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Optimization Study on TSKF Marketing Strategy

Author: LiYuXuan
Tutor: WangBo
School: Tianjin University
Course: Business Administration
Keywords: Health care System reform Consumption mode OTC Marketing strategy
CLC: F426.72
Type: Master's thesis
Year: 2007
Downloads: 115
Quote: 0
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Abstract


Since 1996, the Chinese Government carried on the reform to the old health care insurance system in order to meet the needs of social development. The reform of health care is being deepened constantly, the change of consumer’s consumption habit has an enormous impact on medical market, and lead to the change has taken place in the medical market consumption mode.Through studying the change taking place in consumer behavior, we can find out that these changes embody in the medicines retail market to expand constantly mainly; OTC medicines change in the hospital and drugstore sales volume; Sell the change of the mode and change that consumers bought the medicines channel in the drugstore, change these reflect consumer medicines consumer behavior change trend on "serious disease go to the hospital, little disease to the drugstore "into from" serious disease little disease go hospital".The change of the consumer behavior has offered the opportunity to enterprises, through following analyzing of such progressive variation tendency to the medicines retail market, can make the medical enterprise managerial personnel in the present and fierce market competitive environment, fully understand market tendency, find and open up the potential market, to defining the developing direction of enterprises.Chapter one of this dissertation is the introduction, the medical production when have introduced health care reform to begin in chapter two and basic state of the business environment; Chapter three introduced focal point to the insurance system reform of health care; The change brought to enterprise’s development in health care reform states especially in chapter four; Chapter five summarized the background and goal of investigation and research, data collection, analysis and research course; The improved elaboration of company’s marketing tactics is in chapter six; Sought medical advice finally and treated the impact on medical trade of China of system reform of the hygiene insurance and stated briefly , how to the medical trade too to adapt to health care reform, have seized the opportunity and met challenge and put forward one’s own opinion.The innovation makes as follows: Has carried on market analysis to the medicines retail market and survey and study on the spot, the variation tendency that the medicines consumer behavior summarized out; put forward TSKF marketing strategy in conformity with turn of the market; Combined the concrete conditions of the medical market of our country finally,

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