Research On The Innovation Of Marketing Channels Of The Medicine Products

At present,the medical commence of China is in the transition.Policy and market are all changing greatly.Firstly,the medical insurance reform in progress would influence most consumers' behavior to a great extent.Secondly,the classifying management system on prescribed medicine and non-prescribed medicine is going on in our country.And the policies for the pharmaceutical manufacturers and the medical trade enterprises obeying the GMP and GSP respectively also would affect the medicine market.The goal of medicine product is prevents,diagnoses and treats the disease for the people,they are the person's health and the safety direct correlation product.The good medicine marketing channel may guarantee the medicine product quality,moreover also may guarantee the user's the drug efficacy rate and the reasonable selling price.This article makes the foundation in analyzes our country medicine market present situation,The paper's research content includes five aspects:First is the paper fundamental research direction,the domestic and foreign present research situation and so on;Second is the medicine channel basic concept and the analysis of related theoretical;Third is the present analysis of our country's medicine product marketing channel situation;Fourth is the key of the paper,it contents the analyze and research of the medicine product marketing channel innovation,it is also divides into the idea and the theory,the marketing channel conformity in the concrete implementation process two major aspects;Fifth is the achievements appraisal of the medicine marketing channel innovation.This article is based on our country national condition and the marketing practice,the discussion medicine product marketing channel innovation mentality,proposed the practical significance and feasible,the marketing channel reversion innovation pattern which adapts with our country medicine enterprise.The medicine product marketing channel reversion pattern namely according to the medicine product expense demand,the expense behavior and the product characteristic choice retails the terminal,fully considered the terminal the characteristic and the benefit,and according to the middle business financial resource,the prestige,the ability and with retail the terminal the relations,further upward choice middle business,until dealer which has the direct service relation with the drugs manufacture enterprise.It will put in order to the strip channel to bring into line with the enterprise the marketing system,through will strengthen various links the cooperation to achieve the enterprise the strategic intention.This article strengthens the medicine channel management through the reversion channel innovation pattern.It has the practical significance which our country medicine enterprise's fast developed.