The Reconstruction Of Marketing Channel Mode Of Kunming Jida Pharmaceutical Company Ltd.

Chinese government think it first question to resolve to see a doctor expensive and see a doctor difficult for common people, especially since 2006, have stipulated a series of regulation in succession, mostly related to marketing channel. In addition, along with the whole world economic integration, the step that foreign capital medicine circulation and the drugs manufacture enterprise enter China will be speed up certainly. Chinese tradition marketing channel will face the stern challenge. Kunming Jida Pharmaceutical Company is the second joint venture pharmaceutical enterprise in Yunnan province, the Marketing channel is the same as Chinese traditional district agency mode. Along with the national macroscopic policy readjustment and the enterprise development, the march that the new medicine goes on the market speed up unceasingly, the traditional marketing channel have seriously restricted the enterprise, the marketing channel mode must be innovated imminently.This thesis has carried on a thorough study on the marketing channel of the Kunming Jida Pharmaceutical Company, using the theoretical and empirical combining study, qualitative and quantitative combining study and the method of expert interview etc. This thesis is divided into 6 chapters to discuss the issue.Chapter 1 introduced the background, the meaning, the content, the mentality and the method of drugs marketing channel studies, then carry on the summary to the marketing channel theory literature. Chapter 2 introduced the drugs classification, the drugs characteristics, the pharmaceutical market characteristics and so on, and analyzed the drugs market macroscopic environment. Chapter 3 elaborated four stages that the drugs marketing channel has developed since our country established and the drugs marketing channel main mode at present in our country, then studied the drugs marketing channel of advanced countries and domestic famous enterprises, to provide the beneficial enlightenment for the research of the marketing channel of Kunming Jida Pharmaceutical Company. Chapter 4 introduced the whole situation of Kunming Jida Pharmaceutical Company, emphasized on the status quo and problems of marketing channels. Chapter 5 elaborated the target and principle of marketing channels reconstruction. On this basis, reconstructed the suitable marketing channels of Kunming Jida Pharmaceutical Company, raised the marketing channel management adjustment. Chapter 6 summed up the thesis and raised the further research directions.In summary, the reconstruction of marketing channel has great significance to improve the enterprise competitiveness of Kunming Jida Pharmaceutical Company. The reconstructed marketing channel has three characters: First, it is changed from a single channel to four channels according to the different products and different regional characters; Second, proposed that each marketing channel should cooperate with each other; Third, proposed a new type of business cooperation.