Study On Management Of Medicine Marketing Channel

At present, the medical commence of China is in the transition. Policy and market are all changing greatly. Firstly, the medical insurance reform in progress would influence most consumers' behavior to a great extent. . Secondly, the classifying management system on prescriped medicine and non-prescribed medicine is going on in our country. And the policies for the pharmaceutical manufacturers and the medical trade enterprises obeying the GMP and GSP respectively also would affect the medicine market. Simultaneously, the medicine market was gradually opened associated with entering the WTO and many medical companies abroad with advanced marketing channel have had the opportunity to enter the market resulted in the fierce competition between the native companies and those abroad. Thus, the domestic companies are confronted with both the unprecedented difficulty and the valuable opportunity. So it is necessary for the scholars to engage in the study on management of medicine marketing channel in China so as to facilitate the development of medicine marketing and deal with the competition from foreign company. The key contents of medicinal manufacturing enterprise marketing channel constructions is that which distribution modes and which distributors enterprise choose, in order to benefit the full play the function and use of channel and channel members; How go on improve and the contents of respect of maintaining etc to marketing channel.this paper focus on the status and its problem of the domestic medicine marketing channel, taking the marketing channels in advanced countries as reference and based on the theory of marketing and medicine management, the author discussed and analyzed the domestic main marketing channels followed by some recommendations on how to strengthen and better management of medicine marketing channels in China. There are six chapters in the dissertation.The first chapter focused on the background, research objectives and the related issues as well as the literature review. The following chapter described the status of our medicine marketing channel including the main concepts, function and its category and so on. Comparison analysis on marketing channel between the native and abroad company was done in chapter three. Some indexes including the scale, quality of medicine, circulation, management technology, terminal sales and quality of service were adopted. In chapter four, the author found out and analyzed the determinants and factors affecting the...