Research On B&L Medical Equipment Company New Product Marketing Channel Integration Plan Research

In the recent ten years,the medical device industry in China is experiencing a rapid development period.The marketing concept of medical devices enterprises is changing as well.’Brand name is basic;Channel is the key;and the success depends on terminal’.Customer-Value-First is the undoubtedly the basic for the current medical instrument.In the market today,product trend homogeneity,for medical equipment company,it is the technology itself alone is no longer the only source of competitive advantages;channel differentiation has become the key problem solving product homogeneity means.In the current market,the product is prone to homogeneous.Technology itself alone is no longer the only source of competitive advantages.Channel differentiation has become the means solving product homogeneity.In the market today,product trend homogeneity,for medical equipment company,it is the technology itself alone is no longer the only source of competitive advantages.Channel differentiation has become the key problem solving product homogeneity means.How to integrate channels to create differentiation competitive advantages,to develop the company distribution channel as the market changes,to maintain the advanced nature of the channel mode is the important issue for company to keep their competitive advantage in the fierce competition and maintain their leadership position.This paper reviews the development course of B&L in the Chinese market,introduces the external environment and the presentation situation internally,evaluates the advantages and disadvantages of the original channel of B&L marketing channel,and analyzes the main problems and reasons of the current marketing channel by combining the school of thoughts and trends of marketing channel strategies.This paper also has an in-depth study to the key elements which impacts on marketing channel integration.This paper put forward the channel modes which targets different customers and products.The combination of direct and indirect multi-channel distribution channel mode could satisfy the marketing needs of new products.In addition,the company introduces concrete measure for solving management mode problems in implementing adjustment scheme.Finally,the paper concludes the main risk factors and controlling measures in channel integration process.It is expected that B&L could greatly strengthen their management and control power on channels and enhance their pace on developing market.This above plan illustrated in paper could help to ensure sustainability development of the company,to attain the long-lasting competitive advantages,and therefore build strong foundation for enterprise to realize their operational and strategic goals and provides referential advice for similar enterprises...