医药精细化招商管理与控制Management and control of fine medicine investment.docx

医药精细化招商管理与控制Management and control of fine medicine investment.docx

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医药精细化招商管理与控制Managementandcontroloffinemedicineinvestment

医药精细化招商管理与控制（Managementandcontroloffinemedicineinvestment）

Theforty-secondnationalnewdrugfairkickedoffinXiameninearlyAugust,itisanunprecedentedbusinesscooperationsummit,sincerecooperationismutuallybeneficial,andcloselyrelatedtothegameorretreat,differentmarketingFromEMKT.Com.Cnpeoplehavedifferentinterpretations.Nomatteristhecountryknownbrands,orunknownsmallenterprise;nomatterwhetherthenationalcommercialreputation,orlorditoveradistrictregionalbusiness.Facingahighincome,lowprofits,profitsdown"period,inthepharmaceuticalindustry,healthcarereform,howtoguaranteethereasonableprices,howtoensuretheproductionenterprise;livingspace;bidding,howtoreallydojustice,fairandpublicsupervision,howtoprotecttheplace.WhenthenewdealcomesoutandtheindustryandCommerceintensifies,asupplychainrevolutionwiththethemeof"discoursepower"isalsotakingplace......

Sincetheoperationofthemedicalinvestmentmodel,pharmaceuticalenterprisesoftenmakearticlesonthepriceoftheirproducts,andtrytheirbesttomaketheagencypriceorbuyoutagencypriceverylow,andtheproductswithabout10bucklescanbefoundeverywhere.Widenproductspreadsandattractdistributors/agentstocooperate.Withthefrequentqualityofredlightin2006,thehiddendangersoflowqualityproductshaverewrittenthelatentrulesofmedicalinvestment.Price,quality,service,brandandotherfactorsaremoreandmorevaluedbyconsumers,distributorsandagents.Newinvestmentruleshavegraduallybeenwidelyaccepted.Suchas:

terminalpromotion,clinicalacademicoutsourcing,andeveninvestmentprocessoutsourcing,moreandmoreattentionhasbeenpaidtothepharmaceuticalbusiness."Amajoreventwilloperateinfine","WenDaosuccessively,specializein"underthenewsituation,moreandmorepharmaceuticalenterprisesarefacinghighdevelopmentcosts,andfortheoccasionshouldbesaidthatthesmallandmediumsizedpharmaceuticalenterprisestosurviveanddevelopthebestpolicy.Howtocarryoutmeticulousmanagementoftheinvestmentareas,mainlyfromthefollowingaspects:

First,investmentproductsscreeningandproductdesign

1,accuratepositioningandanalysisofproducts

Usuallyacompleteproductconceptismadeupoffourparts:

Consumerperspectives:

issuesraisedfromtheconsumerpointofview;

Benefitpoint:

explainwhatbenefitsproductscanprovideforconsumers;

Support:

explainhowtheproductsolvestheproblemintheconsumer'sopinion;

Sumup:

theessenceoftheabovethreepointsisexpressedinthelanguageofgeneralization.

Productpositioning:

theinterestsofproductpositioning-featureanalysisisthebestsourceofproductconcept,buttheproductconceptcontainsmorecontentthantheproductpositioning,usuallyithasfouraspects:

Whatdoesitdo,thatis,whatbenefitsdoesitprovidetoconsumers?

;

Whatisit,thatis,theproductcharacteristicsthatensuretherealizationofproductbenefits;

"Whoservesit",thatis,thetargetcustomeroftheproduct;

Whatdoesitmeanforconsumers,thatis,thepersonality,imageandsoon.

Atthesametimetoensurethatnoproductqualityhazards,productforceistheproductoflong-termsalesfoundation,andfullytapthecharacteristicsandcharacteristicsofproducts,refiningtheproductsellingpoint.

Notonlythatweshallbeoninvestmentproductstodoin-depthresearchanalysis:

atpresent,theproductsofthemarketcapacity,marketshare,similarproductsinthecategoryofmarketshare,salesandoperatingspacedesigncompetitionvarieties,inordertodeterminewhetherthereisamarketpotentialoftheproducts.Inaddition,theproductisabrandproduct,whichdeterminesthedevelopmentofdifferentoperatingspace.

2,designpersonalizedmarketingprogram

Thepositioningoftheproductshouldbedifferentiated,andtheinvestmentproposalshouldbeunique,soitisnecessarytodesignapersonalizedmarketingprogramfortheinvestmentproducts.Targetcustomers,pharmaceuticalcompanies,resources,servicesandmarketingstrategiesfordifferentagents,distributors,andpharmaceuticalterminals.Formulatereasonablesalestarget,cleardistribution,agencyareaanddistributionauthority.Strongguaranteeagentauthority.Traditionalinvestmentisonlythebuyingandsellingrelationshipbetweenproducts,

Marketingplanwillguaranteetheinterestsofthecommunitybetweenthevaluechaindistributionisreasonable,right,isapowerfulmeasuretoensureallaspectsofproductmarketingresources,centralizedtargetconcentration!

