Study On The Marketing Channel Construction Of Medical Wholesale Enterprise Based On The Analysis Of Channel And Channel Strength

With the rapid and sustained increase of the national economy of our country, the medical industry develops so fast that it not only changes the fact that the supply doesn't meet the demand, but also brings in quite a few effective new products. Therefore, it guaranteed the increase of our national health level. In the meanwhile, with the development of the national economy, the income of the rural and urban residents skyrocket and people's awareness of their health go up accordingly. As a result, the market of the medical health products has been active for the past more than ten years. And the consuming terminal of the medical products will be more active in the long time to come with the diversification of the marketing channel and the improvement of the social security system. The medical industry especially the medical wholesale enterprise which is responsible for transforming the products to the goods must get rid of the planned economic model, and make use of its advantages in market economy and competitive model to enhance and improve itself.This paper studies the development and the future of the medical industry in our country and focus on the changes of the marketing competitive forms that will take place especially after our joining of WTO in the market economy. And it also points out the current problems and summarizes the tendency for future development. Combined with the Management and Marketing theory, this paper also depicts the channel functions shouldered by the medical wholesale enterprise. We find out that Channel management is very significant in creating core competitive ability and strategic alliance after analyzing the channel flow and channel function. And it's also important in the course of management based on the theory of 4ps. The above theories are proved by Industry Structure theory, Core Competition theory and Value Chain theory. Since channel is the key element in the development of the medical wholesale enterprise and the motivation of increasing the core competitive ability, detailed analysis and the effective control of various flows are the main contents of channel strategy. So Channel Strength theory is used to analyze how to create competitive advantage in medical wholesale enterprise. Channel Strength, a kind of coordinating and conformity ability in the course of commodity circulation, exists in all stages of...