Research On The Optimal Design Of Marketing Channels In H Chinese Medcine Company

In recent years, there has been a great change in china medical system reformwith the rapid development of China's pharmaceutical industry and graduallyimprovement of China's pharmaceutical market. Many SMSPC (small and mediumsized pharmaceutical companies) declare bankruptcy or be acquired because of theimpact from changeable environment. It has aroused a big problem that how toimprove their competitiveness, how to improve their living condition and then grow.This article aims to find a breakthrough point among four basic elements under theguidance of marketing theory to solve the above problem. The SMSPC should preferto confirm competitive advantage and developed orientation to cut into the targetmarket than its own weakness on economic strength and R&D ability, for the sake ofhigh efficiencyand large sales from marketing channels.As a small and medium traditional Chinese medicine companies, H not onlyestablished its own breeding base, and also developed exclusive products in higherefficacy by joint research with higher institutions, which make H got significantlyincreased revenue. But during the past two years, H has been caught into thebottleneck. It is imperative to analyses H problems, re-optimize and redesign saleschannels in order to drive business out of the woods.This article firstly introduced research background, significance, ideas andmethods, followed by literature review on sales as theoretical basis for the analysisbelow. As follow, it introduced current management and operating conditions in H,analyzed the mainly related factors in channel design in the sequence from macro tomicro, then provided H channel optimized design proposal and make channelsefficiency evaluation. Along the thought of discovering problem, analyzing problemand solving problems, it put forward the solution with the integration of theory withpractice, combination quantitative analysis with qualitative analysis, which could helpH strengthen their core competitiveness---channel construction, large sales and highereconomic benefits for the enterprises and community.