DTP药房模式的市场营销方案.doc

out city created, and care masses life, focus work, in-depth investigation, more out boutique masterpiece, makes we of research results more to into led of decision vision, more to in national some has effect of newspaper Shang published, for advance work, and publicity changde play due of role. Third, information submitted to be pragmatic. Quick and timely. The ancients said: for the time system; statement back for the time being, nothing. Therefore, the submission of information to do four, that is, find the problem faster, editorial writing, send and read faster approval and feedback to implement quickly. To be true and accurate. True mainly reflect the full picture of events, one is one, two, this is the life of the information. Accuracy is primarily qualitative and quantitative questions, quantitative objective of publicQualitative logic. To be reliable and useful. We submit information to have access to decision-making, to guide and promote the work and solve practical problems. Mixed cum. On the negative information and emergency information, rapid escalation in strict accordance with the procedures, firm, newspaper, newspapers, never late, fail to report, false claim and skimming. Investee 2. supervision and insist on, around and protecting their interests to touch the truth, seek practical results. Adhere to people-oriented, the most important thing is to realize, safeguard and develop the fundamental interests of the overwhelming majority of the people. We carry out inspection, so must go deep among the masses, go deep into the realities, always pay attention to the peoples livelihood, to grasp the public sentiment, and earnestly safeguard the benefit, addressing the masses are most concerned about and reflecting the strongest issues, efforts to solve the problem of decisions implemented and not implemented. One is to stick to principles. Right of inspection is one of the most important powers of the Office, should not only dare to use, but also with caution. So-called dared to use, is to hold a number of important issues, bold supervision over supervision, track inspection, problems are not solved do not pass, the blame does not hold did not miss, dissatisfaction of the masses did not miss, the real right of supervision authority, with the benefits. Call with caution, is supervising departments should strengthen the consciousness of authorized strictly according to procedure, preventing the supervision and excessive to prevent adding burden to grass-roots. To this end, the supervision Department of the Party Committee of supervision must be under city and County party Committee Secretary-General (Office). Second, we should focus on. Is the Governor, those related to the globalEvent, Governor the protracted difficult, strong Governor during emergency urgent. Not having special departments in charge of the General Governor, under the normal procedure can do good things not Governor, not authorized by County leaders, not the Governor. Third is to solve the problem. The purpose of supervision, to resolve the problem. To adhere to and further improve the湖南食品药品职业学院毕 业 设 计题目： DTP药房模式的市场营销方案 毕业设计类别 产品设计类 