Research On Marketing Channel System Of Lukang Pharmaceutical

Since China's reform and open inl979, China has gone through a Pharmaceutical marketing period up and down in the past 28 years. With the rapid grow of the Pharmaceutical industry, the industry compete is also becoming increasingly incentive. As the pharmaceutical enterprises are small, casual, disorder, short-sighted and low-level redundantly constructed, marketing homogenization phenomenon is serious, so it is difficult to form their core competitiveness. As a state-controlled pharmaceutical enterprises, Lukang's marketing channel and management issues are emerging with the pharmaceutical market environment changes in recent years. The design and establishment of the suitable marketing channel system for company development have great realistic significance for the company to develop in long-term, to face the competition with both the domestic and foreign pharmaceutical enterprises, and to enhance their core competitiveness. And also it will have some reference value for the other pharmaceutical industry enterprises.Case research, review research, and research based on both the theoretical and applied study are adopted in this thesis. As LuKang Pharmaceutical company for research object, through the analysis of LuKang's general intruduction, marketing channel condition, company's environment and the problems existented, this thesis Carries on the marketing channel system design with using the modern marketing theory and achieves;Through the reading of the marketing documents, in particular the medical documents on marketing channels, the author try to gain the best results having been found, find the deficiencies in the study and the foothold of this study. According to the precedessor's research on marketing channel and pharmaceuticals marketing theories,combining with the LuKang's concrete practice of the marketing, the thsis put forward the project with the design and implement of the system.The major innovating point in this thesis is: the author designs the Stereo channel system as LuKang Pharmaceutical's new marketing channel system; propose the idea of Channel Holdings as one of the main measure that the channel controls; establish the information service system that is convenient for medicine product channel member communication and market service.This thesis is divided into six parts. Part I: Anylsis of topic background,significance,research method,writing idea and the framework; Part II: The document review on marketing channel of the pharmaceutical industry; Part III: The marketing channel status of Lukang Pharmaceutical; Part IV: Redesign on Lukang Pharmaceutical marketing channel system; Part V: Research on implementation of Lukang Pharmaceutical's new marketing channel system; part VI: Conclusion of the full content.