Whampoa Company Agent Marketing Channel Optimization

The medicine industry is the national supported and rapidly developing industry, which plays a very important role in constructing the harmonious society.As the bridge between the enterprises and the market, and the connection between products and consumers, marketing channel greatly determines the future of an enterprise.With the unceasing enhancement of people's living standard and medical industry's high speed development, medicine market gradually transforms from sellers'market to buyers'market, thus making the market more and more competitive. Under the environment of sharp policy, product homogeneity and low profit, it is very vital for an enterprise to construct an effective and steady marketing channel, which plays an important role in improving the core competence of an enterprise and its market share.In recent years, great changes have taken place in the medical environment both from domestic and abroad. With the rapid spread of international financial crisis, the frequent putting forward of new national policy and bid inviting strategies, all these factors have greatly influenced the medical industry. Huangpu Company is a branch of an Taiji Group and now it is in charge of the mainstream antibiotics that is a special variety and originally-researched. This company is also in charge of prescription drug, especially the following-mentioned responsibilities:the marketing channel and innovative development of the antibiotics items.This paper is to take the theory of marketing channel management system for guidance, using a combination of case analysis and theory research approach to Huangpu (Taiji Group) agent marketing channel for the study to identify the agent's lack of marketing channels and existing problem, promote a workable and practical optimization strategy. And let the company accurate grasp of market opportunities, improve the management efficiency of marketing channels and hope in the new form of health reform, Huangpu company could build a consistent marketing channel management of the future development of roads, and to make Taiji Group related to sustainable development and innovative marketing channel have some reference value.