方案设计类 工艺设计类学生姓名： 学 号： 专 业： 指导老师姓名： 实习单位：国药控股湖南有限公司维安大药房feelings survey, by looking up public sentiments to find problems. Problems will increase its special supervision, set up accounts, hold on to it. We should conscientiously implement the leading contracting matters, secured, had an answer to everything, then settles rate of 100%. Have an impact on some of the outstanding issues, supervision departments and information components together, play the supervisory role of the news media to promote problem solving. Investee 3. insist on a daily run, around the practice of truth catching efficiency, focus specification. To give full play to the party Office around connecting, coordinating internal and external features, contact, rally at all levels, to motivate every aspect, adhere to the truth, strengthening standardized management to achieve coherent, efficient and effective functioning of the daily work of the Party Committee. Is processing messages should strive to streamline, standardize and quality. Streamlining is to control the number of messages, compress messages, reducing procedures, improve message handling efficiency. Specifications, is to strictly enforce the ban issued by the Communist party authorities in document handling regulations and provincial and municipal regulations, conscientiously strengthen and improve communications management to ensure that party documents orderly. High quality, is to improve the quality of message processing, it is necessary to accurately implementing the intention of the Party Committee, clearance, good communications, policy program closed, ensuring that there is no error. Second meeting scheduled to ensure thorough, safe and efficient. Any arrangements for the meetings and events, carefully arranged, item-by-item interface implemented, sure. To vigorously streamline meetings, activities, number of pressure reduction, scale to ensure that leadership emerged from the General Conference and entertainment services, focus on big things, matters. Third, reception services should lay stress on humane, personal, cultural and human. Reception and work directly with people, reception services directly affecting the Office of party Committee The image of the region. At the same time strengthening the construction of library, improve the reception conditions, more human-oriented, personal, cultural work into the reception, a little more human needs, a little more human care more humane atmosphere, and constantly improve the service, improve the quality of service. Meanwhile, to further pay special attention to the daily work of the other Office System. Confidential work responsibility system for leading cadres to implement security as a leader, to improve the confidentiality of classified personnel, especially leading cadres, strengthening party and Government focus on vital sectors of security management, to advance privacy management standardization, modernization of security techniques as a means of administration according to law and security enforcement, ensure the safety of the party and State secrets. Confidential work to meet the demands of new technology development湖南食品药品职业学院毕业设计湖南食品药品职业学院毕业设计诚信声明 本人郑重声明：所呈交的毕业设计，是本人在指导老师的指导下，独立进行研究工作所取得的成果，成果不存在知识产权争议，除文中已经注明引用的内容外，本毕业设计不含任何其他个人或集体已经发表或撰写过的作品成果。