Study On The Management Of Distribution Channel For Medicines In Chinese Pharmacy Industry

Due to the fast development of global economic integration, the environment of competition in our pharmacy industry has changed, and the traditional distribution channels of medicine have been challenged, the methods of marketing and selling are changed continually. The importance of distribution channel reaches the strategic level. The first, this article states the characters of pharmacy industry and medicine market. The second, it discusses the main models of channels for both OTC and prescription medicines. The third, it dissertates that how to improve the management and control of channels. The fourth, it forecasts the develop trends of distribution channels. Finally it gives an example, discusses the distribution channel of Smecta, a product of a joint venture pharmaceutical company and gives some suggestion on improving the management.This article includes six parts:Part one, analysis of market environment of Chinese pharmacy industry, overview on the characters of products and consumers, characters of distribution channels and it's developing.Part two, introduction of the basic theory on channel's management and the new studies.Part three, analysis of main models of medicine channels in China, discussing of the difference between OTC and prescription medicines.Part four, study on management of channels, from model-choosing, management of channel's member to the management of channel-conflict. Focus on the cross-territory selling.Part five, the development of medicine's channels in China, including the deeply distributing, logistics and e-commerce in the future.Part six, the example for the distribution channel of Smecta, analysis and suggestion on it's channel management.