项目八 医药产品渠道策略Program Pharmaceutical Product Channel Strategy

项目八医药产品渠道策略Program8PharmaceuticalProductChannelStrategy医药产品分销渠道内涵、设计及分销渠道管理工作的基本内容Connotation,designandbasicmanagementcontentofpharmaceuticalproductdistributionchannel医药产品分销渠道的分类和医药产品渠道的管理。Classificationofpharmaceuticalproductdistributionchannelsandmanagementofpharmaceuticalproductchannels掌握Master熟悉Familiar教学目标TeachingObjectives知识目标KnowledgeObjectives医药产品营销实践中设计、选择适当的分销渠道Designandselectionofappropriatedistributionchannelsinpharmaceuticalproductmarketingpractices具体分销渠道运营中出现的问题Problemsappearinginspecificdistributionchanneloperation解决问题的对策Solutionstotheproblems学会Learn发现Find提出Propose教学目标TeachingObjectives能力目标CompetenceObjectives思维导图MindMap任务一医药产品分销渠道理解Task1UnderstandingofPharmaceuticalProductDistributionChannel一、医药产品分销渠道内涵I.ConnotationofPharmaceuticalProductDistributionChannel（一）医药产品分销渠道的概念(i)ConceptofPharmaceuticalProductDistributionChannel指医药产品从医药生产企业向消费者转移过程中所经过的途径，包括一切取得其所有权或帮助转移其所有权的商业组织和个人。Itreferstothewayforapharmaceuticalproducttotransferfrompharmaceuticalmanufacturerstoconsumers,includingallcommercialorganizationsandindividualsthatobtainitsownershiporhelptransferitsownership.

一、医药产品分销渠道内涵I.ConnotationofPharmaceuticalProductDistributionChannel（二）药品分销渠道的功能(ii)FunctionofDrugDistributionChannel销售与促销Salesandpromotion整买零卖Buywholesaleandsellretail

仓储与运输Storageandtransportation

融资功能Financingfunction风险承担Risktaking信息沟通Informationcommunication一、医药产品分销渠道内涵I.ConnotationofPharmaceuticalProductDistributionChannel渠道成员准入资格高Highaccessqualificationforchannelmembers选择渠道类型的自由度相对较小Relativelylittlefreedominchoosingchanneltypes特殊管理的药品垄断经营Speciallymanageddrugmonopoly（三）医药产品分销渠道的特点(iii)CharacteristicsofPharmaceuticalProductDistributionChannel二、医药产品分销渠道构成II.ConstitutionofPharmaceuticalProductDistributionChannel（一）医药产品分销渠道的流程(i)FlowofPharmaceuticalProductDistributionChannel实体流程Physicalflow所有权流程Ownershipflow促销流程Promotionflow资金流程Fundingflow信息流程Informationflow二、医药产品分销渠道构成II.ConstitutionofPharmaceuticalProductDistributionChannel（二）医药产品分销渠道的类型(ii)PharmaceuticalProductDistributionChannelTypes课堂讨论ClassroomDiscussion分析不同类型的医药产品分销渠道适用于哪类医药产品（处方药、非处方药、保健品、医疗器械等）的销售？Analyzethedistributionchannelsfordifferenttypesofpharmaceuticalproducts(prescriptiondrugs,OTCdrugs,healthcareproducts,medicaldevices,etc.)小结Summary抽一名同学进行