Designation And Management Of OTC Pharmaceutical Marketing Channel Of TianJian Company

This paper chooses a representative pharmaceutical company—TianJian Company in QingHai province as the research object, and tries to solve the problems of existing and developing of TianJian Company by exploring the designation and management of marketing channels. Firstly, the paper explains the background and significance of this topic, especially taking TianJian Company as the object to analyze the opportunities and challenges that pharmaceutical firms are facing. Secondly, the thesis introduces the related theories of marketing. Thirdly, the thesis analyzes the developing history, present situation of TianJian Company, and describes systematically the achievements and problems existed in the marketing channels. Fourthly, the thesis raises two basis of marketing channel designation of OTC medic' fine after analyzing development partners and trends of Chinese pharmaceutical industry and the exterior environment and the need to improve interior marketingcompetence in TianJian Company. One is the purpose-oriented principle of marketing channel designation. The other is the total profit of the marketing channel designation and the distribution of the profit within all the marketing segments. On this basis, the paper discuses four principles of pharmaceutical marketing channel designation: multilayer channels principle, choice marketing principle, double-wins principle, and termination improvement principle. Fifthly, build the marketing channel patterns according to the principles of marketing channel designation, and put forward the measures as setting the cooperative friend relationships with subordinate partners, strengthening the management of the members within the channels, enhancing the management of the marketing staff in the company and so on. Sixthly, by comparing the operation achievements of TianJian Company in QingHai province with the same items after a year, which illustrates the building and management of the marketing channel are effective and then gives the conclusion of this paper.