Research On Optimization Of Marketing Channels Of Pharmaceutical Products Under The Background Of New Medical Reform

The development of economy and the change of market constantly drive the change of medicine industry,especially in 2009,the new medical reform was introduced.With the deepening of the policy and the continuous improvement of medical insurance,the market has changed greatly.Some relevant data since the 20 th century can be seen that the size and number of pharmaceutical enterprises continue to increase,revenue and profits continue to rise,and even the scale of depressed pharmaceutical exports continue to expand,but the new health care reform policy on pharmaceutical sales and price control is also increasingly strict,in order to increase cost and expenditure,we must find marketing ideas and methods suitable for the current market,but in the decision camp.In the process of marketing implementation,the success or failure of channel marketing plays a very critical role.To gain competitive advantage in market changes,good marketing channels are indispensable.But with the new medical reform,the medical market is becoming more and more standardized,and the related system is becoming more and more perfect,and the p roblems of marketing channels of medical enterprises are increasingly exposed.Because of the non-standard market in the early stage,the marketing channel personnel control is not strict,the result is: there is no reasonable and rigorous channel design,often in the implementation of the channel cost repeatedly increase,resulting in a certain cost waste;without strict marketing channel system constraints,for the private interests of goods always can not completely.This paper takes Shanghai Jingfeng pharmaceutical industry as the research object,to analyze the environment of JF pharmaceutical industry by PEST and Porter’s five-force model and SWOT,To achieve flat structure,model classification and establish a channel management mechanism;in member management,improve the assessment and reward mechanism,and standardize punishment measures;in cost control,strengthen financial and personnel performance management;in terminal management,attach importance to cooperation with well-known chain drugstores and strengthen the training of terminal personnel,and finally achieve the purpose of improving the marketing channels of JF pharmaceutical industry,in addition,the paper also put forward the research prospect of new channel management,modern information integration and online new channel development.According to this paper,JF adopting a new model,it can dredge the channel context in the later development,further improve the circulation efficiency,expand the market more quickly,and increase the competitiveness.to provide some effective reference for enterprises with the same problems in the same field.