醫(yī)藥企業(yè)市場(chǎng)部職能思考與分享

1、145醫(yī)藥企業(yè)市場(chǎng)部職能思考與分享醫(yī)藥企業(yè)市場(chǎng)部職能思考與分享目錄目錄如何高效發(fā)揮醫(yī)藥企業(yè)市場(chǎng)部的功能...........................................................................................1第一講當(dāng)前醫(yī)藥企業(yè)面臨的營(yíng)銷(xiāo)挑戰(zhàn)(上)..........................................................

2、........................1第一，醫(yī)藥行業(yè)發(fā)展趨勢(shì)和市場(chǎng)競(jìng)爭(zhēng)格局的一個(gè)演變；...................................................1為什么出現(xiàn)增銷(xiāo)售量不增加效益的情況呢？.......................................................................2醫(yī)藥行業(yè)從計(jì)劃經(jīng)濟(jì)到現(xiàn)在大概30年時(shí)間，改革開(kāi)放是主線。

3、五個(gè)階段：.................3醫(yī)藥行業(yè)面臨的營(yíng)銷(xiāo)問(wèn)題有哪些：.......................................................................................4第二講當(dāng)前醫(yī)藥企業(yè)面臨的營(yíng)銷(xiāo)挑戰(zhàn)（下）...........................................................................

4、..5第二，醫(yī)藥企業(yè)面臨的營(yíng)銷(xiāo)困境；.......................................................................................5第三，醫(yī)藥企業(yè)如何來(lái)實(shí)現(xiàn)營(yíng)銷(xiāo)突圍；...............................................................................5第四，市場(chǎng)呼喚營(yíng)銷(xiāo)創(chuàng)新——營(yíng)銷(xiāo)變革

5、和市場(chǎng)再造的重要性迫切性。...........................7未來(lái)做法以下幾個(gè)方面：......................................................................................................7第三講醫(yī)藥企業(yè)市場(chǎng)部的定位與功能（上）..............................................

6、...............................8市場(chǎng)營(yíng)銷(xiāo)的定義與營(yíng)銷(xiāo)管理概述...........................................................................................8市場(chǎng)部在現(xiàn)代營(yíng)銷(xiāo)組織中的定位與功能.................................................................

7、............11第四講醫(yī)藥企業(yè)市場(chǎng)部定位與功能（中）.............................................................................11為什么大多數(shù)制藥企業(yè)的市場(chǎng)部難以發(fā)揮作用.................................................................11醫(yī)藥企業(yè)市場(chǎng)部的主要工作內(nèi)容........

8、.................................................................................12市場(chǎng)部重要的職位：............................................................................................................13市場(chǎng)總監(jiān)或市場(chǎng)部經(jīng)理........

9、.........................................................................................13第五講醫(yī)藥企業(yè)市場(chǎng)部定位與功能（下）.............................................................................14產(chǎn)品經(jīng)理定位..........................

10、..............................................................................................14市場(chǎng)部與銷(xiāo)售部分共合作....................................................................................................15制藥企業(yè)如何構(gòu)建高效實(shí)

11、用的市場(chǎng)部.................................................................................15第六講產(chǎn)品管理—市場(chǎng)部工作的核心.......................................................................................161、產(chǎn)品管理的主要內(nèi)容和目標(biāo).............

12、..............................................................................162、國(guó)外優(yōu)秀制藥企業(yè)的產(chǎn)品管理實(shí)踐...............................................................................163、國(guó)內(nèi)制藥企業(yè)產(chǎn)品管理現(xiàn)狀分析..........................

13、.........................................................164、產(chǎn)品組合管理的基本策略方法.......................................................................................165、如何培育醫(yī)藥大品牌產(chǎn)品............................................

14、..................................................17第七講市場(chǎng)調(diào)研—市場(chǎng)部工作的前提.......................................................................................171、市場(chǎng)調(diào)研在營(yíng)銷(xiāo)過(guò)程中的作用................................................

15、.......................................172、市場(chǎng)調(diào)研的基本流程及要點(diǎn)...........................................................................................173、市場(chǎng)調(diào)研的種類(lèi)及方案設(shè)計(jì)..........................................................

16、.................................17第八講營(yíng)銷(xiāo)策劃—市場(chǎng)部工作的主線（上）...........................................................................171、營(yíng)銷(xiāo)策劃的本質(zhì)和核心目標(biāo)...........................................................................

17、................172、營(yíng)銷(xiāo)策劃的基本流程......................................................................................................173、營(yíng)銷(xiāo)策劃的關(guān)鍵點(diǎn)控制...........................................................................

18、.......................17345第一講第一講當(dāng)前醫(yī)藥企業(yè)面臨的營(yíng)銷(xiāo)挑戰(zhàn)當(dāng)前醫(yī)藥企業(yè)面臨的營(yíng)銷(xiāo)挑戰(zhàn)(上)1、前言六個(gè)目標(biāo)：第一：了解當(dāng)前醫(yī)藥市場(chǎng)競(jìng)爭(zhēng)狀況和企業(yè)面臨的營(yíng)銷(xiāo)挑戰(zhàn)第二：明確醫(yī)藥企業(yè)市場(chǎng)部的功能定位第三：掌握產(chǎn)品管理的主要內(nèi)容和方法第四：掌握醫(yī)藥市場(chǎng)調(diào)研類(lèi)型方法第五：掌握營(yíng)銷(xiāo)策劃的基本流程和方法第六：掌握專(zhuān)業(yè)化推廣的目標(biāo)策略組合與執(zhí)行控制2、醫(yī)藥行業(yè)發(fā)展趨勢(shì)和市場(chǎng)競(jìng)爭(zhēng)格局的演變3、醫(yī)藥行業(yè)面臨的營(yíng)銷(xiāo)問(wèn)題四個(gè)