【摘要】：當今醫藥市場競爭日益激烈,昆明制藥集團面臨著巨大的壓力與挑戰,以往客戶直銷的醫藥營銷模式已經不能滿足集團的需要。為了能在競爭激烈的醫藥市場中站穩腳步,昆明制藥集團決定對自己的營銷模式與管理方式進行改革,主要采用終端與渠道相結合的復合式營銷模式,并且利用先進的互聯網以及信息技術的支持,建立以提高集團營銷管理能力為核心的醫藥營銷管理系統。通過對昆明制藥集團醫藥營銷方面的特點進行分析,結合目前流行的開發技術,確定了本系統主要選擇易于拓展、方便部署的B/S架構進行開發,并且將MVC設計模式與Struts2、Spring以及iBatis三種框架技術巧妙的結合,進行系統設計。在系統UI設計上,主要使用傳統的HTML、CSS技術以及新興的JQuery技術,進行系統頁面的合理布局與動態校驗。在數據庫設計方面,主要選擇了大型關系數據庫Oracle lOg作為數據庫平臺,結合該數據庫安全性強、可操作大量數據的特點,對系統信息數據進行存儲與訪問。本醫藥營銷管理系統主要劃分了醫藥終端管理、商業渠道管理、銷售團隊管理、銷售指標管理、市場與產品管理、報表與商業智能管理六層業務功能。用戶可以對終端資料、終端銷量、終端業務的相關信息進行維護；可以對商業客戶、渠道銷售、渠道進銷存、銷售協議、商業流向等信息進行管理；可以填報工作報告,進行隨訪考評,管理拜訪路線與營銷費用記錄,并且能夠采集銷售渠道數據,對數據進行整理與分析；還可以對銷售指標進行定義與分解,以及指標分解的審核與指標調整操作；對系統文件信息、招投標項目信息、活動信息等進行維護操作；此外,可以查詢系統中所有的診斷報告、運行看板以及業務報表信息,并且對需要的信息進行導出與打印操作。昆明制藥集團在使用了該醫藥營銷管理系統后,可以將終端與渠道結合,有效的管理營銷方面的信息。并且通過系統的使用,掌握醫藥市場的銷售動態,根據動態分析,進行集團內部的調控與細化管理,提升昆明制藥集團的營銷能力,使本集團走上發展的快車道。
[Abstract]:With the increasingly fierce competition in the pharmaceutical market, Kunming Pharmaceutical Group is facing great pressure and challenge. The past direct marketing mode of medicine can no longer meet the needs of the group. In order to stand firm in the highly competitive pharmaceutical market, Kunming Pharmaceutical Group decided to reform its marketing mode and management mode, mainly adopting the compound marketing mode which combines terminal and channel. And with the support of the advanced Internet and information technology, a pharmaceutical marketing management system is established with the core of improving the group's marketing management ability. By analyzing the characteristics of pharmaceutical marketing in Kunming Pharmaceutical Group and combining with the current popular development technology, it is determined that the system mainly selects the B / S architecture which is easy to expand and easy to deploy. The system is designed by combining MVC design pattern with Struts2,Spring and iBatis. In the system UI design, the traditional HTML,CSS technology and the emerging JQuery technology are mainly used to carry out the reasonable layout and dynamic verification of the system pages. In the aspect of database design, the large relational database (Oracle lOg) is chosen as the database platform, and the system information data is stored and accessed according to the characteristics of the database which is strong in security and can operate a large amount of data. The medicine marketing management system mainly divides the medical terminal management, the commercial channel management, the sales team management, the sales target management, the market and the product management, the report form and the business intelligence management six business functions. Users can maintain information about terminal information, terminal sales volume and terminal business; can manage the information of commercial customers, channel sales, channel sales and storage, sales agreements, business flows, etc.; they can fill in work reports, To follow up and evaluate, manage the route of the visit and the record of marketing expenses, and be able to collect sales channel data, collate and analyze the data, also can define and decompose the sales index, And the index decomposition audit and index adjustment operation; system file information, bidding project information, activity information and other maintenance operations; in addition, can query all the system diagnosis reports, running Kanban and business report information, And the information needed to export and print operation. After using the system, Kunming Pharmaceutical Group can combine the terminal and the channel to manage the marketing information effectively. And through the use of the system, grasp the marketing trends of the pharmaceutical market, according to the dynamic analysis, carry on the internal regulation and detailed management of the group, improve the marketing ability of Kunming Pharmaceutical Group, so that the Group will take the fast track of development.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：TP311.52

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