Exploration Of Rx Drugs Marketing Channel Construction

Since the classified administration of medicinal drugs was introduced on January 1, 2000, the marketing channel mode of the medicines changed gradually. Prescribed drugs (Rx ) adopt taking hospital as the centre professional universalization mode mainly, marketing channel become of our country pharmacy enterprise need subject that solve urgently. Only the construction and management through the channel of marketing, could sell the products out finally. Under this background, I attempt to pass the analysis of influence factor ,necessity, principle of Rx drugs marketing channel construction , from the length of channel , channel width , channel management, terminal optimization of channel content and depth of marketing, management of channel members probe into Rx drugs marketing channel countermeasure of construction, attempt to solve the problem that Rx drugs marketing channel exists.This thesis regards Rx drugs as the research object, besides preface, divide four parts. First part recommend Rx drugs definition, consumption characteristic , marketing channel of medicines develop the course, is it analyze to every stage pluses and minuses of marketing channel and to marketing weak point that channel store in describe the system at present to go on. Second part analyze marketing channel necessity of construction according to marketing influence factor , medical market internal and external characteristic of environment that channel design, propose marketing channel principle of construction from depth marketing , channel length , channel width and terminal optimization. The third part from the mode selection of the channel, management of channel members, hospital management ,personal management, channel crisis management, and achievement evaluation of Rx drugs marketing channel to find the way to solve the problem occurred in the Rx drugs marketing channel construction. The fourth part develop trend analysis to Rx drugs marketing channel of our country, is it explore IMC marketing mode and DTC marketing mode to pass to propose, put forward the countermeasure which should be adopted in Rx drugs marketing channel construction in the future.Originally in the article, the research approach that I attempt through the channel of marketing: Application that depth marketing , channel length , channel width , and terminal optimization, build and seek the feasible solution for Rx drugs marketing channel , offer the theory and practice suitable for drawing lessons from for the thing that new period Rx drugs enterprises build the marketing channel.