發(fā)布時(shí)間：2018-10-15 14:30

【摘要】：當(dāng)今醫(yī)藥市場(chǎng)競(jìng)爭(zhēng)日益激烈,昆明制藥集團(tuán)面臨著巨大的壓力與挑戰(zhàn),以往客戶直銷(xiāo)的醫(yī)藥營(yíng)銷(xiāo)模式已經(jīng)不能滿足集團(tuán)的需要。為了能在競(jìng)爭(zhēng)激烈的醫(yī)藥市場(chǎng)中站穩(wěn)腳步,昆明制藥集團(tuán)決定對(duì)自己的營(yíng)銷(xiāo)模式與管理方式進(jìn)行改革,主要采用終端與渠道相結(jié)合的復(fù)合式營(yíng)銷(xiāo)模式,并且利用先進(jìn)的互聯(lián)網(wǎng)以及信息技術(shù)的支持,建立以提高集團(tuán)營(yíng)銷(xiāo)管理能力為核心的醫(yī)藥營(yíng)銷(xiāo)管理系統(tǒng)。通過(guò)對(duì)昆明制藥集團(tuán)醫(yī)藥營(yíng)銷(xiāo)方面的特點(diǎn)進(jìn)行分析,結(jié)合目前流行的開(kāi)發(fā)技術(shù),確定了本系統(tǒng)主要選擇易于拓展、方便部署的B/S架構(gòu)進(jìn)行開(kāi)發(fā),并且將MVC設(shè)計(jì)模式與Struts2、Spring以及iBatis三種框架技術(shù)巧妙的結(jié)合,進(jìn)行系統(tǒng)設(shè)計(jì)。在系統(tǒng)UI設(shè)計(jì)上,主要使用傳統(tǒng)的HTML、CSS技術(shù)以及新興的JQuery技術(shù),進(jìn)行系統(tǒng)頁(yè)面的合理布局與動(dòng)態(tài)校驗(yàn)。在數(shù)據(jù)庫(kù)設(shè)計(jì)方面,主要選擇了大型關(guān)系數(shù)據(jù)庫(kù)Oracle lOg作為數(shù)據(jù)庫(kù)平臺(tái),結(jié)合該數(shù)據(jù)庫(kù)安全性強(qiáng)、可操作大量數(shù)據(jù)的特點(diǎn),對(duì)系統(tǒng)信息數(shù)據(jù)進(jìn)行存儲(chǔ)與訪問(wèn)。本醫(yī)藥營(yíng)銷(xiāo)管理系統(tǒng)主要?jiǎng)澐至酸t(yī)藥終端管理、商業(yè)渠道管理、銷(xiāo)售團(tuán)隊(duì)管理、銷(xiāo)售指標(biāo)管理、市場(chǎng)與產(chǎn)品管理、報(bào)表與商業(yè)智能管理六層業(yè)務(wù)功能。用戶可以對(duì)終端資料、終端銷(xiāo)量、終端業(yè)務(wù)的相關(guān)信息進(jìn)行維護(hù)；可以對(duì)商業(yè)客戶、渠道銷(xiāo)售、渠道進(jìn)銷(xiāo)存、銷(xiāo)售協(xié)議、商業(yè)流向等信息進(jìn)行管理；可以填報(bào)工作報(bào)告,進(jìn)行隨訪考評(píng),管理拜訪路線與營(yíng)銷(xiāo)費(fèi)用記錄,并且能夠采集銷(xiāo)售渠道數(shù)據(jù),對(duì)數(shù)據(jù)進(jìn)行整理與分析；還可以對(duì)銷(xiāo)售指標(biāo)進(jìn)行定義與分解,以及指標(biāo)分解的審核與指標(biāo)調(diào)整操作；對(duì)系統(tǒng)文件信息、招投標(biāo)項(xiàng)目信息、活動(dòng)信息等進(jìn)行維護(hù)操作；此外,可以查詢系統(tǒng)中所有的診斷報(bào)告、運(yùn)行看板以及業(yè)務(wù)報(bào)表信息,并且對(duì)需要的信息進(jìn)行導(dǎo)出與打印操作。昆明制藥集團(tuán)在使用了該醫(yī)藥營(yíng)銷(xiāo)管理系統(tǒng)后,可以將終端與渠道結(jié)合,有效的管理營(yíng)銷(xiāo)方面的信息。并且通過(guò)系統(tǒng)的使用,掌握醫(yī)藥市場(chǎng)的銷(xiāo)售動(dòng)態(tài),根據(jù)動(dòng)態(tài)分析,進(jìn)行集團(tuán)內(nèi)部的調(diào)控與細(xì)化管理,提升昆明制藥集團(tuán)的營(yíng)銷(xiāo)能力,使本集團(tuán)走上發(fā)展的快車(chē)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(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：TP311.52

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