The Research Of Channel Relationship Management In Our Pharmaceutical Manufacturer

The enterprise is the main part in the socioeconomic development.They construct core competitive advantage and manage the stakeholders' relationship to exceed the competitors and get the resources.The traditional management method had played a role in the society,such as the technological innovation,advertisement,after-sale service and sales promotion and so on.But the above-mentioned are easy to be imitated,that can not obtained sustainable competitive advantage. Marketing channel being specialized and the competition being fierce,the enterprises are try their best to manage,protect and control the channel resources.The core of the marketing channel management is channel relationship management.The pharmaceutical manufacturer is the basic target in this thesis,and the main purpose is to investigate the channel relationship and the problems between the channel members.By using the method of documentary,case analysis and system analysis method and basing on working practice,the thesis proposes innovative mode to fit the management of pharmaceutical manufacturer and marketing channel.By reviewing drug circulation systerm reform,channel member structure,cases and working practice and basing on the theory of channel behavior,stakeholder and relationship marketing to elaborate the current situation of channel relationship in our pharmaceutical manufacturer and to analyze the problems and the reasons.The attitude of the government,community,retail traders and consumers influence the circumstances which the enterprises are in,so managing these stakeholders are very important.Because of the changes in the marketing channel,the pharmaceutical manufacturers should innovate a new mode to control the channel members.While the relationship marketing theory being used and recognized,the relationship marketing orientation in marketing channel management is a innovative mode to administer the channel member that contain two clues which are "business cooperation" and "emotional connection" to reinforce the trust and promise. The targets of the relationship marketing orientation of marketing channel management are win-win and collective benefit maximization.The channel relationships quality evaluation and the channel member database can reflect the dynamic changes in marketing channel,and they can balance the power,the interest and the conflict,so the channel members will reduce speculation and improve efficiency.The new mode can form strategic alliances,then,get the synergy effect.