Research On Marketing Channel Strategy Of Changbai Pharmaceutical Company

With the development of China's economy and the improvement of people's living standards,the changes of ecological environment and living habits have led to the gradual deterioration of people's health and sub-health.At the same time,with the gradual deepening of the medical insurance system and the gradual improvement of residents' health awareness,the scale of the medical market has been expanding.China's market economy has a relatively short development time.Pharmaceutical companies have no mature experience to follow when formulating marketing channel strategies.The general theoretical basis relies on the relevant marketing channel theories of foreign countries,and the management model draws on the general model.But our country has its own national conditions and the actual situation of the pharmaceutical market.If we do not consider these factors in the design and management of marketing channels,it will lead to the disconnection between theory and practice.Marketing channels can not meet the needs of enterprise development and consumers,can not achieve the development goals of enterprises,are in the downwind in the market competition,and reduce the core competitiveness of enterprises.Therefore,it is very important for pharmaceutical enterprises to design and manage their sales channels effectively.Based on the analysis of the internal and external environment of Changbai pharmaceutical company,it is believed that the continuous expansion of the pharmaceutical market,the change of national medical reform policy,the improvement of people's living standards,the impact of social environment and the development of pharmaceutical technology all promote the demand of the whole society for drugs.Changbai pharmaceutical industry should seize the opportunity to improve the existing problems of marketing channels.This paper analyzes the competitive consumers and competitors of Changbai pharmaceutical industry,and determines the marketing strategy of the company through STP analysis.In view of the shortage of channel management,Changbai pharmaceutical will improve the channel mode by improving the distribution of dealers at all levels,promoting the efficient operation of dealers at all levels,enhancing the sales of drugs and other measures.It will improve the channel management by taking measures such as hierarchical management of dealers at all levels,selection of regional dealers,strengthening the management of channel members and so on.It will improve the channel management by ensuring the end of the year commission and increasing the margin.improve channel rewards by taking measures such as market development support for key dealers.Changbai pharmaceutical will improve channel conflict management by imposing financial penalties on dealers who violate the regulations,reasonably allocating the number of dealers,rationalizing the channel order of dealers at all levels,scientifically controlling the flow direction of drugs,etc.,and will complete the measures such as hospital terminal sales management and drugstore terminal sales Good at channel terminal management.In order to implement the marketing channel optimization strategy smoothly,this paper puts forward some measures such as establishing a reasonable marketing structure,establishing an efficient marketing team,timely and effective information feedback,and improving the scientific research ability of the company.