| With the booming of population aging,the elevation in urbanization level and the increase in average disposable income in China,the market scale of the pharmaceutical industry is getting larger and larger.China has issued a series of medical reform policies for the pharmaceutical industry to encourage the outflow of prescriptions and make the retail of prescription drugs a trend.At the same time,with the rapid development of e-commerce,supply chain,logistics and other industries,the era of multi-channel retail of medicine is coming.This paper takes S Pharmaceutical Retail Company as the research background.On the basis of literature collection and research on marketing channel management and retail channel transformation,it mainly analyzes the macro-environment,industry competition environment and the current situation of enterprise marketing channels.The theory of marketing channel management is to manage channel members,realize the coordination and cooperation among channel members,and finally realize the sales target of enterprises.It focuses on the enterprise’s marketing channel management,marketing channel coordination,marketing channel service output management and other aspects.Therefore,this paper analyzed the business model,marketing channel structure,sales data and customer data of the enterprise,and conducted interviews with senior executives in the enterprise and asked consumers to score the service performance of each channel to sort out the problems and causes in the marketing channel.Through qualitative and quantitative analysis methods,this paper finds out the reasons for the problems of marketing channels,including the current category cannot meet the needs of multi-channel consumers,low cross-channel purchase intention,high online customer turnover rate and confusion of multi-inventory management.Moreover,the analysis found that the problems were caused by large differences in the needs of customers in online and offline channels,low consistency of channels,large differences in cross-channel drug purchase experience,slow response of online channels and low efficiency of order processing.In order to effectively solve the above problems,the paper first uses the analysis of channel service output to position the members of each marketing channel.Then,combining with the theory of channel management,aiming at the causes of the problems of enterprise channels,it proposes a series of targeted measures to optimize the aspects of planning,organization,incentive and control,so as to manage the channel members more effectively.The strategies of promoting channel integration,improving channel collaboration,optimizing cross-channel experience,strengthening channel cooperation,ensuring scarce drug supply,optimizing multi-inventory management and improving channel service output are put forward.Finally,in order to ensure the effective implementation of marketing channel optimization strategy,this paper proposes to establish a guarantee mechanism from the aspects of manpower,performance appraisal and digital construction,and also provides a case reference for other DTP pharmacies to optimize marketing channels. |
