China's Pharmaceutical Marketing Channels Research

Since reform and opening up, our country medicine profession and the medicine market development has been fast. China adopted the pharmaceutical management, GMP certification system, drug prices and centralized procurement policy and the ongoing tender for the medical insurance system reform in China have had an impact on the pharmaceutical enterprises. China's WTO entry bring opportunities and challenges to China's pharmaceutical enterprises. With economic development, people's health and medical services to a higher demand. This article conducts the research to the medicine marketing channel, the purpose is that from our current circumstances and with advanced foreign medical marketing channels, compared to China's Marketing channels that exist, from the choice of channel marketing, channel selection , training of members ,the channel conflict and address specific issues strategy. China's medicine enterprises continue to grow and develop, to provide realistic basis for WTO challenges.This paper is divided into three parts, the first part of Chinese medicine in China mainly through the market of the above, China's medicine market impact of the development of various factors, China's pharmaceutical market is reveals the main problems: Medicine Industry "small, scattered, chaotic," promote higher drug prices, health funding source unreasonable and distribution terminal sales imbalance. At the same time, analyze the development of China's medicine industry trends.The second part of China's medicine industry marketing channel development process, summed up China's Medicine Marketing channels and the main mode features, developed with foreign medicine marketing channels. With the overseas developed country medicine marketing channel contrast analysis, has been clear about our country medicine marketing channel exists, noting that China's pharmaceutical enterprises should strengthen marketing channels and management. The third part proposed using the marketing channel correlation theory to our country medicine marketing channel . To build and improve a specific method, specific marketing channels viable model options and medical marketing channel improvements of specific measures. Finally the author solved the marketing channel conflict and the management questions.The main idea of this paper is:(1) pointed out that China's current medical marketing channels exist: marketing channel structure is irrational; Hospital tender procurement system to be perfected; Drugs name management confusion; Retail Medicine terminal building needs to be strengthened; Marketing immoral acts.(2) systemic summarizes the influence medicine marketing channel pattern choice factors.(3) carries on the appraisal with the linear weight method to the dealer, chooses the appropriate channel member.(4) specific measures to improve the channels: China Pharmaceutical Enterprises acquisition to the reorganization and increase their strength; Focus on research and innovation; Improve the quality of professional practitioners; The development of medical logistics; Active channels innovation.(5) fled the goods question on the medicine marketing in to propose the concrete management and the control measure.