Research On The Innovation Of Marketing Channels Of The Medicine Products

Marketing channel is the bridge between the enterprises and market, and the one between products and consumers. It's important for enterprises to send products to right consumers rapidly. In fact, marketing channel is heterogeneous, particular, and difficult to substitute. The channel designing of various businesses are very different. In medicine industry, with China reforming medical treatment system and entering WTO, the traditional channel of multiple levels must be broken. Thus it's urgent to innovate the medicine marketing channels. So, for medicine enterprises, how to build up an efficient channel and manage it, it's a problem.As medicine is special merchandise, the government draws up a lot of rules of manufacturing and selling medicine. So the currency system reform of medicine is later than that of other merchandises. Now, most of Chinese enterprises are establishing the modern enterprise system. And it's more difficult for medicine enterprises to set up the system of market for those reasons. The article studies the status quo of Chinese medicine market. On the basis of the analysis, the author put forward the basic methods to innovate Marketing Channels of the Medicine Products (MCMP). The article includes eight parties. First is the basic theory of MCMP. Second is the study on consumer psychology and behavior of medicine market in new environment. Third is the status quo of MCMP in China. Fourth is the concept innovation of MCMP. Fifth is the management innovation of MCMP. Sixth is the study on the mode of chain operation of medicine. Seventh is the integrated innovation of MCMP. Eighth is the application of CRM in MCMP. In the article, the author discusses the innovation of MCMP in the Chinese market situation and hopes to provide a feasible innovation mode of MCMP for Chinese medicine enterprises.