China's Pharmaceutical Enterprises Drug Distribution Channel Management

Distribution channel is the significant part in the pharmaceutical marketing. Medical product delivery requires effective distribution channel. in today's highly competitive Chinese pharmaceutical market, the effective and efficient distribution channel by which products are delivered to their target customers is the one of important competitive advantages for pharmaceutical companies.This essay summarizes the innovative management strategy for effective and efficient distribution channel for pharmaceutical companies through analysis of distribution management practice of SA company and analysis on combining medicine classification and product life cycle as well as channel design decisions, considering the external factors such as chaotic distribution channels of Chinese Pharmaceutical industry, the insufficient and ineffective distribution management of Chinese pharmaceutical companies and possible influence of forthcoming reform in medical and pharmaceutical field in China.This essay summarizes the management practice and function theory of distribution channel of pharmaceutical companies by exploring the status quo and development of distribution channels in Chinese pharmaceutical market, and discusses the fundamental types and problems of distribution channels in China pharmaceutical market, In further, the author concludes the management principles on channel design , channel adjustment and alteration, as well as avoidance of misleading management through the analyzing the internal and external environmental factors in China pharmaceutical market. Moreover, the author proposed frame of channel design and adjustment of pharmaceutical companies in the view of marketing management, in addition, the author suggests the measure and steps on channel improvement based on practice in SA companies. In the core section of the article, based on the management practice in SA company, the author proposes the strategy and frame of distribution channel management and explores in detail the distributor management, the most important part of channel management, as well as the channel conflict management.