【摘要】：當(dāng)今醫(yī)藥市場競爭日益激烈,昆明制藥集團(tuán)面臨著巨大的壓力與挑戰(zhàn),以往客戶直銷的醫(yī)藥營銷模式已經(jīng)不能滿足集團(tuán)的需要。為了能在競爭激烈的醫(yī)藥市場中站穩(wěn)腳步,昆明制藥集團(tuán)決定對自己的營銷模式與管理方式進(jìn)行改革,主要采用終端與渠道相結(jié)合的復(fù)合式營銷模式,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)營銷管理能力為核心的醫(yī)藥營銷管理系統(tǒng)。通過對昆明制藥集團(tuán)醫(yī)藥營銷方面的特點(diǎn)進(jìn)行分析,結(jié)合目前流行的開發(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)頁面的合理布局與動態(tài)校驗(yàn)。在數(shù)據(jù)庫設(shè)計(jì)方面,主要選擇了大型關(guān)系數(shù)據(jù)庫Oracle lOg作為數(shù)據(jù)庫平臺,結(jié)合該數(shù)據(jù)庫安全性強(qiáng)、可操作大量數(shù)據(jù)的特點(diǎn),對系統(tǒng)信息數(shù)據(jù)進(jìn)行存儲與訪問。本醫(yī)藥營銷管理系統(tǒng)主要劃分了醫(yī)藥終端管理、商業(yè)渠道管理、銷售團(tuán)隊(duì)管理、銷售指標(biāo)管理、市場與產(chǎn)品管理、報表與商業(yè)智能管理六層業(yè)務(wù)功能。用戶可以對終端資料、終端銷量、終端業(yè)務(wù)的相關(guān)信息進(jìn)行維護(hù)；可以對商業(yè)客戶、渠道銷售、渠道進(jìn)銷存、銷售協(xié)議、商業(yè)流向等信息進(jìn)行管理；可以填報工作報告,進(jìn)行隨訪考評,管理拜訪路線與營銷費(fèi)用記錄,并且能夠采集銷售渠道數(shù)據(jù),對數(shù)據(jù)進(jìn)行整理與分析；還可以對銷售指標(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；對系統(tǒng)文件信息、招投標(biāo)項(xiàng)目信息、活動信息等進(jìn)行維護(hù)操作；此外,可以查詢系統(tǒng)中所有的診斷報告、運(yùn)行看板以及業(yè)務(wù)報表信息,并且對需要的信息進(jìn)行導(dǎo)出與打印操作。昆明制藥集團(tuán)在使用了該醫(yī)藥營銷管理系統(tǒng)后,可以將終端與渠道結(jié)合,有效的管理營銷方面的信息。并且通過系統(tǒng)的使用,掌握醫(yī)藥市場的銷售動態(tài),根據(jù)動態(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)的營銷能力,使本集團(tuán)走上發(fā)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(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：TP311.52

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