نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی، مدیریت استراتژیک، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

2 استادیار، مدیریت رفتار سازمانی، گروه مدیریت بازرگانی و کسب‌ و کار، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

3 استادیار، مدیریت منابع انسانی، گروه مدیریت بازرگانی و کسب ‌و کار، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

چکیده

مقدمه: داروهای گیاهی از ارزش و اهمیت زیادی در تأمین بهداشت و سلامت جامعه، هم به لحاظ درمان و هم از نظر پیشگیری از بیماری‌ها برخوردار هستند. با این ‌حال، هنوز تحولی در کانال بازاریابی و عرضه داروهای گیاهی در کشور رخ نداده است. از این‌رو، پژوهش حاضر با هدف شناسایی مشکلات کانال بازاریابی داروهای گیاهی از منظر شرکت‌های تولیدکننده داروهای گیاهی انجام شد.روش‌ بررسی: این مطالعه از نوع کیفی بود و جامعه تحقیق را شرکت‌های تولیدکننده داروهای گیاهی استان‌های تهران و قم تشکیل دادند که از این‌ بین، 15 تولیدکننده با روش نمونه‌گیری هدفمند و گلوله برفی به‌ عنوان نمونه انتخاب شدند. مصاحبه‌های اکتشافی با 15 نفر از مدیران عامل و مدیران بازاریابی و فروش شرکت‌های تولیدکننده داروهای گیاهی انجام گرفت و سپس با استفاده از روش تحلیل محتوای چارچوب‌دار تجزیه و تحلیل گردید.یافته‌ها: مشکلات کانال بازاریابی داروهای گیاهی شامل از بین بردن برند محصول با تبلیغات و تخفیف‌های نامناسب، مباحث مربوط به ویزیتورها و سفارش‌ها، مدیریت ارتباط با مشتری، ویزیت علمی، روابط ناسالم بین توزیع‌کنندگان، سرعت، کیفیت و کمیت توزیع، مباحث مربوط به قطع همکاری و قراردادهای توزیع، زمان و نوع تسویه، مرجوعی محصول و... بود.نتیجه‌گیری: به منظور حل مشکلات کانال بازاریابی داروهای گیاهی، باید تمامی روش‌های بازاریابی (Marketing Tactics) با یک نگاه سیستمی و یکپارچه مد نظر قرار گیرد؛ چرا که این مسایل و مشکلات تحت تأثیر و تأثر یکدیگر می‌باشند.

کلیدواژه‌ها

عنوان مقاله [English]

The Problems of Herbal Medicines Marketing Channel from the Perspective of Manufacturers: A Qualitative Study

نویسندگان [English]

  • Ali Abedini 1
  • Hamidreza Irani 2
  • Hamidreza Yazdani 3

1 PhD Student, Strategic Management, Department of Business Administration, School of Management and Economics, Tarbiat Modares University, Tehran, Iran

2 Assistant Professor, Organizational Behavior Management, Department of Business Management, School of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran

3 Assistant Professor, Human Resources Management, Department of Business Management, School of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran

چکیده [English]

Introduction: Herbal medicines are important in providing community health, both in terms of treatment and in preventing diseases. However, there has not yet been a slight change in the marketing channel and the distribution of herbal medicines in the country. In view of this, this study endeavored to identify the problems of herbal medicines marketing channel from the perspective of manufacturers.Methods: The population of this qualitative research were herbal medicine companies in Tehran and Qom provinces, Iran, from which 15 producers were selected as the sample using purposive and snowball sampling methods. Exploratory interviews were conducted with 15 chief executive officer (CEOs) and marketing and sales managers of herbal medicine companies, and the problems were identified and analyzed using framework content analysis method.Results: The problems of herbal medicine marketing channel were as destroying the product brand with inappropriate advertisements and discounts, topics related to visitors and orders, customer relationship management, scientific visit, relationships between distributors, speed, quality and quantity of distribution, termination of cooperation and distribution contracts, time and type of settlement, product returns, so on.Conclusion: To solve the marketing channel problems of the herbal medicine, we need to consider all marketing tactics with a systematic view, as these problems may interact.

کلیدواژه‌ها [English]

  • Marketing
  • Pharmaceutical Distribution
  • Herbal Medicine
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