The Reconstruction And Management Of Meacon Marketing Channels

After entering into WTO, the medicine industry in our China is confronted with new opportunities and challenges, Marketing channel will become more and more important in the future competition. Usually, the one who have the good channel win the race. However, for a long time from beginning, the medicine marketing is monopolized by state-owned medicine enterprises, of which the medicine Marketing channel is single and the management is rough. Therefore, if most of medicine enterprises in china don't reform their marketing channels or improve their channel management, They will be left behind.In this thesis, the author adopts the positives research approach to solve the problems above. And use some theories about marketing channel construction and management, containing relationship marketing theory, supply chain theory, channel authority transfer theory, stimulating theory and game theory, analyze the macroscopic and microcosmic change of the whole medicine industry, and find out the opportunities in the market and challenges confronted with. Through analyzing the Macro and Micro environment of the whole medicine industry, studying the development of medicine industry marketing channel -model and the feature of update model, relating with the experience of the same company's channel construction, the author study the Xiamen MEACON co. With realizing its Marketing channel actuality, using SWOT analyse way, analyze its features and problems. According to consumable marketing channel common model, put forward to its marketing channel reconstruction scheme and design Mecon's four stage marketing channel construction model.In the end of the thesis, concrete practice suggestions are given to MEACON company about marketing channel management like the establishment of stable communication system and client estimation system, framing good terminal management tactic, changing price and package system, strengthening salesmen's achievement appraisal, stimulating salesmen and dealers efficiently. Inter-sale management etc. By this time study, the author hopes that this can supply constructional scheme for MEACON's marketing channel reconstruction and management. At the same time, also hope this can be useful for the marketing channel construction and management of other mid and small medicine manufacture companies.