Two,determineinvestmenttargets,strategies,models,planning

1,investmenttargetmanagement

Pharmaceuticalcompaniesinordertoquicklyreturnthefundstoeasethecostpressures,andthroughinvestmenttoestablishmarketingnetworkquickly,occupythemarket,soastoachievethetrainingteam,summarizetheexperience,refinethemarketoperationmodeto.Fromtheoverallandlong-termpointofview,theadoptionofinvestmentstrategyisnotonlyameansofrapidexpansionofenterprises,soastoeffectivelyavoidtheoperationalrisksofenterprises,butatthesametimewemustsetareasonablegoal:

（1）.Qualityobjectives:

brandbuildinggoalistocarryoutthefutureplanningoftheexistingbrand,thecurrentmajordisseminationofwhatkindofbrandconcept,whichlaysthefoundationforthefuturebrand?

.

（2）.Quantitativeobjectives:

toformulatefeasiblesalestarget,thefirstcapitaltarget,networktarget,terminalgoal,marketsharetargetandprofittarget.Donotbetooambitiousgoals,mustcomplywiththeprinciplesofSMART（specific,measurable,challengescanberealized,andthetimelimit）.

2,meticulousinvestmentstrategymanagement

Professionalagentsinhospitalsarecalledasspecialforcesintheindustry.Theyrelyonastrongdistributionofresources（network,network,personnel,funds,theyneedspecialvarieties）;themanufacturerrecommendedvarieties,whentheenterprisesfaceatemporaryshortageoffunds,thenetworkisnotcomplete,theteamisnotideal,youcanusethesocialresources,leveragingonhospitalprofessionalagents;

（1）theoverallplanninginvestmentsystem:

toplantheexistinginvestmentstrategies,todeterminetheirtargetinvestmentgroups,tochoosetheproperwaytoattractinvestment,andtoformulateappropriateinvestmentpolicies.Chinaisnotonlysellingproducts,inthepromotionofprofitopportunitiesandsolutions,betweenthepharmaceuticalindustryandthepharmaceuticalbusinessonlycomplementaryadvantages,inordertocompletethewholeprocessofeachonetakeswhatheneeds,productmarketing!

Agentsarethemiddlelinkofproductmarketing,thechannel,notthefinalconsumer.Findingtherightagentisthebeginningofthesaleoftheproduct,nottheendofthesale.

（2）thechannelconstructionworkcenterofgravity:

pharmaceuticalcompanieshaveanobligationtoassistagentsinproductdistribution,theestablishmentofprofessionalhospitalmanagement,terminalpromotionguidancemode,trainingandguidance,improvethegeneralizationabilityandprofessionallevelagents.Theestablishmentoftwoleveldistributionsystem:

asfaraspossibleineachlevelareunabletodirectsupplyofgoodstosetuptwolevelsofbusinessdirectly,establishthetwolevelmarketingsystem,toavoidthereallocationoftwolevelbusiness.Enterprisesalesstaffdirectlytotwolevelofbusinesssales,promotions,servicesandmanagement,toensurethefullinterestofthetwodealers,whilemaintainingpriceorderandlogisticsorder.

（3）microanalysisterminalamount:

analysisofinvestmentproducts,expectationsandpotentialriskassessment,varietyscreeningofcompetingproductsstrategy,investmentpolicymaking,marketsize,regionalrestrictions,terminaldevelopment,channel（agents）surveyobjectivesandpolicyorganizationguaranteetargetterminalsales,productstructureandanalysissalesmodelandpolicy,commercialchannelanalysis,regionaldifferenceanalysis,clinicalanalysisonlytoacademicanalysistothetargetwiththeprescribingphysiciandepartment.Trulysafe.Three,meticulousinvestmentmanagementcontrol:

Establishsaleschannelsofpharmaceuticalenterprisesisthefirstchoiceofchannelresources,thenstriveforterminalresources,andthebasicprincipleforthechannelresourceistheguaranteeofthedistributors/agentsshort-terminterests,expectedbenefitsandrisks,expectedprofit,andthedistributors/agentsbasicmanagementmeansis:

communication,profitcontrol,inventorycontrolandmarketingprogramcontrolmaster,asfaraspossiblemoreterminalcustomerresources.

1,thekeypointsofinvestmentcontrol:

totheagentsoftherealterminalforthebasicdivisionofunits,asfaraspossibletohaveterminalresourcesbasedagents.Don'tblindlydividegeographically,

Tofullyconsiderthecontrollabilityofthefuture,toavoid"appeasementbringsdisaster".Inaddition,thestrengthofagents,toseeifhereallyhasthestrengthandabilitytooperateonbehalfoftheprovince.Intheprocessofattractinginvestment,theregionalindexesshouldbedividedintoequalparts,sothattheagentsintheregionarenotlargeenoughtobesplitattherighttime.Givefullconsiderationtotheresourcesownedbytheenterpriseitself.

2、screeningandclassificationofagents/distributors:

3、dealer/dealerratingscale

4,dealer/dealeroptionweighttable

5,thefirstdeliveryvolumeandhospitalpurchaserequirements:

annualsalesagreementindexof10-15%forthefirstbatchofpurchasequantity,inthetenderwithin20daysafte