As we all know, the pharmaceutical industry has maintained a rapid development speed. From 1978 to 2000, the output value of pharmaceutical industry grew at an average annual rate of 16.6%, which is one of the fastest growing industries in the national economy and one of the subsequent pillar industries in the economic development of most provinces and cities.
At the same time, there is a phenomenon of "one small, two large and three low" in pharmaceutical manufacturing enterprises in China. First, most production enterprises are small in scale; Second, there are many enterprises and repeated products; According to statistics, there are 36 13 pharmaceutical industrial enterprises in China, including 1283 Chinese medicine pharmaceutical enterprises, most of which are private enterprises, among which small and medium-sized enterprises account for 96. 13%. In 200 1 year, the concentration of the top 10 enterprises in the sales revenue of Chinese herbal medicine and Chinese patent medicine industry was only 25%. Third, most production enterprises have low technology content, low research and development ability of new drugs, low management ability and low economic benefits. In addition, drug quality control is not strict, and its competitiveness in the international market is extremely weak.
Two, China traditional Chinese medicine pharmaceutical industry information demand analysis
(A) the characteristics of traditional Chinese medicine pharmaceutical enterprise management
1, in strict accordance with the GMP management requirements of the pharmaceutical industry.
2. The product formula is simple and the accounting method is fixed: compared with other industries, the product structure is particularly simple. The bill of materials generally has only one layer, but it is highly confidential. The production process is relatively fixed, and the collection, distribution and calculation methods of financial cost accounting data are relatively fixed.
3. The vast majority of small and medium-sized Chinese medicine pharmaceutical enterprises have always followed the manual processing mode in business and financial processing. The business types have the characteristics of production and sales based on sales and production planning, that is, the production plan is completed manually according to the sales plan, and the procurement and production business are mostly based on the sales plan and forecast.
4. There are many kinds of drugs, which are updated quickly, but the development cycle of new products is long: drugs respond quickly to market effects, and the varieties are scattered and change quickly. It is necessary to grasp the sales status, storage steps and quality information of each variety in time. Because new products need to go through relevant inspection, approval, clinical trials and so on. , the development cycle is long.
5. Fine material management: the management of materials, from raw and auxiliary materials warehousing to product delivery, all the way to the terminal, including every inspection and quality control, storage status, warehousing in the same batch at different times, different quality status in the same batch, etc. Be strictly classified and managed.
6. Three-dimensional warehouse management: manage raw materials and products in the three-dimensional warehouse, and strictly manage the goods area, goods location and labels in the warehouse.
7. Classified management of suppliers and customers: the qualifications of suppliers and customers must be recognized by three certificates, so as to block unnecessary losses. Classified management according to qualification, credit and throughput, credit control according to customers (or suppliers) and salesmen, and comprehensive assessment.
8. The phenomenon of goods fleeing is serious, and it is difficult to eliminate manual management.
(B) Management difficulties of traditional Chinese medicine pharmaceutical enterprises
1. Marketing is the leader and the biggest bottleneck. Paying attention to the marketing ability of enterprises determines the lifeline of the development of pharmaceutical enterprises.
The pharmaceutical industry belongs to the franchise industry, and the traditional pharmaceutical circulation system has a pyramid structure. Outside the enterprise, drugs must be distributed to pharmacies and hospitals through pharmaceutical wholesalers (provincial and municipal pharmaceutical companies) with franchise rights, forming a unique distribution system with many links, multiple levels and poor information communication. Within the enterprise, the whole structure system from top to bottom includes the vice president of sales, regional manager, regional manager, sales supervisor and medical representative. The sales channel is huge, the sales chain is very long, the information circulation of the whole sales system is not smooth, the market feedback is slow, the operating cost is high, and the management statistics are difficult. For Chinese medicine pharmaceutical enterprises, the production is relatively simple, the marketing is complex, and the overall management of enterprises tends to be customer-centered and marketing-oriented. Therefore, the establishment of marketing system, the management of marketing channels and the development of terminal market also determine the profitability of pharmaceutical enterprises.
2. The overall operating costs remain high, especially commercial sales and terminal sales, which are high and difficult to manage.
The operating cost of Chinese medicine pharmaceutical enterprises is mainly reflected in the cost of internal capital, materials, information exchange and flow, as well as the establishment cost and labor cost of branches. Because the enterprise operates a variety of products at the same time, with branches all over many regions, internal communication consumes a lot of money and materials unnecessarily, but it still cannot guarantee the smooth internal information channels; The information barrier of internal communication makes it impossible for enterprises to effectively coordinate and control production costs, procurement costs, inventory costs, sales costs and management costs; The information island state between institutions increases the internal transaction cost; When enterprises set up branches or merge and absorb other enterprises, they are forced to increase the cost of setting up and personnel because of the inability to centralize management. All these make the overall operating cost high.
The distribution cost (marketing cost) of Chinese medicine pharmaceutical enterprises has exceeded the production cost and product research and development cost, and the distribution cost of some enterprises has exceeded 50% of their sales revenue, which has become the largest component of the overall operating cost of enterprises. Therefore, controlling the distribution cost is an urgent problem for these enterprises.
In addition, it is difficult to manage the collection and payment when selling on credit.
Three. Analysis on Informatization Strategy of Traditional Chinese Medicine Pharmaceutical Industry
In view of the above demand analysis, we should follow the implementation principle of "benefit-driven, overall planning, step-by-step implementation and key breakthrough" and gradually promote the informatization of Chinese medicine pharmaceutical enterprises.
1, profit-driven
Enterprises pursue profit maximization. As small and medium-sized Chinese medicine pharmaceutical enterprises, most of them are private and pay more attention to the input-output ratio. Therefore, they must have reasonable income in order to realize a virtuous circle of "input-income-reinvestment".
2. Overall planning and step-by-step implementation
Firstly, according to the current situation and development goals of the enterprise, the overall plan of enterprise informatization construction is formulated. Through the step-by-step implementation of the 2-3 projects, based on the financial management and business management in ERP system, the network distribution management urgently needed by the enterprise is implemented, and then the production plan management MRPⅱⅱ II II, customer relationship management CRM system, remote OA system, human resource HR system, supply chain SCM system and e-commerce application are gradually implemented. So as to complete the construction of the whole ERP system, realize the informationization, intelligence, flexibility and integration of development, production, sales and office, enable enterprises to respond quickly to the changing market and improve their comprehensive competitiveness.
In view of the management bottleneck of small and medium-sized Chinese medicine pharmaceutical enterprises, based on the management and cost accounting of "goods, tickets and funds", taking the network distribution management as a breakthrough, the agent, dealer, sales representative, after-sales service and internal sales department are organically combined through the network, and gradually realized: the distribution channel layout is reasonable, the rights and responsibilities are clear, the process is standardized and the sales links are simplified; The sales plan is scientific and well-founded, which can be used as decision support for enterprise production; Continuously strengthen sales management and resource allocation to ensure that products are sold at the fastest speed and the best price; Strengthen the budget and cost control of each sales channel, and strengthen the management of accounts receivable in sales channels. Real-time sales statistics, timely and accurate sales analysis. Inventory management, drug expiration date management and sales batch management can be updated in real time, and correct statistical analysis can be carried out. Contract management is orderly, with clear rights and responsibilities.