項目八醫(yī)藥產(chǎn)品渠道策略ProgramPharmaceuticalProductChannelSt

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(biāo)TeachingObjectives知識目標(biāo)KnowledgeObjectives醫(yī)藥產(chǎn)品營銷實踐中設(shè)計、選擇適當(dāng)?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(biāo)TeachingObjectives能力目標(biāo)CompetenceObjectives思維導(dǎo)圖MindMap任務(wù)四醫(yī)藥產(chǎn)品分銷渠道調(diào)整Task4AdjustmentofPharmaceuticalProductDistributionChannel一、醫(yī)藥產(chǎn)品分銷渠道調(diào)整條件I.ConditionsforAdjustmentofPharmaceuticalProductDistributionChannel（一）醫(yī)藥產(chǎn)品分銷渠道成員的評估(i)AppraisalonPharmaceuticalProductDistributionChannelMembers（1）中間商構(gòu)成(1)Compositionofmiddlemen

（2）中間商業(yè)績(2)Performanceofmiddlemen（3）中間商銷售、回款額比(3)Ratioofsalestoreturnedmoneyofmiddlemen評估內(nèi)容Appraisalcontent一、醫(yī)藥產(chǎn)品分銷渠道調(diào)整條件I.ConditionsforAdjustmentofPharmaceuticalProductDistributionChannel（一）醫(yī)藥產(chǎn)品分銷渠道成員的評估(i)AppraisalonPharmaceuticalProductDistributionChannelMembers（1）合同約束與銷售配額法(1)Contractconstraintandsalesquotamethod（2）中間商績效測量法(2)Middlemanperformancemeasurementmethod評估

方法Appraisalmethod調(diào)整營銷渠道成員Adjustmarketingchannelmembers二、醫(yī)藥產(chǎn)品分銷渠道調(diào)整方法II.MethodforAdjustmentofPharmaceuticalProductDistributionChannel（二）醫(yī)藥產(chǎn)品分銷渠道調(diào)整方法(ii)MethodforAdjustmentofPharmaceuticalProductDistributionChannel功能調(diào)整Functionadjustment素質(zhì)調(diào)整Qualityadjustment數(shù)量調(diào)整Quantityadjustment二、醫(yī)藥產(chǎn)品分銷渠道調(diào)整方法II.MethodforAdjustmentofPharmaceuticalProductDistributionChannel（二）醫(yī)藥產(chǎn)品分銷渠道調(diào)整方法(ii)MethodforAdjustmentofPharmaceuticalProductDistributionChannel調(diào)整營銷渠道環(huán)節(jié)Adjustmarketingchannellinks調(diào)整整個營銷渠道Adjustthewholemarketingchannel對某個營銷渠道的目標(biāo)市場重新定位Repositionthetargetmarketofamarketingchannel對某個目標(biāo)市場的營銷渠道重新選定Reselectthemarketingchannelforatargetmarket最困難的渠道調(diào)整決策是修正和改進整個營銷渠道系統(tǒng)Themostdifficultchanneladjustmentdecisionistocorrectandimprovetheentiremarketingchannelsystem三、醫(yī)藥產(chǎn)品電子商務(wù)分銷渠道III.PharmaceuticalProductE-commerceDistributionChannel（一）醫(yī)藥產(chǎn)品電子商務(wù)的概念(i)ConceptofPharmaceuticalProductE-commerce（二）醫(yī)藥產(chǎn)品電子商務(wù)分銷渠道模式

(ii)PharmaceuticalProductE-commerceDistributionChannelModels1.醫(yī)藥產(chǎn)品電子商務(wù)B2B模式1.Pharmaceuticalproducte-commerceB2Bmodel2.醫(yī)藥產(chǎn)品電子商務(wù)B2C模式2.Pharmaceuticalproducte-commerceB2Cmodel3.醫(yī)藥產(chǎn)品電子商務(wù)O2O模式3.Pharmaceuticalproducte-commerceO2Omodel小結(jié)Sum