項(xiàng)目二醫(yī)藥市場(chǎng)調(diào)研ProgramPharmaceuticalMarketSurvey講解

項(xiàng)目二醫(yī)藥市場(chǎng)調(diào)研Program2PharmaceuticalMarketSurvey市場(chǎng)調(diào)研的含義、程序、市場(chǎng)調(diào)研的具體調(diào)查實(shí)施Meaning,proceduresandimplementationofmarketsurvey醫(yī)藥市場(chǎng)調(diào)研方案、醫(yī)藥市場(chǎng)調(diào)查資料的整理與分析。熟悉市場(chǎng)調(diào)查人員應(yīng)具備的基本業(yè)務(wù)素養(yǎng)與道德素養(yǎng)Collationandanalysisofpharmaceuticalmarketsurveyplananddata;basicprofessionalandethicalaccomplishmentsrequiredformarketinvestigators學(xué)會(huì)設(shè)計(jì)簡單的醫(yī)藥市場(chǎng)調(diào)研問卷及調(diào)查表格；運(yùn)用市場(chǎng)調(diào)研報(bào)告分析及解決問題Designsimplepharmaceuticalmarketsurveyquestionnaireandform;usemarketsurveyreporttoanalyzeandsolveproblems掌握Master熟悉Familiar學(xué)會(huì)Learn學(xué)習(xí)目標(biāo)LearningObjectives思維導(dǎo)圖MindMap任務(wù)一確定醫(yī)藥市場(chǎng)調(diào)研項(xiàng)目Task1DeterminePharmaceuticalMarketSurveyItems一、醫(yī)藥市場(chǎng)調(diào)研含義I.MeaningofPharmaceuticalMarketSurvey市場(chǎng)調(diào)查是指為了形成特定的市場(chǎng)營銷決策，采用科學(xué)的方法和客觀的態(tài)度，對(duì)市場(chǎng)營銷有關(guān)問題所需的信息，進(jìn)行系統(tǒng)地收集、記錄、整理和分析，以了解市場(chǎng)活動(dòng)的現(xiàn)狀和預(yù)測(cè)未來發(fā)展趨勢(shì)的一系列活動(dòng)過程。Marketsurveyreferstoaseriesofactivitiesusedtosystematicallycollect,record,collateandanalyzetheinformationneededformarketingrelatedissueswithscientificmethodsandobjectiveattitudestounderstandthecurrentsituationofmarketactivitiesandforecastthefuturedevelopmenttrendsoastoformspecificmarketingdecisions.一、醫(yī)藥市場(chǎng)調(diào)研含義I.MeaningofPharmaceuticalMarketSurvey市場(chǎng)調(diào)查具有描述、診斷和預(yù)測(cè)三種功能。Marketsurveyhasthreefunctions:description,diagnosisandprediction.①為企業(yè)的決策和調(diào)整策略提供客觀依據(jù)。1)Itprovidesobjectivebasisforenterprises'decisionmakingandstrategyadjustment.②有利于企業(yè)發(fā)現(xiàn)市場(chǎng)機(jī)會(huì)，開拓新市場(chǎng)。2)Itisbeneficialforenterprisestofindmarketopportunitiessoastodevelopnewmarkets.③有利于準(zhǔn)確的市場(chǎng)定位，更好地滿足顧客的需要，增強(qiáng)競(jìng)爭力。3)Itisconducivetoaccuratemarketpositioningsoastobettermeetcustomers'needsandenhancecompetitiveness.⑤是增強(qiáng)企業(yè)競(jìng)爭力和應(yīng)變能力的重要手段。5)Itisanimportantmeanstoenhanceenterprises'competitivenessandadaptability.④有利于企業(yè)建立和完善市場(chǎng)營銷信息系統(tǒng)。4)Itisbeneficialforenterprisestoestablishandimprovemarketinginformationsystem.二、醫(yī)藥市場(chǎng)調(diào)研項(xiàng)目II.PharmaceuticalMarketSurveyItems醫(yī)藥市場(chǎng)環(huán)境調(diào)研Pharmaceuticalmarketenvironmentsurvey醫(yī)藥市場(chǎng)需求情況調(diào)研Pharmaceuticalmarketdemandsurvey醫(yī)藥市場(chǎng)供應(yīng)調(diào)研Pharmaceuticalmarketsupplysurvey醫(yī)藥企業(yè)營銷策略調(diào)研Pharmaceuticalenterprisemarketingstrategysurvey醫(yī)藥營銷服務(wù)系統(tǒng)調(diào)查Pharmaceuticalmarketingservicesystemsurvey三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures市場(chǎng)調(diào)查一般程序Generalproceduresformarketsurvey確定調(diào)查目標(biāo)Determinesurveyobjectives確定所需信息Determinerequiredinformation確定調(diào)查方法Determinesurveymethods收集現(xiàn)成資料Collectreadilyavailableinformation設(shè)計(jì)調(diào)查方案Designsurveyplan組織實(shí)地調(diào)查Organizefieldsurvey進(jìn)行觀察實(shí)驗(yàn)Conductanobservationalexperiment資料統(tǒng)計(jì)分析Statisticalanalysisofdata編寫調(diào)查報(bào)告Preparesurveyreport三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（一）確定調(diào)查目標(biāo)(i)Determinesurveyobjectives進(jìn)行市場(chǎng)調(diào)查，首先要明確市場(chǎng)調(diào)查的目標(biāo)。按照企業(yè)的不同需要，市場(chǎng)調(diào)查的目標(biāo)有所不同。Tomakemarketsurvey,itisfirstrequiredtomakecleartheobjectivesofmarketsurvey,whichwilldifferaccordingtothedifferentneedsofenterprises.三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（二）確定所需信息(ii)Determinerequiredinformation市場(chǎng)信息浩若煙海，企業(yè)進(jìn)行市場(chǎng)調(diào)查必須根據(jù)已定目標(biāo)和范圍收集與之密切相關(guān)的資料，而沒有必要面面俱到。Marketinformationissoabundantthatenterprisesmustcollecttheinformationcloselyrelatedtomarketsurveyaccordingtothespecifiedtargetandscope,butwithoutneedtocovereverything.三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（三）確定調(diào)查方法(iii)Determinesurveymethods企業(yè)在進(jìn)行市場(chǎng)調(diào)查時(shí)收集資料必不可少Itisessentialforenterprisestocollectdatawhenconductingmarketsurvey而收集資料的方法極其多樣，企業(yè)必須根據(jù)所需資料的性質(zhì)選擇合適的方法

