Sichuan Yn Pharmaceutical Co., Ltd. Marketing Channels Research

Along with national GMP authentication policy, medicine sale online, dispensary dividing up from hospital, penalization of medicine sale with money, continual scandals in medicine industry, such policies have been run make medicine factory have to face serious crisis; The second market and the third market has quickly rised with new national rural medicine treatment has been run. In the sharply changing environment of market, enterprises should construct effectual market channel system basing on characteristic of product, enterprise resource and long term layout.The Sichuan YN medicine company operates few products, but the output and sale drop down in recent years. It has used rough multi-market channel without suitable market policy, so management is in chaos, channel conflict show many important question, market policy change quickly, the loyalty of channels staff is in low level. New product has few market, and the market channel is operated in sightless and low level phase. There is a chiefly task which YN company should do is to construct smooth, efficient, powerful control, capital velocity and utilize rate market channel, so that it could insure new product to be sale well.The dissertation basing on the real condition of Chinese medicine market, state policy, taking the example as the company, with the characteristic of product, market of target, long term layout, the true condition of the company market channels and analysing the future tendency of market, infer that the YN's market channel strategy is not suitable and competent in now days. The dissertation also scientificly use knowledge of marketing to design new channels for the company which make precaution and solution and analysing important questions which might be appear in new channel's operating, managing and controlling.