Research Of OTC Drugs Distribution Channel Management Of Yinmore Pharmacy Co.

The distribution channel mode has changed progressively since the national pharmacy classified management was put into practice on Jan. 01'2000. OTC drugs (Over-The-Counter drugs) is facing to the common people directly step by step. Distribution channel becomes the main question which is paid attention more and more in pharmacy industry. Distribution is one of the main factor of the marketing. Only when the distribution channel is set up and managed, the product can be put into the market. So the writer tries to find a way to solve the problems existing in the marketing of Yinmore Pharmacy Co. by means of analyzing the principle for designing of distribution channel and inquiring into the strategy of distribution channel management from aspects of channel length, channel width, group building and order management.This paper begins from the studying of Yinmore Pharmacy Co.. Except the introduction, it has four parts. The first part introduces the background and present situation of Yinmore, describing the successes and failures in distribution channel. The second part shows the development of distribution channel mode in national pharmacy industry. It expounds the necessary of OTC distribution channel which meet the demands of developing trend, external environment and internal competitive force of Yinmore. Then it catches the designing principle of the distribution channel viewing from different angles of channel length, channel width, channel depth, two-winner cooperation and terminal optimization. . The third partdiscusses the content building, stuff management, order management, forecasting management, and achievement evaluation of the distribution channel to find the way to solve the problems occurred in the OTC distribution channel management. The forth part probes into the developing trend of OTC distribution channel and put forwards the final measurements on the basis of the DFC mode, building of modern pharmacy flow system, and modern marketing methods.In this article, the writer put forwards his new opinions about the distribution channel designing. He tries to find the solving way of the distribution channel in Yinmore on the basis of studying channel length, channel width, two-winner cooperation, channel depth and value chain. At last the writer hope that this paper can be used in the other medical enterprises for references.