Research On Pharmaceutical Dealer Selection And Incentive Based On Cooperative Marketing

In pharmaceutical industry, there always have been many problems, such as lack of large enterprises and most of these are small and medium-sized which do not have economies of scale; logistic is disorder and low efficiency, and so on, which caused high pharmaceutical marketing costs and more difficult of the channel Cooperation. These problems, as not only lead to the waste on marketing resource of each other, but also make the blindness in the market planning, implementation, promotion, monitoring, feedback, etc, have brought a great deal of potential operational risks. However, with the domestic pharmaceutical market changing from a seller's market to a buyer's market and the health care reform continued to more and more deepener, the pharmaceutical companies realize that the sales are from pharmaceutical terminal market but not from lower wholesalers. Cooperation of pharmaceutical manufactures and dealers have become these new profit growth point. They also turn to a new cooperative marketing relationship with benefit-sharing, value of the integration from the loose and opposite traditional buying and selling relationship. As a key component of pharmaceutical manufacturer's sales channel, how to select appropriate dealers for scientific has become an important issue for its strategic development. Under this circumstance, based on cooperative marketing between the domestic pharmaceutical manufactures and dealers, to the point of manufacturers, the article make a analysis about cooperative dealers` selection and management of incentive. And at last, an example is given for demonstration of its application, shows that it has important realistic meaning for pharmaceutical manufacturer selecting appropriate dealers for scientific. Concretely, the following research has been developed in this thesis.Firstly, Based on the analyzing the distribute status of the pharmaceutical industry, and considering its particularity, used the methods of AHP and fuzzy evaluation, build the fuzzy synthetic evaluation about the selecting of pharmaceutical cooperative dealers. The evaluation index system and the model of pharmaceutical dealers'selection is constructed in this paper. The analytic hierarchy process was applied to determining index weight on every level, and the fuzzy synthetic evaluation was used in different levels. An example is given for demonstration of its application, shows that the method is feasible and scientific. It has important realistic meaning for pharmaceutical manufacturer selecting appropriate dealers for scientific. And then, aimed at the cooperative marketing between the pharmaceutical manufacturer and dealer, On the basis of principal- agent theory, the design of distribution incentive contract of cooperative marketing between the pharmaceutical manufacturer and the retailer under double moral hazard has been studied. When designing the distribution incentive contract, we take consideration of the motivation of retailer's effort and the motivation of supplier's own effort. The pharmaceutical manufacturer through a fixed subsidy fee to meet the constraining of retailer participate in the cooperative marketing, and through adjusting the trade price, namely affording a trade discount, the contract realized inspire with retailer's marketing effort.