2012年工程造价管理基础理论与相关法规预测押题.doc

《2012年工程造价管理基础理论与相关法规预测押题.doc》由会员分享，可在线阅读，更多相关《2012年工程造价管理基础理论与相关法规预测押题.doc（19页珍藏版）》请在装配图网上搜索。

1、医药招商模式发展创新之道的方向性思考（Direction thinking of developing and innovating the mode of medical investment）In the 10 year of hard work of pharmaceutical marketing circles, which is half of the time to the dedication to the business model based enterprises, from the brand marketing, to the first-line market p

2、ersonally surgeon from the overall operational management, grassroots organizations to investment minister post, I can taste the sweet and bitter . Recently, watching some of the business model on the change of thinking, aroused my deep thinking on business model the current environment of the whole

3、 and the future development of the road of innovation. Now the train of thought is sorted out to form a text for fellow criticism and correction.At present, there is no unified concept about the investment model in the marketing field. From the development process of the marketing mode, investment m

4、ode early development is often misunderstood as money and short-lived business, especially some of the less reputable workshops enterprises, the main sales platform is nothing more than a few times in a scale ranging from fair, crunching and there is no effective customer service service system, not

5、 to mention the long-term development strategy; with the domestic large and medium-sized enterprises involved, after entering in 2000, some enterprises began to keen branding Jiangxi Renhe as all varieties of investment enterprises, in recent years in the operation of the brand on the road of one st

6、ep ahead not only, become a leader in the mode of operation of enterprises, and even the entire pharmaceutical industry in the field of achievements are obvious to people. In short, although the investment model has been moving towards a healthy situation, but the overall market form still can not t

7、ake off a word - that is chaos. According to the author several years working experience and understanding of investment mode, it is necessary to do the following summary: the so-called business model refers to the drug manufacturer or pharmaceutical commercial enterprises with the total generation,

8、 personnel, telephone and multimedia carrier, at the same time to the corporate brand and product selling point for the subject to provide quality publicity the logistics service for customers, so as to obtain the market development and sales network, brand building, marketing interests and other as

9、pects of resource sharing in resource sharing; at the same time, due to the investment enterprise cash policy, the agent must have the same sense of responsibility and risk sharing. From this general text, we can divide the investment mode of the extracted keywords, such as: enterprise or product br

10、and operation and comprehensive resource sharing, investment carrier diversification; based on the summary of the successful experience of successful enterprises, this paper will focus on the part of model innovation around the above keywords combined with the development of the market system are di

11、scussed.First, from the successful case to see the development features of investment model:For Jiangxi Renhe pharmaceutical investment mode in the field of success, in addition to the development stage of the day, the other known at the time of the Jiangxi pharmaceutical industry group in personnel

12、 training, make delivery on the contribution, also is undoubtedly the create good people environment, of course, and these are the external environment of objective factors created by the historical opportunity. From the subjective level, the success of Ren and Shen is reflected in the accurate judg

13、ment of the market stage and trend of the pharmaceutical market, so as to adopt the correct innovative thinking in the implementation of marketing strategy and tactics.First of all, Renhe abandoned the traditional sales network system, adopted a more in line with the market trends in the constructio

14、n of sales network strategy. The early development of Renhe was closely related to the flourishing generation group. In fact, the development of any enterprise, there are a group of them grow together, from small to big crab eating, Renhe is no exception. In the channel construction of Renhe, abando

15、ned the traditional generation, generation of the concept of investment, the regional market as a key development area, extending to the regional market; take the same or different species of different specifications of multiple agents make policy, a district or a county has one or more agent. In 02

16、 years, the enterprise in Jiangxi, a remote area market, for example, the number of agents amounted to more than 30 people, the average number of agents in each county nearly 4.Faced with this huge network of agents, Renhe is undoubtedly difficult to achieve all the agents hope. But frankly, the log

17、istic support mechanism and service system of Renhe is still the leading enterprise that the author knows. The logistic service system of Renhe includes two blocks: one of the logistics support system, logistics services and the market to maintain a close contact and communication, and to apply the

18、market place, delivery plan, logistics department at any time to maintain contact with the market, timely feedback information; in addition, the logistics department is a link effect of upload, change of market dynamics and market personnel mentality timely attention; therefore, the logistics depart

19、ment is not only the service agencies, and corporate decision makers in the eyes and ears.Two is the external (ie agent) logistics service system, mainly to the market front-line staff, the company logistics department coordination. The agent service is not only to ensure that the agents required ti

20、meliness and accuracy of products and basic materials in place, more important is how to ensure that the agents can achieve better sales performance; therefore, and to the institutionalized form, clearly defined personnel must cooperate with distributors to develop market specific working direction

21、and tasks. For example, the number of customers, product distribution requirements of business personnel at different stages must visit rate, publicity and promotion activities are clearly defined; moreover, these requirements and regulations is not written on paper, for the implementation of manage

