The Study Of The Cooperative Distribution Channel Management Mode In Xi'an-Janssen Pharmaceutical Ltd.

With China's rapid economic development and people's living standard significantly improved, people pay more attention to health needs, which also brought the rapid development of the pharmaceutical market. The pharmaceutical companies have experienced rapid growth in profits and sales volume.In recent years, rapid expansion of domestic pharmaceutical companies in a relatively short period of time, resulting in increased competition, the industry backlog of a large number of similar products, medical waste of resources, the profitability of pharmaceutical companies face unprecedented challenges. The development of pharmaceutical companies is affected by many factors, including the smooth flow of marketing channels and high efficiency.Xian-Janssen is the largest joint venture of pharmaceutical companies, from inception to the present the past 20 years has maintained sustained and stable development. The major products currently operating non-prescription drugs (OTC). With the increasing pressure of market competition, Xian-Janssen also appeared with many challenges:OTC products terminals was working more and more difficult, the product itself and the homogenization of marketing tools was gradual seriously; the change of marketing environment has made the process of buying behavior of consumers from product promotion, persuasion and education longer and more difficult; and distribution also believe that profit is not enough, so the impact on their sales, ultimately to the direct impact on the company's overall sales.As channel distribution by pharmaceutical distribution enterprises is the main products sales model of Xian-Janssen, the distribution channels, marketing, management innovation is the most important task.Based on work practice, focusing on agent theory knowledge and the "cooperative model ", "on oversight model " and the "best delegated authority to arrange model " knowledge, based on 2009 customer satisfaction survey Xian-Janssen channel status, Drawing on other joint pharmaceutical companies and distributors with excellent co-management of fast moving consumer goods company Procter & Gamble experience (P & G) of channel management experience, the distribution joint business plan to explore the effective combination of marketing, channel management and portfolio theory The two marketing product promotion, sales channels to promote flat, to establish an efficient distribution channel management cooperative feasibility and significance.The Xian-Janssen distribution joint business plan in this paper is the joint manufacturer, distributor or retailer in the business strategy under the premise of agreement with each other to establish close and stable relations of cooperation, joint development programs and sales activities during a given period shall be implemented To improve channels of output and efficiency and take the initiative to seize the channel, while more effectively with the forces of distribution terminals to promote drug sales is the lifeblood of innovation and grasp the channel sales model is a fundamental reform.On the research and study of the distribution channels of Xian-Janssen, I am better able to help complete the work, hoping to help enhance the efficiency and effectiveness of sales channels, improve the competitiveness of corporate marketing and value-added space and some help of the to explore new cooperative distribution mode of pharmaceutical industry the same time.