項目八 醫(yī)藥產(chǎn)品渠道策略Program Pharmaceutical Product Channel Strategy

項目八醫(yī)藥產(chǎn)品渠道策略Program8PharmaceuticalProductChannelStrategy醫(yī)藥產(chǎn)品分銷渠道內(nèi)涵、設(shè)計及分銷渠道管理工作的基本內(nèi)容Connotation,designandbasicmanagementcontentofpharmaceuticalproductdistributionchannel醫(yī)藥產(chǎn)品分銷渠道的分類和醫(yī)藥產(chǎn)品渠道的管理。Classificationofpharmaceuticalproductdistributionchannelsandmanagementofpharmaceuticalproductchannels掌握Master熟悉Familiar教學(xué)目標TeachingObjectives知識目標KnowledgeObjectives醫(yī)藥產(chǎn)品營銷實踐中設(shè)計、選擇適當?shù)姆咒N渠道Designandselectionofappropriatedistributionchannelsinpharmaceuticalproductmarketingpractices具體分銷渠道運營中出現(xiàn)的問題Problemsappearinginspecificdistributionchanneloperation解決問題的對策Solutionstotheproblems學(xué)會Learn發(fā)現(xiàn)Find提出Propose教學(xué)目標TeachingObjectives能力目標CompetenceObjectives思維導(dǎo)圖MindMap任務(wù)一醫(yī)藥產(chǎn)品分銷渠道理解Task1UnderstandingofPharmaceuticalProductDistributionChannel一、醫(yī)藥產(chǎn)品分銷渠道內(nèi)涵I.ConnotationofPharmaceuticalProductDistributionChannel（一）醫(yī)藥產(chǎn)品分銷渠道的概念(i)ConceptofPharmaceuticalProductDistributionChannel指醫(yī)藥產(chǎn)品從醫(yī)藥生產(chǎn)企業(yè)向消費者轉(zhuǎn)移過程中所經(jīng)過的途徑，包括一切取得其所有權(quán)或幫助轉(zhuǎn)移其所有權(quán)的商業(yè)組織和個人。Itreferstothewayforapharmaceuticalproducttotransferfrompharmaceuticalmanufacturerstoconsumers,includingallcommercialorganizationsandindividualsthatobtainitsownershiporhelptransferitsownership.

一、醫(yī)藥產(chǎn)品分銷渠道內(nèi)涵I.ConnotationofPharmaceuticalProductDistributionChannel（二）藥品分銷渠道的功能(ii)FunctionofDrugDistributionChannel銷售與促銷Salesandpromotion整買零賣Buywholesaleandsellretail

倉儲與運輸Storageandtransportation

融資功能Financingfunction風(fēng)險承擔Risktaking信息溝通Informationcommunication一、醫(yī)藥產(chǎn)品分銷渠道內(nèi)涵I.ConnotationofPharmaceuticalProductDistributionChannel渠道成員準入資格高Highaccessqualificationforchannelmembers選擇渠道類型的自由度相對較小Relativelylittlefreedominchoosingchanneltypes特殊管理的藥品壟斷經(jīng)營Speciallymanageddrugmonopoly（三）醫(yī)藥產(chǎn)品分銷渠道的特點(iii)CharacteristicsofPharmaceuticalProductDistributionChannel二、醫(yī)藥產(chǎn)品分銷渠道構(gòu)成II.ConstitutionofPharmaceuticalProductDistributionChannel（一）醫(yī)藥產(chǎn)品分銷渠道的流程(i)FlowofPharmaceuticalProductDistributionChannel實體流程Physicalflow所有權(quán)流程Ownershipflow促銷流程Promotionflow資金流程Fundingflow信息流程Informationflow二、醫(yī)藥產(chǎn)品分銷渠道構(gòu)成II.ConstitutionofPharmaceuticalProductDistributionChannel（二）醫(yī)藥產(chǎn)品分銷渠道的類型(ii)PharmaceuticalProductDistributionChannelTypes課堂討論ClassroomDiscussion分析不同類型的醫(yī)藥產(chǎn)品分銷渠道適用于哪類醫(yī)藥產(chǎn)品（處方藥、非處方藥、保健品、醫(yī)療器械等）的銷售？Analyzethedistributionchannelsfordifferenttypesofpharmaceuticalproducts(prescriptiondrugs,OTCdrugs,healthcareproducts,medicaldevices,etc.)小結(jié)Summary抽一名同學(xué)進行