Research On Optimization Of Marketing Channel Of RY Pharmaceutical Company

There is a close relationship between public health and the pharmaceutical industry,The country and people from all walks of life pay close attention to the development of the pharmaceutical industry,and the pharmaceutical industry is largely affected by the national macro policies.In recent years,the state has introduced many policies in the medical system,and constantly carried out medical reform,prompting pharmaceutical enterprises to face new problems in the construction of marketing channels.Marketing channel is an important bridge for communication between pharmaceutical companies and consumers.Its value and role are very important for pharmaceutical enterprises’ marketing,which is related to how to stand firm in the face of fierce market competition.Pharmaceutical companies need to create scientific and reasonable marketing channels,and constantly improve the market expansion role of marketing channels based on their own development advantages.This article takes RY Pharmaceutical Company as a research case to systematically analyze its internal and external development environment and marketing channel development,discover many problems in its marketing channel expansion,and propose relevant optimization measures and safeguards.The research conclusion of this article aims to provide theoretical and factual basis for promoting the optimization of the company’s marketing channel system and increasing the company’s channel revenue,as well as providing reference and reference for other pharmaceutical companies to achieve channel management optimization and improve their marketing management level.This article analyzes the marketing channel optimization of RY Pharmaceutical Company.Firstly,this article analyzes the internal and external environment of RY Pharmaceutical Company’s marketing channel development,focusing on internal human resources,finance,and marketing capabilities,as well as the external macro development environment(PEST)and industry development environment.SWOT is used to analyze the current strengths,weaknesses,opportunities,and threats of RY Pharmaceutical Company’s marketing channels,and summarizes the development direction of marketing channel optimization.Secondly,this article focuses on analyzing the development status and marketing revenue status of various marketing channels of RY Pharmaceutical Company,and analyzes them from two aspects: channel structure and channel management.It further discovers that there are unbalanced levels of marketing structure,insufficient channel width structure,uncoordinated relationship among channel members,outdated sales models among channel,and defects in channel assessment mechanisms in the development of marketing channels Many issues such as channel prices.Based on the above analysis of the internal and external development environment and development status of the company’s marketing channels,this article further proposes optimization measures from two aspects of marketing channel structure and channel management,mainly including improving the design of marketing channel structure,broadening the scope of marketing channels,expanding the innovative model of marketing channels,implementing contractual channel relationship management,and improving the diversified incentive mechanism of channels Strengthen the dynamic control of channel price adjustment and improve the timeliness of channel logistics.On this basis,in order to ensure the smooth implementation of marketing channel measures,this article finally implements effective safeguards from four aspects: organizational,technical,cultural,and human resources.