Chengdu Hs Pharmaceutical Co., Ltd. Marketing Channel Mode

With the more furious competition of the domestic reforms on the system of medical treatment and international medicine market,the pharmacy enterprise in china are facing much more competitions and challenges .More and more pharmacy companies have focused on the construction of drugs marketing channel for their own existence and development. The design and choice of the marketing channel patterns is very important to exert the function of the marketing channel .Under the current situation , how to design and choose the marketing channel pattern ,which is suitable for the product characters and resource of the companies, reply the market variety and strengthen the business enterprise competition ability, is a fatal problem to each pharmacy enterprise in present.HS Pharmacy Company has used direct selling pattern for several years, then they found this pattern had not adapted for the change of the market environment and the request of the company resources and development programming. HS corp. has met lots of problems, such as the straight atrophy of old product sale, new product's slow-moving expansion,the quick drop of products market quota,the raise of selling cost, the depravation of financial condition and the marketing channel out of control etc. Therefore,it is a close problem of success or failure that how to design and choose a perfect,unimpeded,efficient rugs marketing channel mode under their control and manage them availably for HS company.This paper used the theories of marketing management, financial management, supply chain management to analyze marketing channel pattern of HS company based on the actual circumstance of the medicine profession in our country and focus meticulous of research on the mode of the existing marketing channel.In this research, through using market segment analysis , product life cycle analysis and gap analysis ,we find HS company didn't select the right market position, the present marketing channel pattern didn't suit for the development and resource of HS company. So we redesign the position and selected a new marketing channel pattern for HS company. The new...