Research On Marketing Channel Management Optimization Of Werfen Blood Gas Analyzer

In recent years,along with the rapid development of China's economy,the medical device industry with global market competition characteristics is also experiencing rapid development in China.On the one hand,market demand continues to increase,and on the other hand,a large influx of domestic and foreign companies has led to increasingly fierce market competition.In the case that the competitive advantages of medical device products are not obvious,marketing channels have become the key to developing and occupying the market.In the early stage of development,Werfen Medical Devices Trading Co.,Ltd.identified the channel management mode for the joint dealer development market.At present,the market development has begun to take shape.However,based on in-depth market research,it is found that there are still many problems: channel management lacks a complete strategic support;channel model is single,lacks certain innovation ability;channel member selection lacks standard;channel conflict and dumping problem is prominent;channel management and incentive The system is not perfect;the channel staff is weak.The above problems have restricted the company's further development.Therefore,it is extremely urgent to adjust the channel strategy and strengthen the management of the channels to increase the market share.This paper takes Werfen blood gas analyzer as the research object and explores the theme of channel management optimization.Firstly,it summarizes the domestic and foreign literatures,clarifies the research ideas and methods,and separately expounds the basic theories related to channel management and medical device channels.Secondly,through the investigation and research on the current situation of the management of Werfen blood gas analyzer,the diagnosis and diagnosis There are many problems in the company's channel management.Thirdly,from the macroscopic and microscopic perspectives,the marketing channel environment of Werfen blood gas analyzer is expounded.The SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and challenges of the marketing channel of Werfen blood gas analyzer.Fourth,Using marketing channel management theory,combined with Werfen corporate and industry background,to address the existing problems of blood gas analyzer channel management,propose channel structure and strategy improvement,timely change in channel management,standardize channel member assessment and elimination management standards,Effective channelmarketing management,promotion of channel personnel system,incentive system construction,promotion channel mobile terminal information system management and other specific channel marketing optimization recommendations.Finally,the optimization effect is evaluated from the actual situation,and corresponding safeguard measures are proposed.