| Nowadays the pharmaceutical industry is in transition stage of development, policies and markets are undergoing tremendous changes. First of all, the "new medical reform" pilot work promoted by the state will have a significant impact on the consumer behaviors of the masses; Second, the undergoing implementation of the management system, including the prescription and non-prescription drugs category management, mandatory price cuts of drugs, drugs bidding, will have a huge impact on the pharmaceutical market; third, the state strengthens the administration of pharmaceutical productive and commercial enterprises with more stringent and standardized measures, which results the small productive and commercial enterprises in facing more severe living crisis; Fourth, numerous foreign pharmaceutical enterprises entered the domestic pharmaceutical market, which are in fierce competition with domestic pharmaceutical enterprises with their advanced distribution channels, and give unprecedented challenges to domestic pharmaceutical enterprises, while also bring rare opportunities for development.In 2009, the Northeast Pharmaceutical Group (NEPG) followed the general trend, and made a historic and strategic conformation to the subordinate sales departments. The author had the honor to become the new Yunnan regional sales manager of NEPG. The total sales in Yunnan region had increased by 130% over the last year. How to cope with the huge challenge? The author believes that the most important is the construction and management of the marketing channel. Comprehensively considering the new medical reform policy environment created by the central government in the last few years, I wish to find a new way to open up a new prospect in Yunnan for NEPG. The article is divided into five parts as the follows. Part I: Introduction. The theoretical and practical significance of the main topics are described, while some relevant concepts are defined. Good drug marketing channels can ensure the drug quality, the customer dosing efficiency and reasonable price. Therefore, the improvement and construction of the drug marketing channels is one of the key factors for the development of the domestic pharmaceutical industry, and is concerned generally by pharmaceutical circles. Therefore, the study of the improvement and construction of the drug marketing channels are valuable and significant both in theory and practice. The study of the paper will help to broaden the product market, and meet the growing needs of the pharmaceutical market and the national economic development, and promote the development of the pharmaceutical enterprises and the regional pharmaceutical industry.Part II: expatiation of the status and problems for Yunnan marketing channels of NEPG. The discussion of the status of NEPG in Yunnan Province status includes two aspects, company and product profiles and Yunnan marketing channels situation. Status of marketing channels in the region is as the follows: (1) pyramid-type structure results in the existence of numerous pharmaceutical distribution intermediaries with different levels; (2) channels over-concentrate in large cities, while the efforts to develop the rural area are not enough; (3 ) the third terminal market potential is overlooked ; (4) the marketing channels are in a single manner and lack innovation. The problems and the future developing trends of the marketing channels of NEPG in Yunnan are analyzed also in the part. The marketing channel problems are discussed with emphasis, which include (1) a lack of proper dealer management, (2) unreasonable marketing channel structure resulting from excessive marketing channel intermediaries, (3) pharmaceutical marketing terminal problems, (4) incompletion of the pharmaceutical industry channel feedback mechanism and unreadiness to the market reaction.Part III: the factors affecting the pharmaceutical sales of NEPG in Yunnan province are analyzed. The factors include new medical reform policies, target consumer groups, enterprise internal, and competing. The boost effect from the new medical reform is one of the important reasons that the analysts are collectively bullish on the pharmaceutical market outlook, which is beneficial to the pharmaceutical industry, especially small and middle enterprises. The target market is the premier content and the basic starting point of the enterprise marketing strategy, and all the business marketing activities are carried out around the target market. In general, the choice of the target market is associated with the market segmentation. Target market segmentation is a prerequisite and basis for the target market selection, the selection of the target market is the purpose of the market segmentation. The enterprise internal environment consisting commonly of the enterprise organizational structure and the quality of the internal stuff plays a significant impact on pharmaceutical sales. Meanwhile, the business impact of the competitors can not be ignored. In the sales process for NEPG in Yunnan, the main threat comes from the large domestic manufacturers.Part IV: discussion of the construction of the drug marketing channels of NEPG in Yunnan province. First, the principles of the construction of the pharmaceutical marketing channels are proposed. Combining "push" type and "pull" type sales, establish a national commercial channels network as soon as possible, and popularize products and establish brand image. Second, the construction of a diversity of marketing systems of NEPG in Yuannan province is proposed. Some dominant modes of distribution include the vendor terminal coalition mode, the terminal regular chain mode, combination mode of distributors, combination mode of distribution and regular chain and direct sale mode. Third, the selection, integration and standardization of the dealers of NEPG in Yunnan are proposed. Three aspects including the select principles and means of the dealers, and the standard of the channel distributors are analyzed separately. Finally, the construction of the channel management organizational system of NEPG in Yunnan is proposed and analyzed combining with the future channel management organization structure table in Yunnan Province.Part V: The future pharmaceutical marketing channel management strategy of NEPG in Yunnan is proposed. First, the one-level dealer management strategy is discussed, involving the necessity of focusing on the distributors and their interests, meeting the needs of distributors and emphasizing the training of the distributors, standardizing the dealers strictly and the management of the two-level client of the dealers. Second, the management strategy of the two-level dealers is discussed, involving doing the dealers visiting work well, providing an interactive platform for the two-level dealers, emphasizing the assessment of the two-level dealers, doing the two-level distributors training well, strengthening the promotion of the two-level distributors and helping the two-level dealers make good regional distribution planning. Second, the distribution channels control and co-marketing management strategy are discussed. Enterprises should establish a standardized sales management and operation mechanism, and emphasize the overall sales activity. According to the development and support levels of the enterprises to the major regions, assign the market support, selling expenses and sales targets to the major regions in the beginning of the year, and demand the major regions to decompose the sales targets and cost to the subregions. According to the overall market strategy of the enterprise, work out the sales plans and cost estimates of the major regions and subregions. To achieve the purpose of expanding sales, it is necessary for the enterprises to implement the combined policy of incentive and administration to the dealers, and sign annual purchase and sale agreements with the dealers. Finally, the channel promoting strategy and end-pull strategy are discussed. The combined application of a variety of promotional strategies are needed to make the brand marketing stand out and establishing corporate credibility, among which the use and cooperation of the meeting promotion, advertising promotion, gathering promotion and public promotion should be attached great importance. |
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