医师视角下处方药销售影响因素调查与分析  

Investigation and Analysis on Influencing Factors of Prescription Drug Sales from the Doctor’s Perspective

作　　者：邢鹏英 XING Pengying(Yangtze River Pharmaceugcal Gang,Taizhon,Jiangsu,China 225321)

机构地区：[1]扬子江药业集团有限公司,江苏泰州227361

出　　处：《中国药业》2021年第4期13-16,共4页China Pharmaceuticals

摘　　要：目的为企业制订处方药销售策略提供参考。方法医师视角下,假设大众(特指医药学专业杂志)广告、企业知识性、企业服务、品牌和企业专业性等五大因素均对处方药销售有显著正向影响,在此基础上建立理论框架模型,生成量表,并提炼问卷内容,对医师进行问卷调查。将五大因素进行数据信度分析、效度分析和假设检验。结果企业服务、企业专业性、品牌、企业知识性与处方药销售呈正相关,路径系数分别为0.326,0.300,0.271,0.156;大众广告与处方药销售无相关性,路径系数为0.037。结论企业服务、企业专业性、品牌、企业知识性对处方药销售的影响差异较大,不同企业须结合不同资源制订处方药销售策略。Objective To provide a reference for enterprises to formulate a sales strategy of prescription drugs.Methods From the doctor’s perspective,it was assumed that the five major factors of prescription drug sales,such as mass(especially referring to medical journals)advertising,enterprise knowledge,enterprise service,brand,and enterprise professionalism,had a significant positive impact on prescription drug sales.On this basis,the theoretical framework model was established,the scale was generated,and the questionnaire content was refined.The questionnaire survey was conducted among doctors.The data reliability analysis,validity analysis and hypothesis test were conducted for the five major factors.Results Enterprise service,enterprise specialty,brand and enterprise knowledge had a positive impact on prescription drug sales,with path coefficients of 0.326,0.300,0.271 and 0.156,respectively.There was a non-positive effect between mass advertising and prescription drug sales,with a path coefficient of 0.037.Conclusion The enterprise service,enterprise specialty,brand and enterprise knowledge have different influences on prescription drug sales.Therefore,different enterprises should combine different resources when formulating the sales strategy of prescription drugs.

关 键 词：医师视角 处方药 销售策略 影响因素 因素模型 

分 类 号：R95[医药卫生—药学]