Research On The Marketing Channel Development Strategy Of Drugs For China

The pharmacy industry contains abundant potential value, so it is praised as the industry that will never decline. Many patients benefit from it's smooth development, which has a substantial and far-reaching economic and social benefits. With the market economy developing, because of the lack of domestic pharmaceutical R & D innovation capability, the competitions of all the enterprises among the homogenization of products and marketing competition have become increasingly seriously; The pharmaceutical enterprises are also facing a strong competition from the international enterprises because of the development of economic globalization, which force China's pharmaceutical enterprises to face more intense competition in the market. From the beginning of 2009, with the help of China's medical and health system reform, the business environment is undergoing major changes. So all the pharmaceutical companies are faced with how to deal with new changes and continuously improving core competitiveness in the fierce market competition. Sales force in the construction of enterprises is very important. Marketing decision-making is one of the important decisions and the so-called channel bidders are the world. Therefore, the research on the drug marketing channel development of the new situation has its important value and significance.For these reasons, in this article the author uses document study methods, case study methods, comparative research methods etc. When analyzing the drugs marketing channel environment and the historical evolution of marketing channel, the author predicts the development trend combining the foreign marketing channel with the author's marketing practices. The author also analyzes the Reyoung Pharmaceutical'situation and provides reference of choice and innovation of drugs marketing channel model, which not only have a certain forward-looking,but also contain more actual combat value.Through research, concludes are that:In the medical and health system reform context, the government should formulate and implement the corresponding development strategy so as to establish a fair standard and efficient environment for the development of drug marketing channel. And the drug production and business enterprises should follow the trend to take appropriate strategies to improve and develop their own marketing channel. This thesis is divided into seven parts. The first part is about introduction, which describes the background,the significance of topics, research ideas and methods. The second part describes the relevant theoretical knowledge of marketing channel, the concept of marketing channels functions, processes, elements, the theory research of marketing channel etc. This is the theoretical basis for this article. In the third part, the drug marketing channels of the external environment are analyzed. Mainly on the legal and policy environment,economic environment, population environment, technological environment. The fourth part has analyzed the historical evolution,present situation,existing problems and the development trend of drugs marketing channel in our country, also the present status of developed countries'drug marketing channel and features. Part five presents the marketing channel development strategy from two aspects:government's strategies to guide the development of marketing channel; marketing channel development strategies of the production and business enterprises. The part six taking the Reyoung Pharmaceutical for example analyses the characteristics of its marketing channel and its shortage and has proposed seven development strategies of marketing channel. The seventh part contains conclusions and expectations.