Jinxing Pharmaceutical Company Marketing Channels Research

Under the impact of the sharp competition in medicine market; in the meantime, Jinxing Pharmaceutical Company has not developed good marketing management system, the company has been seriously injured. Because marketing channels is vital to the marketing system of Jinxing Company, it is important for the company to formulate and carry out correct tactics of marketing channels. I have been worked for Jinxing Company for morn than six months and been in charge of marketing channels management. I have collected a lot of data by making survey and visiting related person. This article is based on relative theories in marketing, strategy management, logistics, and etc. At the beginning, it has briefly introduced the general character of Chinese medicine industry and biological product industry and compared the main competitors in detail. On the base of analysis of the outside environment and inside resources, this article comes out SWOT Analysis. Guided by the company marketing strategy, we can come to marketing channels strategy: First, we adopt different marketing channels pattern, such as distributive system, working office system and the combination of the two systems according to the condition in different market. Second, we will build up cooperation relationship with channel members. Third, we provide good service for distributor and retailer to create more customer value.After analyzing the special customer purchasing behavior, this article make segmenting, targeting and positioning for Jinxing. At the guide of the general marketing channels strategy, the article comes out the five tactics: service tactics, channels improvement tactics, relationship marketing tactics, channels integrated tactics and corporation identity tactics. To solve the problem of marketing channels, the article comes out marketing channels implement and control program, such as selecting channel members, urging and training channel members, tightening up logistic management, etc. I ponder more deeply how to build up international marketing channels and supply chain management. The article could provide useful guidance for the middle or small pharmaceutical companies that are making improvement for their marketing channels.