Abstract According to the analysis of development and building up of prescription drugs distribution channels in China, discussed how to develop this theory in the field of prescription drug circulation and the methods to improve the competitive power. The research aimed at the distribution channels of prescription drugs, based on reading widely and interviewing, expatiated on how to design program manage and coordinate with the laws. The purpose of this study is to put forward some suggestions of the construct to prescription drugs companies in China. The paper starts from the differences of marketing and distribution, with analyze of drugs market、 industry characters history and status in quo in China, results as the currency of prescription drugs faces good chances as big challenges. Then we analyzed how to design distribution channels concretely. Nowadays, there has three modes in this field, as headquarters-office-area distribution、 sole agency mode and multiple agency mode. The companies should choose right mode based on own status. The author thoughts we should considered some factors first, for example, products, markets, companies itself, laws related and sales localization etc. Then design with scientific stages and optimize, evaluate, finally, it should be rectify in practice. In addition, the electron commerce of prescription drugs is a new way to increase sales. On the aspect of management. First of all, the foundation of management is the members in channel, and the key point is how to choose and inspirit them. Next, sellers participate to the selling directly; they represent the figure of companies and determined the saleroom, therefore, mange the sellers are important too. In addition, logistic is weak in this field in China, it determines the realization of commodity value and use value, and is an effective way to increase sales. Finally, wrong delivery is the basic kind of distribution conflict, it's vital to control it effectively. Therefore, this thesis expatiates on how to mange the four key points effectively. Otherwise, because of its special importance, the distribution was bounded and guided by a series of laws, every part should be obey these laws, and each company would be certified by related departments. We should obey to the Medical Management Law first than if we want to increase the sells radically, we should strengthen the innovation capacity of companies and eliminate the homogenous of products, in addition, treat open tender rightly and manage to enter into Medical insurance directory is also good for increase sales. In conclusion, on the aspect of medical companies, we take distribution channels as study object, discuss how to design manage and coordinate effectively is the most scientific, fast way to increase sells. We hope our study will fully considered by people and units related. Key words: increase sales, prescription drugs, distribution, management IV

摘要 本研究以國內外處方藥流通渠道建設和我國處方藥分銷渠道發展的歷程及 現狀為背景,針對分銷渠道理論在我國處方藥流通領域的開展,及對我國處方 藥流通業競爭能力提升的作用、方法等問題作了初步的探討。整個研究以處方 藥分銷渠道為對象,從分銷渠道的相關概念、藥品市場分析、藥品分銷渠道特 徵、歷史及現狀分析入手,針對處方藥的特殊性,在廣泛的文獻閱讀和訪談的 基礎上,具體闡述了以提升銷量為目標的處方藥分銷渠道的設計規劃、管理及 與政策之間的協調等幾方面的內容。開展本研究的主要目的是通過對分銷市場 及一般渠道理論的瞭解,為我國處方藥分銷企業的渠道建設提出規劃策略建議 和意見參考。 文章首先從分銷與營銷的區別入手,之後結合對藥品市場、行業特徵、處 方藥流通歷史和現狀分析研究的基礎上,得出我國處方藥流通業面臨很大發展 空間和良好的機遇,但也存在很大挑戰。 在此背景下,文章接下來具體分析了處方藥銷售如何規劃。在現階段,我 國處方藥銷售的主要模式有總部一辦事處一區域分銷模式、獨家代理模式及多 家代理模式。企業應根據自身狀况選擇合適的渠道模式。作者認為應該對廠家 的產品因素、市場因素、企業自身因素、有關法律法規及本土化等方面進行全 面考慮權衡之後,遵循科學的程序進行設計,并在實際中不斷優化、評估及調 整。另外,隨著法制的完善和人民意識的提高,處方藥的電子商務不失為提升 銷量的一個新方法。 在渠道管理方面。首先,分銷成員的管理是基礎,成員管理的重心在于選 擇成員并以各種激勵培養渠道成員的忠誠度。其次,醫藥代表是藥品銷售的直 接參與者,不僅代表著企業形象,而且對藥品銷售額的高低起著决定性的作 用。因此,加强企業銷售隊伍的管理是提升銷量的一個重要研究方面。另外, 目前物流管理在我國藥品分銷中尚屬薄弱環節,物流管理不僅直接决定商品價 值和使用價值是否能順利實現,而且是企業提升銷量的有力手段。最後,竄貨 是分銷衝突最基本、最重要的類型,做好竄貨的管理對于分銷管理至關重要。 因此,本文從這四個影響銷量的關鍵控制點闡述了如何完善管理,提升銷量。 I