Research On The Marketing Channel Optimization Strategy Of LN Pharmaceutical Company

There is a very close connection between pharmaceutical industry and national policies.Since the 20 th century, influenced by the medical reform polices,many changes have taken place in the pharmaceutical industry in China, and a number of policies continue to be introduced,beginning to make the management and control of the sale price of pharmaceutical products, the sold drug should be unified bidding and purchasing;along with the continuous adjustment of the basic drug system,a series of changes have taken place in the external environment, which then also produces a series of effects in the pharmaceutical sales environment.From the perspective of the enterprises’ own management, pharmaceutical marketing play an important role in the connecting between pharmaceutical companies and the final consumer.Whether to choose a reasonable and scientific marketing strategies will be an important influence on enterprise’s marketing effect, which determines the development of enterprise operation speed and prospects.In pharmaceutical companies marketing strategy, marketing channel is the vital resources for development,which can become a strong competitive advantage of a pharmaceutical enterprise.LN pharmaceutical company is a local pharmaceutical manufacturing industry leading enterprise committed to product development and product innovation.In 2014, the company operating income is in the top forty among more than seven thousand domestic pharmaceutical manufacturing enterprises.In the face of the pharmaceutical policies carried out by the country being constantly adjusted and dynamic changes in the pharmaceutical industry at home and abroad such as great changes of marketing environment, LN company wants to development, there being both the good opportunities and a great challenge.This paper deeply analyzing LN pharmaceutical company’s problems in the decision-making process such as marketing model behind, terminal sales plan pertinence not strong, lack of control of the channel member and channel conflict serious, provides the measures and suggestions as channel mode optimization, perfecting dealers management mechanism, clear increasing incentives, strengthening channel conflictmanagement and improving terminal sales.Pointed out that based on channel mode optimization level, it can’t ignore the secondary distributors and third end extreme, to further strengthen the details of product distribution;based on dealer management mechanism level,carry on objective appraisal to a number of information to the customer,carry out classification management, pay attention to the rationalization of distribution without excessive perfection;based on incentives policy level,use the rebate conversion mode, adjust the rebate standard methods to motivate the channel members;based on channel conflict management level, need to carry on the scientific, strict separation for the dealers, constantly perfect channel distribution mechanism, implement a relatively perfect supply price management system and logistics control mechanism, in order to fundamentally curb the channel conflict;based on terminal sales level,with hospital and pharmacy channel characteristics as a starting point, combine with the tendering and bidding policy and establish cooperation relationship with the local pharmacies, in order to increase the products’ sales volume.This paper puts forward reasonable measures and suggestions to further enhance the level of LN pharmaceutical company marketing strategy.Besides it attempts to provide references for other enterprises improving the level of channel marketing management under the background of current our country medicine manufacturing industry.