YIJIAN Company's Management Of Health Care Products Distribution Channels

Human society is entering a new stage of globalization. The world is undergoing extensive and profound changes. While embracing unprecedented prosperity and vibrant culture, we find that our values have been drastically transformed. In recent years, due to environmental degradation and growth of the sub-health population, more and more people have become health-sensitive. Demand for healthcare products continue to be on the rise, making China one of the fastest growing markets for medicines and healthcare products. However, because of inappropriate management and deficient policies, the healthcare product industry suffers low efficiency of management and many other problems. In today's world, companies that get channels and terminals prevail.Distribution channels have become an integral part of 4P marketing portfolio, and are pivotal to determine whether one company can get into the market, expand its sales and realize its goals. Yijian Company integrates e-commerce and chain partnership into its distribution channels of healthcare products. Since management of these integrated distribution channels is more complicated and difficult to handle, study on this subject is very important and meaningful.Based on marketing, customer satisfaction, supply chain management and strategic management theories, this study analyzes features of Yijian Company's distribution channels, its internal and external conditions, characteristics and motives of intermediaries and users during the whole process of distribution, and problems in establishing channels. Through the analytic hierarchy process and Delphi method, quantifiable study is conducted and a performance evaluation system is established.Constructive suggestions are provided on the design and management of the Company's distribution channels, providing guidance for future management. Research results obtained in the study are useful to the healthy development of Yijian Company and can be applied in the management of distribution channels of the entire healthcare product industry.