Research On Optimization Strategy Of Marketing Channel Management Of Abbott China Free Style Libre H

In recent years,the incidence of diabetes is rising year by year,while the awareness rate,treatment rate and treatment compliance rate are low.The harm of diabetes and its complications has caused serious economic burden to the state and society.Nowadays,with the increasing maturity of diabetes drugs,the short board of blood sugar monitoring has become an obstacle to control blood sugar.The traditional fingertip blood sampling has great limitations,so continuous glucose monitoring becomes an urgent need for doctors and patients.At the same time,rapid and effective popularization of dynamic blood glucose monitoring,so that the products of dynamic blood glucose monitoring can be quickly introduced to the market has become a problem that enterprises need to solve.Abbott is committed to the cause of human health,in nutrition,diagnosis,medical devices and drugs and other fields continue to bring new solutions.FreeStyle Libre H is its research and development of a high-tech dynamic blood sugar monitoring system in the field of diabetes,in 2014 after the listing of Europe and the United States has brought benefits to 1.5 million diabetic patients around the world.However,since its listing in China in May 2018,due to the use of the original blood glucose meter and blood glucose test paper marketing channels,the performance of the Chinese market has been unsatisfactory,which has greatly affected Abbott's business development in China.Based on the marketing channel structure theory,behavior theory and relationship theory,this paper adopts the method of investigation and normative analysis.The first step is to analyze the marketing status and channel status of Abbott China FreeStyle Libre H after its listing in China,and find out the obstacles caused by traditional marketing channels to the company's business development.The second step,through the analysis of channel structure,channel supervision,companypersonnel quality and information transmission,to find out the main reasons for the problems of marketing channel management.The third step is based on the principles of effectiveness,maximum efficiency,low cost,brand value-added and sustainability.Finally,the marketing channel management optimization strategy of Abbott China FreeStyle Libre H is put forward.The research of the thesis puts forward,because the company channel structure and mode exist problem,need to carry on the marketing channel structure design to optimize.Distributor's channel behavior and channel conflict require the company to optimize the marketing channel control strategy.The stability of the company's internal operation and the quality of managers need the company to carry out marketing channel management and service optimization.Operational efficiency and information level require the company to establish an information platform.These four aspects will play a positive role in the company's marketing channel management and business promotion.This paper systematically analyzes the marketing channel management of Abbott China FreeStyle Libre H,improves the channel structure and channel management system of FreeStyle Libre H,and provides useful reference for the channel management of medical device industry.