GEHC Hunan Distribution Channel Research

This paper analyze the characteristic of customer– Hospitals and Channels of Distribution Dealers in the first place, Then it points out that due to GE large healthcare equipments are of huge capitals and long duration, users of the equipments and dealers face the risk of choke point of Capital. It's impossible to credit our common users and dealers if GE Healthcare itself wants to avoid the risks. In order to solve the problem of choke Point of Capital, GE Health unites the third party financing institutions, to provide the large capitals for buying the equipments. Meanwhile, it accelerate the development of dealer,enlarge the sale and extend the market share by financing.The whole thesis is consists to four parts. There are four parts in the article. The first part is the introduction of research backgrounds and its significances. It summarizes the present condition of the financing of healthcare equipments according to the present marketing situation and the relevant channels of distribution theories, and the research routes and contents. The second part is the brief introduction of GE Healthcare system, conditions and frameworks of channels of distribution. Aiming mainly on distribution channels in Hunan, the third part introduces:①its layouts, selections and frameworks (goals of promotion management, multi-dealer model and single authorization);②selection and inspiration of dealer, channel management and control (present conditions and principles of channel management, influences of GE Healthcare– to change itself from marketing hunters to plowmen who devote to improvements);③problems and improvements on the channel (the hastening conflicts of multi-channel and dealers), to change the authorization from former zone distribution to accounts distribution to ensure one sales and one dealer target one customer (within authorization), which makes work particularity. Fourth part also takes Hunan channels of distribution for example, introduces guarantee measurements of channel building, healthcare financing guarantee is the crucial one which lists all the financing guarantees and proposals available for GE Healthcare. Financing sales in Hunan channels of distribution plays a significant part in the strategy goals. Excluding Financing lease, the other Financing patterns occupy 30%, this percentage is predicted to rise in future. Furthermore, there is a close connection within financing and channel distribution. Financing solve the problem of choke Point of Capital, meanwhile, it accelerates channel distribution and development. Finally, it discusses other guarantee measures of Human Resource and its managements.