Researc On Pharamaceutical Channel Management Under New Health Care Envirement

With the increasingly deepening medical reform, the new health carereform policy is finalized, which makes the medicine marketing channels inChina is facing a great change. Under the new health care reform, with theestablishment of the list of essential medicines in our country, more and moreinfluence of drug price limit, pharmaceutical enterprise product research anddevelopment is relatively backward in our country, the promotion effect ofalso more and more small. This leads to pharmaceutical companies have adifferent approach to reduce the product cost to deal with the problems in themarketing. Marketing channel management, as a once overlooked by mostdomestic pharmaceutical enterprises, are now increasingly brought to theattention of the enterprise. How to use the medicine sales channelsmanagement to reduce the cost of sales in the medicine marketing channels,improve the efficiency of the channel; When in the face of new marketdevelopment, how to quickly determine the channel mode and establish areasonable and efficient marketing channel, is this research object.Firstly, based on the research of today’s domestic pharmaceuticalindustry status, this paper found the major factor in the development ofChina’s pharmaceutical market from the economic population, thepharmaceutical market environment, policies and regulations related tohealth care reform. Then we analyzed the status of China’s pharmaceutical marketing channel and the reasons lead to the low efficiency and high cost ofmarketing channels, and made contrast to pharmaceutical marketing channelsof developed countries, noting that the gap between China and the U.S.pharmaceutical marketing channels. Then we described the pharmaceuticalmarketing environment changes brought about under the new health carereform, pointing out the necessity, predominance and processes of theconstruction of new medical reform pharmaceutical marketing channels. Inaccordance with the proposed channel construction process, we studied thepharmaceutical marketing channels selection, marketing channel membersmanagement and incentives and the conflict to be resolved. Finally, wepresent the actual case of a member of pharmaceutical companies, for thechannel model structure, we studied the construction process of the channel,the selection of channel members and the channel conflict prevention andresolution according to the channel construction process we provided earlier.We were innovative to assort the channel type members with differentfunctions in the background and strengthen the scientific management of thechannel.It is hoping to help improve the marketing of our pharmaceuticalenterprises channel management and control capabilities, so thatpharmaceutical enterprises in China has witnessed tremendous changes in thecurrent market, adapt to market changes quickly, so that enterprises havebecome more competitive.