The Strategy Of Changsheng Company Sales Channel After New Vaccine Circulation Regulations

The issue of New Ordinance of Vaccine Circulation and Injection has pushed the vaccine in the market and bring great changes in vaccine business. The eventually changes of distribution environment make changsheng study the new-forming market environment and redesign his own distribution channel policies to get the advantage of competition. The paper using modern theories of management combined with the concrete market conditions states the channel policy from four parts : 1.Analyzing the impact of the new ordinance on changsheng`s distribution policy. Firstly introduce the existing situation of the development in vaccine business and market competition, then study the changes which are brought about by carrying out the new ordinance. Contrast the new-forming market environment with the old and find the influence and development opportunity. 2.Market orientation under the new-forming environment. Get a clear understanding of the strength of company and the opportunity and threaten in the outside environment. Understand the advantage and disadvantage by analyzing the process of the manufacture and distribution of the company and find the position by analyzing competition in the same business. Prepare for a long-term development after exact market orientation has been made. 3. Choose the channel policy appropriate for the company. As vaccine a special commodity, its circulation and injection is monitored by our country, and its circulation channels are controlled strictly. Some factors should be fully considered not to conflict with the intrinsic mode of the channels when the company organizing new channels. Then we will achieve smooth channels and high efficiency and build up our own channel advantage. 4.Channel management. To build up and review the channels should follow three principles--economy,controllablity,applicablity and adjust inappropriate channel program timely. No matter how perfect the design of the channel policy is, there always been conflict. Exact analysis of reason caused by channel conflict and finding the positive effect to avoid destructive conflict.—this will ensure the distribution channels develop smoothly and efficiently. The paper suggest that the company do the following after the analysis in the four parts above: 1.Build up the channel advantage on which we will focus to develop the distribution policy. Adjust the distribution channels properly and manage them to get rid of destructive conflict. Encourage the personnel related to the channel management reasonably—this will make the channels smoothly and improve the channel function. 2.Adjust channel gradually. No doubt disease-control departments have more rights to control channel in the field of vaccine circulation. And functional transition in disease-control system should be fully considered. Although the disease-control departments in province and city are no longer monopolize the vaccine business, the relation between the disease-control departments of province and city and that of town should be paid more attention. Then we will gradually achieve our goal of channel adjusting on the base of special changes in the markets and the existing relation of channels. 3.Set up crisis-prevention program. As the vaccine market opening up, people take great care about the safety of vaccine. National Food and drugs Inspection Bureau monitored strictly the quality of vaccine and the way of injection. So thereaction after injection should be highly considered by facing up to every reaction and handle it properly, or the opposite influence will be accrued. To set up crisis-prevention can speed up the reaction to crisis and prepare to solve them down. 4.Corporate with the foreign enterprise and introduce advanced technology. We should corporate with foreign company and take full advantage of their distribution net at home to develop together because of our poor ability to develop new vaccine. 5.Improve the salesmen quality. The businessmen stand for the company and his performance is directly influence the image of this company. Vaccine is different from other commercial goods because it relate to people's life and heath physically and mentally. So the company should lay stress on training the businessman on professional knowledge and skill as well as professional morality.