The Study On Channel Optimization Strategy Of X Medical Device Company

The importance of distribution channels is self-evident.As a bridge between enterprises and users,not only by virtue of its own advantages,it opens up markets and profits for enterprises;at the same time,as an extension of enterprise products and services,it is the spokesperson of enterprises leading to the end customer value chain.As one of the important elements of corporate marketing,most of the products,prices,promotions,etc.are completed by themselves.In terms of distribution channels,more companies choose to complete the division of labor with distributors or assume more responsibility from distributors.For enterprises,the management of distribution channels is characterized by complexity.In recent years,the macro environment has been weakening,economic growth has slowed down,government health expenditures have decreased,and the proportion of personal health expenditures has remained high.This has contradicted the people’s growing health needs.The government has always used control fees as a medical reform.The most important thing.The "two-vote system" was born under such a background,shouldering the responsibility of transparent channel profits and continuing to reduce the price of pharmaceuticals.The reality is that at present,almost no pharmaceutical company meets the requirements of the “two-vote system” policy.In addition to the forced conversion of the channel model,it faces a series of channel management issues,which is the channel challenge faced by each company.Company X is also facing such a development bottleneck.This article takes the X company that the author works as the analysis object.Through the analysis of the current situation of the channel,the problems of X company in the channel mode,channel member responsibility and channel management structure are obtained.Then through SWOT analysis and research,we can find the main directions of channel optimization of X company: 1Adapt to adjust the channel structure in advance,set up the total generation;2 Define the responsibility of channel partners under the new normal,realize the separation of logistics and service flow;3Strengthen and large circulation Business cooperation to improve channel efficiency.Then,in view of the above several optimization directions,three implementation suggestions are proposed: 1more effective channel management structure;2 smarter information flow management method;3 more flexible channel incentive policy.In summary,using the relevant theoretical knowledge of business management and channel management,how to improve and improve the company’s existing channel strategies and implementation measures to help the rapid development of the business.The current channel management research is mostly concentrated in the pharmaceutical circulation industry,and the medical device industry is less.And the past years have been a period of great changes in China’s medical distribution industry.Therefore,this research will have practical significance for both sub-sectors and X companies.