Research On Clinical Diagnostic Products Marketing Channel Improvement Strategy Of Br Company’s East China Region

With the country’s medical reform work entering the deep water area,different regions of the state have implemented various forms for the procurement of clinical diagnostic products,such as centralized purchasing,sunshine procurement,two-invoice system,and packaging mode.The goal of these forms is to reduce the intermediate process,insure the transaction process more open and transparency,promote the market more standardized and orderly.Ultimately reduce the hospital’s procurement costs,and ease the problem of expensive medical treatment.In recent years,domestic companies have continued to increase their investment in R&D and production,rapidly improving their capabilities in new product development and product improvement.With the improvement of their own strength,domestic companies continue to release new products that can meet the needs of customers,and the quality of products is increasingly accepted by customers.On the contrary,under the dual background of the increase market demand and the intensification of competition in domestic products,foreign company who didn’t worry about sales performance before,is now experiencing various degrees of sluggish growth.Because foreign companies mainly conduct business through localized distributors,the most direct performance is that it is difficult for distributors to complete annual quota,accompanied by a large increase in distributor inventory.For foreign companies,how to effectively improve the marketing channels according to changes in the external environment,improve the efficiency of the channels,increase the market competitiveness,and to maintain the rapid development of the business,is an important problem faced by many foreign diagnostic companies.This paper analyzes the market status of medical diagnosis in East China in combination with the national situation,and finds that due to the change of national policies and the development of the market itself,there has been a huge change in the market competition environment and customer demand.A similar medical diagnostic company of BR company needs to make corresponding changes in order to adapt to this change and trend in the market,so as to maintain the rapid development of the company’s business.Through a questionnaire survey of major distributors of the clinical diagnosis department of BR company’s east China region,it is hoped to find the main reason for BR company’s weak growth in recent years.Through questionnaires,we collected the growth themself of BR company’s main distributors in the past three years and their BR company’s business;the distributors’ attention to BR company’s products and the changes in investment;and the investment of BR company in the market and personnel in the business.According to the feedback information of the questionnaire and combining with the market conditions,it is found that the distributors have different levels of sales capacity insufficient and the decline of the attention of the BR company’s products,and the BR company didn’t increased the support for the distributor in time according to market changes,and adjust the quota allocation system in time according to the dynamic changes of the market.By consulting the literature of relevant marketing channel management at home and abroad,combined with the current situation of BR company management,and analyzed the problems existing in BR company’s channel management,some targeted channel improvement strategy is proposed.First,improve distributor’s ability assessment mechanism,addition and termination mechanism,and improve the overall distributors’ sales ability.Second,through various ways to increase the distributor’s attention on the BR company,thereby increasing the market investment in BR company’s products.At the same time,increase the proportion of BR products in the distributor’s business by integrating the products of distributor’s agent.Finally,increase the distributor’s attention on BR products.Third,increase BR company’s market resources and personnel configuration,ensure BR company’s contribution to the business growth,drive distributors’ performance growth by improving distributor incentive system,and improve distributors’ employees and company management capabilities through training to promote business ability.Thereby provide comprehensive support to distributors.Fourth,by establishing a regular communication mechanism with distributors,and timely understanding the dynamic changes of the market and distributors,so it is possible to formulate a more realistic quota allocation system.Through the research and discussion on the marketing channel of BR company’s east China region,it also has certain reference significance for other domestic foreign diagnostic companies.This paper believes that through the improvement strategy proposed for the four problems found,it can effectively improve the distributor’s ability,improve the competitiveness of BR company’s products,and adapt to the market changes,and improve the overall performance of BR company’s East China clinical diagnostic products.