22、ment is very harsh, the high high award penalty system at any time to touch the business personnel nerve, let business people dare not relax, so far, in the known and understanding of the enterprise, and the execution is rare. It may be the essence of the past few years that it has been able to spee

23、d up development, while others have been unable to learn and copy it.Secondly, the success of Renhe benefits from its strategy of product publicity and enterprise brand construction in line with enterprise characteristics. Product promotion and brand building and has experienced three stages of deve

24、lopment; one is the stage of product promotion combined with market promotion and channel of garbage time advertising, at this stage, the propaganda mainly target customers, promote the reality of the secondary sales through promotions. At this stage of development, its leading product Fu Yan Jie al

25、though market sales of rapid development, but the image of the product is greatly reduced, compared with the two major competing products, the consumption of the main limitations; after 2001, with the completion of primitive accumulation, has changed greatly and the publicity and brand building, to

26、CCTV with the altitude of TV media based era, through a celebrity endorsement, Fuyanshu Jie product image quickly to become the first brand in the market of the gynecological lotion, 2006 sales of nearly 6 hundred million, accounting for more than similar products in the market share of 1/3. 06 year

27、s, Hunan satellite TV and shiny new anchor debut with super idol star Jay Chou endorsement, opened its brand operation of the third stage, from product advertising and brand image to spread forward - and more young, healthy image.Third, keep abreast of the pulse of market development, adjust the mar

28、keting strategy and the corresponding policy and tactics guiding ideology. 05 years later, as the countrys management of the macro control of the pharmaceutical industry has increased, new directions have been put forward for the development of the investment model. Since then, and made a major adju

29、stment to the original dealer network, basically give up huge, but like swim soldiers scattered Yong and a generation, and turn to the regional, the considerable size of the commercial channel as its key partner. At present, China can do to cash form of the development of commercial agent enterprise

30、s, not unique but do not see more, this is not only proved its brand operation for many years of accumulation, but also reflects the direction of development of enterprises on the market insight and ability to adapt to changes in the market environment.The above description of the successful experie

31、nce of successful enterprises, maybe some Overgeneralization, but from which it is not difficult to see some of the Outline, the development of business model, is not only the survival of small enterprises, can also be a enterprises bigger and stronger, the key lies in the enterprise in different hi

32、storical background and environment, can develop and adapt to the strategy of comprehensive development and the strategy from the construction of executive culture, logistics and service system construction, effective sales policies, reasonable product structure, product promotion and brand building

33、 of the system science, industry dynamics and market information analysis and operation tactics etc. a comprehensive grasp. For investment enterprises, only in the development of innovation, in order to grow in innovation.Two, the impact of the current market environment on the investment model:In 0

34、6 years as a watershed, this year the drug quality accidents emerge in an endless stream, resulting in the whole industry and the whole society earthquake, Zheng Xiaoyu era has come to an end - coming regulation, regulation era of a new round of national pharmaceutical industry; 06 years, the indust

35、ry will be the year of the image is called winter. But these are far from the nature of the problem, and this round of regulation and regulation is essentially motivated by the need for political policy rather than the driving force for market benign development. It is precisely the whole industry t

36、hat the national policy may be lack of understanding of the impact of the market system, resulting in the national control policy after the majority of enterprises lack of response, resilience. Therefore, what we are facing in the future is not only to grasp the market dynamics, but also to focus on

37、 the impact of the national policy on the macro market.1, the impact of the national policy on the current market investment model: key words - new rural cooperative, sunshine procurement, drug prices.These nouns in the industry as everyone knows, have a far-reaching influence on the development pro

38、spects of the same business model. The influence mainly includes: firstly, the original model to a generation of network as the main object groups living space narrowing, a generation or development company and affiliated commercial enterprises, or become business representatives, or even simply swi

39、tch to to seek development. But the main factor is the state of the drug again and again three of the price, price, those who rely on a substantial proportion of intermediate costs as a competitive weapon agents, the blow by is undoubtedly huge. Because for them, the cost of market development must

40、be at least 70% of the supply price, the product can maintain its minimum advantage in the operation of the market. And after several years of national price, price and supply price many varieties of the highest retail gross margin, has been difficult to support the cost of intermediate links, not t

41、o mention the market agents high sales, terminal competition need to scramble to keep the prices down, turn it onto the interests of agents It is often seen.Drug price of agents, is definitely not a good news, sunshine procurement for the agents, the joy and sorrow; the worry is that, for most of th

42、e weaker agents, regardless of economic strength or the existing network, whether it is product support, or to give preferential procurement units confidence, they also lack of competitiveness; happy is, at least in the same conditions, regardless of the strength of the strong and weak, we stand on

43、the same starting line, competition in the premise of a unified standard. As long as the majority of small and medium-sized agents strategy properly, can also in order to win, for example, choose The weak overcame the strong. exclusive production or have certain scientific research content of the va

