X Medical Device Company

With the domestic medical equipment manufacturing enterprises imitation and innovation ability improving by leaps and bounds, Shandong Weigao, Suzhou Lin Hua, Zhejiang KDL, Fujian Bai Shiwei and other catheter-based manufacturer have self-developed security products, and expanded business from second to first-line market.So the detaining needle market competition is becoming increasingly fierce. The foreseeable future, the spread of war, is a leading brand of war. Each big group to win from the competition, must apply effective means to enhance the brand influence, control channels, integrated product line, so that the quality and safety of products are widely accepted, and continuously improve customer satisfaction, so as to realize the maximization of social benefit and economic benefit.According to medical device companies questions in the channel management process, the X detaining needle marketing channel management as the research object, through channel management theory, discusses how to talent showing itself in the distributor management, so as to solve the puzzle of deep transformation.This is the two part of the case and the case analysis. The case to the X as an example, analyzes the present situation and problems of X channel management. The part of case analysis, through the external environment, competitive environment and research of X channel strategies three blocks, the advantages and disadvantages are analyzed in detail, and on the basis of channel management theory, raise some proposals and relative solutions about X marketing channel management.In this paper, we suggested channel optimization strategy: channel member selection strategy, channel conflict management strategy, channel relationship strategy and channel strategic alliance strategy. Meanwhile we suggested support measures: customer-centric strategy, promotion strategy and product portfolio marketing strategy.