Datacollectionmethodsareextremelydiverse,andenterprisesmustchooseappropriatemethodsaccordingtothenatureofdatarequired實(shí)驗(yàn)法Experimentalmethod觀察法Observationalmethod訪問法Interviewmethod三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（四）收集現(xiàn)成資料(iv)Collectreadilyavailableinformation有效地利用企業(yè)內(nèi)外部現(xiàn)有資料和信息Effectiveuseofexistinginternalandexternaldataandinformation首先應(yīng)利用文案調(diào)查等方法Itisfirstrequiredtousedeskresearchsurveyandothermethods集中收集與既定目標(biāo)有關(guān)的信息Centralizedcollectionofinformationrelatedtoestablishedobjectives企業(yè)內(nèi)部經(jīng)營資料Internalmanagementdataofenterprises各級(jí)政府統(tǒng)計(jì)數(shù)據(jù)Statisticsbyalllevelsofgovernment行業(yè)調(diào)查報(bào)告Industrysurveyreports學(xué)術(shù)研究成果的收集和整理Collectionandcollationofacademicresearchresults三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（五）設(shè)計(jì)調(diào)查方案(v)Designsurveyplan在盡可能充分地占有現(xiàn)成資料和信息的基礎(chǔ)上，再根據(jù)既定目標(biāo)的要求，采用實(shí)地調(diào)查方法，以獲取有針對(duì)性的市場(chǎng)情報(bào)。市場(chǎng)調(diào)查幾乎都是抽樣調(diào)查，抽樣調(diào)查最核心的問題是抽樣對(duì)象的選取和問卷設(shè)計(jì)。Onthebasisofpossessingreadilyavailabledataandinformationasfullyaspossible,accordingtotherequirementsofestablishedobjectives,fieldsurveymethodisadoptedtoobtaintargetedmarketintelligence.Marketsurveyisalmostalwaysasamplingsurveywhoseissamplingobjectselectionandquestionnairedesign.三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（六）組織實(shí)地調(diào)查(vi)Organizefieldsurvey實(shí)地調(diào)查需要調(diào)查人員直接參與，調(diào)查人員的素質(zhì)直接影響調(diào)查結(jié)果的正確性。因而首先必須對(duì)調(diào)查人員進(jìn)行適當(dāng)?shù)募夹g(shù)和理論訓(xùn)練，其次還應(yīng)該加強(qiáng)對(duì)調(diào)查活動(dòng)的規(guī)劃和監(jiān)控，針對(duì)調(diào)查中出現(xiàn)的問題及時(shí)調(diào)整和補(bǔ)救。Fieldsurveyrequiresthedirectparticipationofinvestigators,whosequalitydirectlyaffectstheaccuracyofsurveyresults.Therefore,itisnecessarytofirstprovideappropriatetechnicalandtheoreticaltrainingforinvestigators,andthenstrengthentheplanningandmonitoringofsurveyactivities,andtimelyadjustandremedytheproblemsappearinginthesurvey.三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（七）進(jìn)行觀察實(shí)驗(yàn)(vii)Conductanobservationalexperiment在調(diào)查結(jié)果不足以揭示既定目標(biāo)要求和信息廣度和深度時(shí)，還有采用實(shí)地觀察。Fieldobservationshouldalsobeusedwhenthesurveyresultsareinsufficienttorevealtherequirementsofestablishedobjectivesandthebreadthanddepthofinformation.三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（八）資料統(tǒng)計(jì)分析(viii)Statisticalanalysisofdata問卷登記審核Questionnaireregistrationandverification資料編碼Dataencoding資料錄入Dataentry擬定分析計(jì)劃Drawupanalysisplan制表和統(tǒng)計(jì)分析Tabulationandstatisticalanalysis市場(chǎng)調(diào)查資料整理程序Marketsurveydatacollationprocedures問卷審核的內(nèi)容包括時(shí)效性、完整性和正確性Thecontentofquestionnairereviewincludestimeliness,completenessandcorrectness三、醫(yī)藥市場(chǎng)調(diào)研程序III.PharmaceuticalMarketSurveyProcedures（九）編寫調(diào)查報(bào)告(ix)Preparesurveyreport市場(chǎng)調(diào)查報(bào)告是在對(duì)調(diào)查得到的資料進(jìn)行分析整理、篩選加工的基礎(chǔ)上，記述和反映市場(chǎng)調(diào)查成果的一種文書。市場(chǎng)調(diào)查報(bào)告可以是書面形式，也可以是口頭形式，或者同時(shí)使用書面和口頭的形式