The Study On Out-zone Sale In The Marketing Channel Of Guangzhou A Medicine Company

This article uses the method of case analysis, and focuses on out-zone sale of the Guangzhou A medicine industry company. Based on the theory of marketing channel and out-zone sale, this article focuses on one produce of the Guangzhou A medicine industry company, and analyzes the harm and the reason of out-zone sale in this company. Based on the experience and the success pattern of other enterprises to solve out-zone sale question, this article proposes counter measure to govern the out-zone sale problem of the Guangzhou A medicine industry company. This article mainly draws following conclusions.This article divides the reason of out-zone sale in this company into the objective reason and the subjective reason. The reason includes: The market environment induces to flee the goods; the new medicine characteristic creates different price in different step; The channel structure is not perfect; The channel policy is not good; The management of the dealer need be improved. According to the time order, this article divides general countermeasure of out-zone sale into three kinds: Channel design stage; Channel management stage; the channel appraisal stage, and summarizes ten kind of successful patterns of solving out-zone sale problem in our country enterprise.This article believes that, the countermeasure of solving out-zone sale problem in the Guangzhou A medicine industry company can be divided into stopgap countermeasure and permanent cure countermeasure. The stopgap countermeasure is divided into three kinds: Channel design stage; Channel management stage; Channel appraisal stage. In the channel design stage, the countermeasure is: Carries out the suitable grading price system; Plan the channel system again; Sets up the chamber of commerce; To dealer strict choice and management; Region difference product packing; Earnest money system. In the channel management stage, the countermeasure is: The special organization to solve out-zone sale problem; Strengthens the training of sales person. In the channel appraisal stage, the countermeasure is: Reasonably appraises the dealer; formulates the strict award and penalty system. Complied with the cross-region tendency of medicine marketing, the permanent cure countermeasure is following the pattern of "retails the channel nation and the service promotes the region", and taking the auxiliary measure of "help sales" pattern.