Marketing Channel Construction And Safeguarding Study Of The Medical Manufacturing Enterprise

In 20 years since China's reform and opening up to the outside world, with the improvement of the living standards of the people, the expenditure which is used in the medicines improves by a large margin too, and the increasing degree is far greater than that of GDP. It is predicted , by 2020, China will replace U.S.A. and become the biggest medical health products market in the world, Enormous market and repayment rate have attracted a large amount of investment, Ranking the medicinal enterprise of the top 50 in the world, by alone or joint-venture way, has already all entered the Chinese market, and there is momentum increased constantly after China's accession to the WTO, This competition to Chinese medicines trade is fierce unpredicted.At present, the medicinal trade of China is at transition stage , the policy, market, consumer are all changing enormously . First of all, the system reform of medical insurance afoot, will exert an enormous influence on the consumer behavior of most consumers; However, prescription medicine and non-prescribed medicine classify the management system who our country pursue, the execution of GMG/GSP, will have a tremendous influence on the market of medicines. At last, the medicinal consumer grow up gradually under a large amount of news medias' propaganda and advocating. These enormous changes have brought the unprecedented difficulty to manufacturing enterprise of medicine, and have brought the rare chance at the same time, the hero appears in troubled times.As the medicinal manufacturing enterprise of China, in the big market changes, under the attraction of the profit, is bearing the enormous existence pressure. After making in order each link of producing and producing the qualified products, how to buy the products, in other words, when the patient needs this product, your products will appear in front of him. This needs a kind of way of transporting, it is the marketing channel that we usually talk about.The marketing channel of our country changed and experienced three stages roughly. First, planned economy era complete (found a state until 1984); Second, transition period of planned economy to market economy (from 85 year to 90); After the confusion that are passing transition period, most enterprise's own medicinal companies can not meet the demands of enterprise, Begin to be distributed intensively to change to the alternative distribution. The enterprise only chooses someintermediate traders to do a deal. After 1998, with the change of the social great environment, the medicines circulation was facing the new change again, It is since the third stage from 90 years to the present -Transform stage into way of the intensification monopoly.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.The first three chapters of this passage are to the current situation of the medicinal trade of our country emphatically, and the predicament which the manufacturing enterprise faces, having analyzed that builds importance to the manufacturing enterprise in marketing channel, and the questions, such as development trend, etc.; Chapter four to chapter eight starting with from the medicinal marketing channel structure and form, after descript detail the structure characteristic of the medicinal marketing channel, marketing channel subject member whole seller to function of the medicine and function. To the influence factor in the choice of the medicinal marketing channel mode of manufacturing enterprise, the best medicinal marketing channel mode choice method; Choose after the mode, how about choose the medicinal marketing channel member one a kind of marketing, After implementing channel strategy, how at marketing channel and member audit, In order to guarantee the running for the mode that i...