1 营销渠道相关理论综述................................................................................. 26
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。。。以下略