Under The Background Of New Medical Reform Jishi Pharmaceutical Marketing Channel Transformation

Along with the rapid promotion of medical system reform, the drug centralizedbidding and purchasing, the basic drug distribution system, reform of the publicmedical institutions and other relevant supporting policies have been introduced. InJuly24,2009the "2009annual work of medical and health system five key reformmain arrangement" by the State Council formally announced the formalimplementation of the tender system, basic drugs. In2013the number of basic drugsmade further adjustments, increased from307in2009to520in2013varieties,increasing base drugs means that pharmaceutical marketing competition. Because ofthe particularity of drugs, basic drugs system stipulated in rural primary medicalinstitutions must use all the basic drug catalogue of drug, and in accordance with thezero profit sales, catalog sales outside of the drug are not allowed in the basic medicalinstitutions. The government mandatory bid in grassroots medical institutions toexpand product market share, and forced the unsuccessful products from thegrassroots medical market, which makes the drug marketing channel original hasundergone major changes, especially not the manufacturers, the most significantchange is the pharmacy will replace the hospital has become an important channel forsales of drugs. Jishi pharmaceutical is a company with more than50years history oftraditional Chinese medicine pharmaceutical enterprises, which belongs to thenational high tech enterprise. Changing the current pharmaceutical market,pharmaceutical existing marketing pattern Jishi has restricted the enterprises biggerand stronger.This paper combines with Jishi pharmaceutical exisiting marketing channel asresearch samples, use of marketing theory, combined with the new medical situation,analysis of existing pharmaceutical existing marketing channel advantages anddisadvantages, puts forward new idea of Jishi pharmaceutical marketing channel, atthe same time, through the study of Jishi medicine industry this template, hoping tohave certain reference significance the present stage of our country medicinemarketing chammel mode.