对本设计的完成做出重要贡献的个人和集体均已在文中以明确方式标明。因本毕业设计引起的法律结果完全由本人承担。 作者签名：年 月 日目 录内容摘要1一、DTP药房市场背景2（一） DTP模式概念2（二）国内外DTP药房市场发展背景2二、DTP药房发展优势与制约因素3（一）DTP药房发展优势3（二）DTP药房发展制约因素4三、对DTP药房发展的意见与建议4（一）以政策为支持，促进DTP药房模式的发展4（二）以体系为基础，提高DTP药房服务水平5（三）以集约为创新，提升DTP药房的竞争能力5四、小结5参考文献6致谢7177湖南食品药品职业学院毕业设计内容摘要目的：探索DTP药房市场容量与发展前景。方法：通过对DTP药房模式构建机制及解决措施分析，归纳其优劣势并提出意见和建议。结果：DTP药房是医药深化改革下的产物，它可以促进药店良性发展，同时也存在很多亟待解决的问题。结论：DTP药房市场扩建离不开国家政策支持，同时药企自身需不断探索新方向，积极调整管理模式，创立最有性价比药品，控制药品质量与流向，方可利于DTP药房可持续发展。关键字：DTP药房 市场背景 发展优势 制约因素 建议DTP药房模式的市场营销方案DTP（Direct to Patient）系指高值药品直送，由仓库直送到用户手中，可以很大程度改变成本结构。让药企、药店、患者3者更为密切联系，患者可凭药方直接在药店获得用药指导并拿药，药企可通过向药店直销，前置控费来降低成本，是一种以药店为中心的新型模式。在美国，DTP 业务的利润率远远超过非处方药（OTC），占连锁药店营业额的10%-15%。阿斯利康和辉瑞是最初开创这个模式并在英国成功运用的药企。目前，医药改革一直是我国加快经济建设的核心部分，随着互联网+模式开启，医疗、医保、医药如何联合制动解决患者小病不出县、大病不出市难题成为当务之急。药店作为医改不可或缺的部分DTP药房是迎合医改，直接面对患者营销，从而实现品类与渠道并驱动，控制患者看病难、医疗费用高问题，带动高值药品直送的良性发展新型模式。文章探讨了DTP药房市场的发展背景，分析其构建机制及解决措施，并对未来市场进行展望。 一、DTP药房市场背景近年来，医患关系局势紧张化，各种医闹、医殇层出不穷。如何规范医药市场，让患者病情得到有效解决是我国进行医改的主要目的。DTP模式是医改催生产物，它在国外已经成功运用并逐步占领高端药物市场。2015年奥巴马在国情咨文演讲中提出精准医疗，便迅速成为医疗界热词。很多新特药资源被医院垄断，患者购买必须通过医院挂号方可领到，不仅手续繁杂，也增添了中间费用。互联网医疗下，医师多点执业成为大势所趋，DTP药房正是为患者提供所需新特药而开辟的新途径，让患者可减少医治费用，简化治疗步骤。（一） DTP模式概念DTP模式简言之，即为通过仓库直接输送到用户手中，类似厂家直销模式，从大方向而言和o2o同出一辙。药店可直接拿到制药企业的产品授权，相当于省略中间层级代理，直接为患者输送药品，而非指导性消费，也更考验药店人员的专业性。（二）国内外DTP药房市场发展背景传统DTP药房处于弱势状态，一般用于慈善药品、高值自费药和新特药等小众范围。国外是由阿斯利康和辉瑞在英国首创，国内，2009年，北京医保开始介入DTP药房，并占据30%的业务份额。2012年，康德乐在我国计划开展DTP药房，并规划了30亿的销售目标。京卫大药房、医保全新大药房、康德乐旗下的百济药房以及上药的众协药房是DTP药房的先驱运营者，值得一提的是，上药集团最近跟京东合作建立的大健康云商就选择以DTP为突破口。调查发现，内地大病药市场前景还很广阔，目前仅被开发5%左右，未来将会有更多DTP药房出现。二、DTP药房发展优势与制约因素（一）DTP药房发展优势1.产品优势DTP药房模式在产品上具有不可比拟的优势，其产品的提供跳过了诸多中间环节，主要是由制造商直接提供，不仅保证了药品提供上的数量与及时性，同时还保持了药品提供在价格上的优势，有利于DTP药房直接控制药品的价格。除了上述产品优势以外，DTP药房还保证了药品的先进性、高端性，这是因为DTP药房销售的多是高端产品，虽然其对药品的价格有控制权，但是高端产品本身就具有较大的盈利空间。2.信息优势DTP药房在发展上还具有较强的信息优势，相对于一般药房而言，DTP药房与制药企业的联系更为紧密，能够直接从制药厂家处获得直接的药品信息、专业的技术指导，这样能够保证在提供药品的同时，提供高质量、专业化的服务。这种信息的便利与服务的专业性在慢性疾病、罕见疾病、疑难杂症的治理上，尤其是药物信息的提供上更加突出，DTP药房提供的信息更加全面、提供的服务更加便捷，往往优于临床医生。3.区域优势DTP药房的开设并不是盲目的，而是需要通过药品制造商的授权与仔细的甄选，只有具备一定条件的企业才能获得开设DTP药房的授权。这就意味着DTP药房在一定区域内有着一定的排他性，不会考虑到竞争对手产生的压力。4.市场优势DTP药房的发展还捕捉了一定的市场优势，从药房发展的外部环境来看，目前消费者对于药品的需求不断增加，呈现了多元化的发展需要。这是因为在生活质量有所改善的情况下，越来越多的人对生命健康产生了新的要求，但是在社会环境不断恶化的背景下，各种慢性疾病、罕见疾病不断增多，这为DTP药房的发展打下了良好的外部基础。另外，DTP药房的发展也符合了国家政策的需要，通过直接为患者提供药品的方式，减少了流通环节，降低了药品的费用，与国家医药政策相符合。总而言之，DTP药房与传统的药房或者是健康产品的零售商有着显著的差异，首先其具有先进化、高端化的产品形式，能够满足慢性疾病、罕见疾病、疑难杂症的服务需要。同时，其还能提供专业化的服务，通过特殊的产品定位，在我国医药事业发展的过程中占据着十分重要的地位。（二）DTP药房发展制约因素1.内部制约因素DTP药房发展过程的制约因素与其自身的局限有着直接关系，主要体现在以下几个方面：对资源的需求较大。DTP药房在运营上与传统药店有着显著的差异，由于DTP药房多提供高端产品、专业服务，因此需要配备较多的专业药学服务人员，同时在药房管理体系、质量控制体系、专业服务体系等多个方面也需要投入充足的人力、物力等各种资源。另外，目前DTP药房并没有得到消费者的认知与市场的广泛认可，这是因为种经营模式的发展时间较短，普及程度较差，且是以销售高端药品、新兴药品为主，消费者的需求仍然有所局限，这都成为这种药房模式发展的制约因素。2.外部制约因素外部制约因素也对DTP药房的发展产生了诸多阻碍，主要体现在：医药体制的局限。DTP药房销售的多是处方药，但是我国医疗机构的处方难以外流，处方的获得成为这种药房模式发展的制约因素。DTP药房销售的多是高端医药产品，价格费用价高，但是我国医保在药品零售方面有待完善，相关政策的缺乏造成DTP药房的发展受到了一定的影响。另外，DTP药房还存在着区域以外的竞争，这些竞争主要来自于外企与传统药店，后者在产品上具有多元化、服务上具有成本低的优势。三、对DTP药房发展的意见与建议（一）以政策为支持，促进DTP药房模式的发展DTP药房要想实现进一步的发展，需要依靠国家政策的积极支持。首先应该尽可能争取药品处方的公平获取。对此，可以将医院诊疗卡与医保卡绑定在一起，这样使得患者的处方获得与药品调配的环节可以分开，让患者在处方调配上有更多的选择。