| The Chinese pharmacy industry Started from the beginning of last century, and developed sharply for the opening policy since last 1980s. The annual growth rate of pharmacy industry is 17.7%. Comparatively, the annual growth rate of national industry is 4.4%, and the annual growth rate of pharmacy industry of the main countries is 13.8% since the newly 30 years. So china became the fastest growing medicine market. The experts anticipated that the annual growth of pharmacy industry will reach 20% in the near future. At 2010, the Chinese pharmacy industry will reach us$24 billion, the fifth medicine market.In the newly risen industry, there are many opportunities. With the China' entry to WTO, the monopoly of medicines circulation by the government will be broken. The entry of the foreign medicine and the unveiling of the public welfare will lead to the fierce competition in the market. If the pharmacy companies want to be the leader in the market, the specialized and highly-efficiency marketing network are very important. To be frank, national pharmacy companies, especially the private companies is unskillful and pay little attention to it. This lead these companies to the growth bottleneck after some extent. It's difficult for them to go further.Luckily, I have the chance to working in this kind of private pharmacy company, feeling that the marketing network and the marketing strategy are very important to this company. During the study of MBA, I pay special attention to the effect of the marketing network and the marketing to a enterprise. In this paper, I studied the advanced experience of the successful designing of the marketing network and the marketing strategy of national and international companies, and linked up China'scharacter of medicine business, design and analyzed the typical JX company. I wish this analysis will benefit the similar companies, helping them to take the chance in the increasingly fierce competition.JX company is a private company specialized in installing of the communication project. Because of the change of the government's policy, JX need to shift the direction. So JX entered the medicine field. At the beginning, JX was weak at the talent, technique, capital, and management. In order to exploiting the market, JX carry out the agencies policy, the agencies purchase the medicines at a very low price. Because the high profit, the agencies marketed the medicines actively, and the JX developed very quickly. But the loose relationship of the agencies and JX cannot support the long development of JX. So the relocation of the marketing is need for JX to go further.The paper analyzed the present situation and the trend of the medicine industry, getting united the marketing strategy and the long-term and short-term developing strategy, then bring up the new policy of stabilizing the main agencies, and setting up branch office led by the JX at the high-market-capacity city, building a sales team led by the JX to form the company's core competence, it's good for the long development of the JX. In order to carrying out these policies, the paper elaborate detailed how to build the marketing channel, how to manage the channel, how to set up branch offices, how to manage branch offices, and how to adjust the product structure. The paper also tell the modification of the organization structure and the management of talent in order to match up the purpose... |