44、rieties, market development will focus to the development of the following two markets (such as the county and township market), the use of flexible properly under the condition of the construction of new network; tell we have many years of market operation experience: chaotic market environment, ma

45、rket lies in the benefit first, in the standard market environment, focus on strategy.Under the influence of the above policy environment, the effective use and display of the new rural cooperative medical policy is undoubtedly the key target and the new fighter of strategic thinking. According to s

46、tatistics: in the new rural cooperative policy since the introduction of rural drug consumption growth rate increased by 07 years, the market size of nearly 20 billion yuan, while the overall size of the market in the future should be at least 60 billion. For the general strength of the smaller agen

47、ts, the rural market has low barriers to entry, sales cost of the middle small, rural affluent gradually expand and gradually improve the level of consumption in rural areas, a huge consumer market (great population) and other characteristics, for example may not be appropriate, today the rural mark

48、et structure of drug consumption, development process and in 90s the center of drug consumption market structure is basically the same. From the macro point of view, for the needs of the policy, the foundation for the development of rural markets is more favorable today.2, the impact of market chang

49、es on the investment model. Keywords: channel change and double consciousness, to the potential.The change of the market factors from two aspects: one is the national policy regulating the market to adapt to the shift towards the direction of policy adjustment, from the manufacturer to the commercia

50、l circulation, such as 07 years No. 27 specification for field sales requirements, it is not only impact on the commercial sales of enterprises, to the terminal the main channel agents, also greatly affected; on the other hand, the markets development and commercial circulation enterprises to re rec

51、ognize the interests and development, in recent years, China Merchants changed mode. First of all, the channel change is a big trend, but also change the spot, that is commercial enterprises involved in their own agency in the field and become the regional agent products, commercial enterprises to u

52、se its own channels or the terminal agent, and take big OEM, obtain the biggest benefit of enterprise . As Zhang Ruimin said, the future market is the commercial capital of the world, with the development of the pharmaceutical business capital expansion, the proxy mode will inevitably go to adapt to

53、 the development of commercial capital and development path; secondly, enterprise business model of brand operation should have double consciousness, the so-called double consciousness. Refers to the brand building on the short-term and long-term goals. From the current actual state of the market po

54、int of view, commercial agent enterprises acting varieties mainly to benefit, but had to do big brands due to the lack of competitiveness in the profit, often become victims of commercial enterprise price competition .But some so-called occupation managers will talk about the words brand building -

55、it is the original work of enterprise experience doctrine, it is a post for his gold mentality. Of course, from the enterprise long-term stability point of view, brand building is bound to be the main trend of development in the medium and long term. Third, there must be long-term development thinki

56、ng to the potential , especially in the current investment demand of agents varieties change greatly under the state. At present, the agents demand for investment products has changed greatly in the variety structure. A generation period of varieties itself are low, mainly consider the benefits of t

57、he product space size; now the agents, in addition to interest, uniqueness and market development prospects are most concerned about the varieties, required agent varieties in a period of time, with the exclusive competitive advantage in the market; therefore, investment promotion should first consi

58、der whether there is a city of the variety. There is going to be city business investment products as the magic weapon, to do long-term planning in policy formulation, product promotion, market promotion, enterprise profit space, brand planning, to be effective to promote the long-term development o

59、f the enterprise to build the potential products, and promote other auxiliary products in the market sales.No matter what kind of market development model, it is impossible to deviate from its social environment and its development law. The development of the business model are also reflected in the

60、 above two points, the key is as a corporate decision makers, can see clearly the change and development of at least in the next few years, formulate strategies and tactics to adapt, to continue to develop innovative thinking and guide enterprises to market to do the right direction. Specific to the

61、 business model, we should be in the context of the current market, the escape from the original nest investment thinking, in the sales channel construction, policy based principle, investment carrier diversification, product marketing thinking, product sales strategy to combat aspects take more eff

62、ective measures to ensure the in the horizontal and vertical (with the mode of enterprise and different sales model of the same industry occupies a space for one person in the competition).Three, the innovation strategy of the actual investment process:Through the analysis of the case of successful

63、enterprise and business model of market environment description, can be predicted, as a marketing strategy, in the new environment, investment patterns will be more than the other sales model in the direction of standardization development:First of all, for enterprises with investment mode, commerci

64、al enterprises require higher logistical service support capability, which is an important indicator of enterprise management level. For example, in the case of Renhe in the logistics of operations, to be exact, the efficient implementation of the enterprise and the implementation of management capa

65、bilities, is the basis for effective protection and fundamental;Secondly, the credibility of enterprises is the fundamental guarantee for the development of investment enterprises, and the credibility of enterprises depends on the long-term accumulation process. For the business model, in todays highly developed information, the credibility of the quality of it has ever spread effect incomparable, and reputation of good and bad, largely reflects the scientific and effective policies in the enterprise market, and understanding in the implemen