And Integration Management Based Sanjin Pharmaceutical OTC Marketing Channel Value Chain

With the implementation of medical reform and the accelerated pace of global economic integration, OTC distribution channels in China is facing severe challenges. The face of the contradictions of market policy changes quickly and the long cycle of new drug approval, more and more pharmaceutical companies to focus on the construction of the marketing channels. Channel construction has become an important factor in the survival and development of the pharmaceutical companies. How to build the product characteristics and pharmaceutical companies, and their own resources and future development planning is to match the flexible and effective marketing channel model, has become an urgent problem put in front of each pharmaceutical company.This paper takes value chain as an analytical tool, firstly elaborates the value chain of marketing channel management theory, then in-depth analyzes the status and problems of Sanjin Pharmaceutical OTC marketing channels, through value chain analysis of Sanjin Pharmaceutical OTC marketing channels, concludes that the function of marketing channel must base on the value created by the value chain and it should satisfy the value need of customers. It is based on value chain the main goal of the marketing channel integration and management. Shortly thereafter, the paper describes based on the value chain for Sanjin Pharmaceutical OTC marketing channels integration objectives and principles, proposes new integration mode and compares with pre-integrated, meanwhile elaborates integrative approachFinally, from a theoretical analysis content of based on the value chain Sanjin Pharmaceutical OTC marketing channels management, and its essence is to do the work in three areas:strengthening the core position of customer value in channel management, maintaining the harmonious relationship between channel members and channel members take great effort to enhance their core competencies. Sanjin Pharmaceutical also needs to solve the problem of channel conflict, focusing on cultivating enterprise core competencies. of channels value chain node...