Research On Conflicts Management Of Marketing Channel Of Chinese Medicine Manufacturer

In recent years, tremendous changes have taken place in medicine marketingchannel in our country, new channels emerge unceasingly.These new channels'emergence inevitably has certain impact on the traditional marketing channel, causeschannel conflict to be more frequent and intense.This article first introduced the concepts of marketing channel, channel conflictand so on, carried on the elaboration about the domestic and foreign research resultson channel conflict.Then combined with the particularity of medicine industry andthe marketing characteristic of medicine, this article has separately carried onanalysis to several kind of main marketing patterns of medicine, and especiallycarries on a key discussion on a kind of channel conflict—cross sales which are mostcommon and troublesome. The article proposed a series of managementcountermeasures to how medicine manufacturer reduce the channel conflict in theaspects of marketing system construction, channel policy formulation and channelmember's choice. Finally based on a example analysis of the channel conflict'sreason of a medicine manufacturer, this article proposed some suggestions on how toimprove channel management.