Study On Marketing Channel Mode Of Pharmaceutical Industry

After entering into WTO, more and more foreign pharmaceutical companies and medical distribution companies enter our country. Since 2006, our government has issued a number of legal policy to strengthen the management of drugs and drug distribution channels. All these make our country's distribution channels facing tough challenges, and the competition of marketing channels is critical for the pharmaceutical companies.Haier Pharmaceutical Co., Ltd. Wad founded in 1994, which is a subsidiary of Haier Group. From then on, the R & D and production capacity enhanced constantly, but the marketing channels model becomes the main factor restricting the development of enterprises. In this paper, it mainly research on the marketing channels patterns of Haier Pharmaceutical Co., Ltd. Through applying relevant theories of marketing channels, and combining the execution of China's medical and health system reform and Drugs classification management system, it identified the problems and shortcomings in existing marketing channels patterns, according to the product characteristics and operating conditions of this enterprise. Optimize proposals it put forward based on the above. Finally, through the analysis and study on this template, it proposed beneficial common recommendations in design and construction of marketing channels in similar pharmaceutical companies.This thesis is divided into three parts. Chapter 1 introduced the cause of the problem and then carried on the summary to the marketing channel theory literature. Chapter 2 introduced the conditions of the pharmaceutical industry market and the medical distribution channels. In this chapter it summed up the status of China's pharmaceutical industry and the characteristics of pharmaceutical market, and the general pattern of Pharmaceutical industry marketing channels behind this background. In chapter 3, it analysed the defects of the Marketing Channel mode of Haier, and then it proposed optimizing program using SWOT analysis method. This program includes many factors, such as the management of channel members, channel conflict management, channel sales management and the performance appraisal of channel members, and so on.