| Medicine closely related with each person, any changes in medicineindustry will give rise to extensive social attention, while medicinecirculation has become the focus of government and society concern.However, there exist many problems in medicine circulation which haverelationship not only to state policies, marketing modulation andmedicine distributors'qualification, but also to medicine manufacturers'marketing channel design, management and control. Our backwardmedicine marketing channels cause the terminal medicine priceexcessively to be high, which brings serious burden to the consumers inour country, and which isn't beneficial to the development of ourmedicine market. Meanwhile, our country, has opened to outside worldmedicine marketing channels since the entry to WTO. Foreign medicinecompanies have gotten into our medicine market. They compete againstdomestic medicine companies sharply. So whether the development ofour medicine market, or tackling the competition of foreign companies istaken into account, it's very necessary to study our medicine marketingchannels carefully and thoroughly.From the actual conditions of China's medicine marketing channels,This article studies the market environment of medicine marketingchannels, analyzing the fundamentals of medicine marketing channelsand factors affecting the medicine sales channels, studies theoptimization of medicine marketing channels: In theoretically, proposethe innovation medicine marketing idea inducting the market competition idea. In the method, proposes the optimized medicine marketing channelconstruction and the design. In the practice, strengthens the channelconflict management, improves the channel condition, strengthens thechannel conformity, inducts the customer relations management, raisesown management level. Finally through the case, further discusses theconcrete measure which the medicine marketing channel improves.Presently, with the gradual improvement of living standards of thecommunity, the medicine expense is on the rise, the medicine marketcapacity is huge, our country medicine industry is facing anunprecedented development opportunity. But with the expense ideatransformation along with the medical service organizational reform aswell as the market further foreign opening, the medicine marketcompetition is also superheating and internationalizing day by day. Weonly set up the new market idea, improve the channel structure,promote channel management level, can fundamentally enhance themarket competition ability of the medicine enterprise. |
