The Analysis & Study About Marketing Channel For Yilin Pharmacy

This paper takes Yilin Pharmacy's present situation, adjustment process and the marketing channel management model after adjustment as the study objects.For a pharmacy enterprise, marketing channel is one of important parts in its marketing work. With the further reform of medical system and the continuous development of pharmaceutical market, the competition among the pharmaceutical enterprises becomes increasingly intense. Successful marketing for pharmaceutical products under a new market situation greatly depends upon the stable and effective marketing channels meeting the enterprise's strategic target and the coordination and management properly made.On the basis of data collected and market study, and by applying theories and methodologies of marketing and financial management, this paper present a comprehensive analysis and evaluation on the marketing situation, current marketing channel and channel members, and seek out the basic features and the problems existed in management control, benefit-cost, market and promotion, and, therefore, the idea of necessity to adjust the marketing channel.Then the division to the significant market is made according to the relation between the medical consumption and regional economic development level, and the strategic target of marketing channel in the region is determined. Three plans for the channel adjustment which meet this target are worked out, from which an optimal plan is obtained through the comprehensive evaluation by means of hierarchy model.Finally, this paper addresses systematically the issue of management modelthat might be encountered in implementation of the adjustment plan.This paper concludes that the adjustment to and management of the marketing...