項目三 Program 醫(yī)藥營銷環(huán)境分析 Pharmaceutical Marketing Environment Analysis

項目三Program3醫(yī)藥營銷環(huán)境分析PharmaceuticalMarketingEnvironmentAnalysis思維導(dǎo)圖MindMap學(xué)習(xí)目標(biāo)LearningObjectives掌握Master醫(yī)藥市場營銷環(huán)境的含義Meaningofpharmaceuticalmarketingenvironment醫(yī)藥市場營銷宏觀環(huán)境Pharmaceuticalmarketingmacro-environment微觀環(huán)境以及消費(fèi)者購買行為對市場營銷活動的影響Theinfluenceofmicro-environmentandconsumerpurchasebehavioronmarketingactivities學(xué)習(xí)目標(biāo)LearningObjectives了解醫(yī)藥市場營銷環(huán)境的特點及市場營銷環(huán)境分析的意義，消費(fèi)者的購買模式和決策過程為后續(xù)學(xué)習(xí)奠定基礎(chǔ)。Knowthecharacteristicsofpharmaceuticalmarketingenvironmentandthesignificanceofmarketingenvironmentanalysis,consumers'purchasingpatternsanddecision-makingprocess,tolayafoundationforfollow-uplearning.熟悉醫(yī)藥市場營銷環(huán)境的分析方法。Befamiliarwithanalysismethodsofpharmaceuticalmarketingenvironment.目錄ContentsCONTENTS醫(yī)藥市場營銷宏觀環(huán)境1.PharmaceuticalMarketingMacro-environment2.醫(yī)藥市場營銷微觀環(huán)境2.PharmaceuticalMarketingMicro-environment3.醫(yī)藥消費(fèi)者分析3.PharmaceuticalConsumerAnalysis4.醫(yī)藥營銷環(huán)境SWOT分析4.PharmaceuticalMarketingEnvironmentSWOTAnalysis5.醫(yī)藥組織市場購買行為分析5.PharmaceuticalOrganizationMarketPurchaseBehaviorAnalysis任務(wù)二醫(yī)藥微觀環(huán)境分析Task2PharmaceuticalMicro-environmentAnalysis醫(yī)藥市場營銷微觀環(huán)境PharmaceuticalMarketingMicro-environment顧客Customers供應(yīng)商Suppliers營銷中介Marketingintermediaries競爭者Competitors公眾Public企業(yè)內(nèi)部Inner-enterprise一、企業(yè)內(nèi)部I.Inner-enterprise生產(chǎn)部門Productiondepartment采購部門Purchasingdepartment研究與開發(fā)部門Researchanddevelopmentdepartment財務(wù)部門Financedepartment市場營銷部門Marketingdepartment企業(yè)內(nèi)部各部門、各層次分工是否科學(xué)。Whetherthelabordivisionofvariousdepartmentsandlevelswithintheenterpriseisscientific,協(xié)作是否和諧，有沒有“人和”的氣氛是企業(yè)營銷活動的一個內(nèi)在的、重要的因素。whetherthecooperationisharmonious,andwhetherthereisa"harmoniousrelationship"atmosphereareanintrinsicandimportantfactorofenterprisemarketingactivities.二、供應(yīng)商II.Suppliers供貨渠道Supplychannel供貨的穩(wěn)定性與及時性Stabilityandtimelinessofsupply供貨價格Supplyprice供貨的價格變動Pricechangeofsupply

供貨質(zhì)量Supplyquality

供貨的質(zhì)量水平Qualitylevelofsupply

指向醫(yī)藥企業(yè)及其競爭者提供生產(chǎn)產(chǎn)品和服務(wù)所需資源的企業(yè)或個人Itreferstoenterprisesorindividualsthatprovideresourcesneededtoproduceproductsandprovideservicesforpharmaceuticalenterprisesandtheircompetitors三、營銷中介III.MarketingIntermediaries營銷中介是指協(xié)助醫(yī)藥企業(yè)將其產(chǎn)品促銷、銷售和配銷給最終購買的企業(yè)或個人。Marketingintermediariesreferstoenterprisesorindividualsthatassistpharmaceuticalenterprisestopromote,sellanddistributetheirproductstofinalbuyers,包括中間商、儲運(yùn)商、營銷服務(wù)機(jī)構(gòu)和金融中間機(jī)構(gòu)。

includingmiddlemen,storageandtransportationmen,marketingserviceagenciesandfinancialintermediaries.三、營銷中介III.MarketingIntermediaries代理、批發(fā)商、零售商等Agents,wholesalers,retailers,etc中間商Middlemen

協(xié)助儲存貨物并把貨物從產(chǎn)地運(yùn)送到目的地的組織Anorganizationthatassistsinstoringandtransportinggoodsfromtheplaceoforigintothedestination

貨物儲運(yùn)商Storageandtransportationmen

營銷調(diào)研公司、廣告公司、傳媒機(jī)構(gòu)等Marketingsurveyagencies,advertisingagencies,mediaagencies,etc

營銷服務(wù)商Marketingserviceprovider

s銀行、信貸公司、保險公司等Banks,creditcompanies,insurancecompanies,etc金融機(jī)構(gòu)Financinginstitutions

四、競爭者IV.Competitors從消費(fèi)需求來看，企業(yè)必需面對四類競爭者Fromtheperspectiveofconsumerdemand,enterprisesmustfacefourtypesofcompetitors欲望競爭者Desirecompetitors種類競爭者Categorycompetitors形式競爭者Formcompetitors品牌競爭者Brandcompetitors四、競爭者IV.Competitors提供不同產(chǎn)品以滿足不同需求的競爭者Competitorsthatofferdifferentproductstomeetdifferentneeds欲望競爭者Desirecompetitors提供不同的產(chǎn)品以滿足相同需求的競爭者Competitorsthatofferdifferentproductstomeetthesameneeds種類競爭者Categorycompetitors生產(chǎn)同類但規(guī)格、型號、款式不同產(chǎn)品的競爭者Competitorswhoproducesimilarproductswithdifferentspecifications,modelsandstyles形式競爭者Formcompetitors生產(chǎn)相似產(chǎn)品，并且規(guī)格、型號、式樣也相似的競爭者Competitorsthatproducesimilarproductswithsimilarspecifications,modelsandstyles品牌競爭者Brandcompetitors五、公眾V.Publics公眾Publics政府公眾Governmentpublics01維權(quán)公眾Rightsprotectionpublics02當(dāng)?shù)毓奓ocalpublics03一般公眾Generalpublics04媒體公眾Mediapublics05金融公眾Financialpublics06六、顧客VI.Customers消費(fèi)者市場Consumermarket1組織市場（生產(chǎn)者市場、中間商市場、政府市場、國際市場）Organizationalmarkets(producermarket,middlemanmarket,governmentmarketandinternationalmarket)2醫(yī)藥企業(yè)的一切營銷活動都是以滿足顧客的需求為中心。因此，顧客是醫(yī)藥營銷最重要的環(huán)境因素Allmarketingactivitiesofpharmaceuticalenterprisesarecenteredonmeetingcustomers'needs.

Therefore,customer