The Model Innovation Of Pharmaceutical E’jiao OTC Marketing Channel

In this paper the sales models and character of the domestic Ejiao OTC market will be analyzed from the data of dozens of domestic Ejiao OTC manufacturers from 1998 to 2014. Result of the research indicates that, there is lots of optimization potential in the domestic Ejiao OTC market, for example, the irrational sales structure, the low-level sales channel management and the imperfect sales terminal construction. In order to solve these common problems, we need to develop more policies and more adjustment for sales models of the domestic Ejiao OTC market. In this paper the sales information of some famous domestic OTC manufacturers, like Dong’e, Fupai, Tongrentang, Taiji, Yixiaotang Huaxin and Jishui will be systematically analyzed. From the analyzing of the historical sales development of these OTC manufacturers the problems in the development will be discovered. For each problem the reasonable solutions will be raised, in order to reach a better arrangement of the human resource, financial resource and material resource, to discover an innovative sales mode, and to achieve the strategic goals of sustainable development.Based on the marketing channels, marketing management and understanding of new marketing model, this paper will propose an innovative sales model for Ejiao OTC sales, from the deep analyzing of the OTC sales models of the Ejiao Manufacturers, in order to ensure the effective, rapid and accurate transformation and execution of the Ejiao sales, and provide a powerful protection mechanism for company’s development systems, organizational structure and operation systems.At last, this paper will make a summarization. Based on Ejiao’s historical culture and background, an innovative solution will be proposed for the domestic Ejiao OTC market. In order to solve the existing problems, such as channeling chaos goods and unstandardized price, a solution for the sales channel integration. It can strengthen the control ability of the market terminal, active the cooperation between the retailers, and maximize the benefits to achieve a win-win. The OTC dealers will be subdivided into regional distributors, regional distributors. Through the dividing of the organization the marketing responsibilities and obligations will be divided, in order to achieve the Trinity management.By using the 28-principle the profit margins of the pharmacy chain will be analyzed. From the analyzing the superior resources and the chains of high quality will be confirmed. Through the reinforcement of the cooperation with these chains the win-win goal can be achieved. Based on the B2 C principles, the platform of cooperation can be expanded, by making full use of Internet resources, leading the We-Chat as a new marketing channel into the enterprise marketing mechanism, making full use of trusted circle of friends, so that an innovative sales model can be proposed. By emphasizing docking way like the nerve branches, the responsibility at all levels can be normed, in order to achieve fast feedback information and the timely adjustment of market policies.