Optimization And Management For The Channel Of YingKe Company In Northwest Five Provinces

After the entry into WTO, Medical Appliance industry in China faces a new opportunity and challenge. At the same time, marketing channel will play an important role in market competition in the future; to some extent, the better channels, the more market share it can get. Although foreign enterprises of Medical appliance has some advantages of technique, funds and management, it has become thinkable question for the management of the most foreign enterprises that how foreign enterprises combines its advantages and market characters in China together after its entry into China market. This thesis takes marketing channel of medical seam in northwest five provinces of Xi'an branch, Yingke company, one of the foreign medical appliance enterprises, as an investigated subject.This thesis takes the methods of empirical research, interview and combination of nature determination and quantity determination and applies the theory related in marketing channel building and management including the theory of channel structure, channel behavior, relationship marketing and motivation. It studies the model evolutionary process of marketing channel and the character of the present model according to analyzing macro and micro environment change in the whole medical appliance industry. It also combines the experience from channel building of similar enterprises and aims at the situation of channel marketing for the product of medical seam for Xi'an branch, Yingke company, so as to analyze its characters and existing drawbacks. After that, it puts forward principle and process of marketing channel optimization. Finally, it designs the project marketing channel optimization in the northwest five provinces. That is the model of direct sale and indirect sale in Xi'an branch, Yingke company, building four level marketing channel and comparing the former marketing channel to the optimized channel.According to optimization of marketing channel in the northwest five provinces in Xi'an branch, Yingke company, it gives some suggestions to the management of marketing channel including channel choosing, evaluation of agent and potential value of hospital, building the new evaluation system and working management principle of goods switching. According to the study of thesis, I hope to put forward a constructive proposal for the optimization and management of marketing channel of the product of medical seam from Xi'an branch, Yingke company. Also I hope to give a reference to the other foreign medical appliance enterprises on the optimization and management of marketing channel.