Study On Evaluation And Stimulation And Restriction Mechanism Of Marketing Morals In Large Medicine Enterprises In China

Paying close attention for a long time and thinking continuously to marketing morals of medicine enterprises, and choosing evaluation and stimulation and restriction mechanism as two angles, the author analyses comprehensively the problems of marketing morals of large medicine enterprises in our country. This thesis is supposed to solve problems of three aspects which have close connection and formulate a system, and these three problems are as follows: the construction of value-oriented model of marketing morals of large medicine enterprises, the evaluation of marketing morals of large medicine enterprises, and the design of stimulation and restriction mechanism to marketing morals of large medicine enterprises.This thesis is trying to construct the value-oriented model of marketing morals of large medicine enterprises. Based on the historical documents and questionnaire investigation, the author thinks the value-oriented model of marketing morals of large medicine enterprises includes five aspects as follows: drugs safety and health, marketing information Symmetry, reasonable pricing, no discrimination and fair competition, and after-sale service. Large medicine enterprises in our country are supposed to customer-oriented, sell safe and healthy drugs as its mission, make its information open, price reasonably, being fair to customers (for example, they sell drugs with bad quality to farmers, and sell drugs with good quality to foreigners, and sell drugs with common quality to citizens) and its competitor and do better in after-sales service. Doing like these, we can see their behavior moral. The value-oriented model of marketing morals of large medicine enterprises is that V=f(drug safety and health, marketing information symmetry, reasonable pricing, non- discrimination and fair competition, good after-sales service).Based on the value-oriented model, this thesis is trying to carry on evaluation on the marketing morals of large medical enterprises. In order to carry on evaluation on the marketing morals of large medicine enterprises, the author builds 5 first level evaluation index, which are medicine marketing ideas, medicine organization management, medicine marketing strategy, medicine marketing ways and medicine marketing cost, and builds 19 second level evaluation index including the responsibility of medicine enterprises. The evaluation approach this thesis used is building Blurring Comprehensive Evaluation Model. And as the same time, this thesis chooses an example to show the application of the Blurring Comprehensive Evaluation Model.This thesis is trying to design the stimulation and restriction mechanism of marketing morals of stated-owned medical enterprises. The author choose state-owned large medicine enterprises as an example, and design a kind of systematical stimulation and restriction mechanism based on inner management and governance. This mechanism has two levels. Firstly, in the governance level, the subject is stated-owned capital management committee and the object is the stated-owned enterprises, in the process it need state drugs supervision bureau and other branches to hold out. Secondly, In the inner management level, the subject is the board of the stated-owned enterprises and higher managers, the object is the employees of the stated-owned large medicine enterprises, including the building of enterprise culture and so on. The latter is following the former and they are coactive in the constructing of the marketing morals of the stated-owned enterprises.This thesis makes the value-oriented model, the moral evaluation and stimulation and restriction mechanism of large medicine enterprises as a whole. The value-oriented mode) is the base and premise of marketing moral construction, the moral evaluation is the resource of the stimulation and restriction mechanism. They are interplayed and are all important parts of the marketing moral construction of the large medicine enterprises in our country.