Analysis Of Health Pharmaceutical Sales Channels

This thesis sets the research objects on the present conditions, adjustment process and management pattern of Jiankang Pharm's marketing channel. Marketing Channel is one of the important parts of which enterprise marketing is composed. With the development of national pharmacy reform and medical market, the competition among the pharm enterprises comes to be sharp and fierce. As a result, a steady and efficient marketing channel has turned to be one of the key factors to decide whether production can be successfully marketed and to influence directly the execution of the business strategy. Based on the material collecting and market surveying, this thesis analyzed and evaluated the present marketing situation, marketing channel and its members of Chengdu Pharm by the methods and theories of marketing, financial management and so on. Moreover, the basic characters of the channels on the basis of management, cost, profit, market and promotion was definited,therefore, the thesis considered that the present marketing channel was neccssary to be adjusted. Then, in the process of the adjustment, the thesis divided the key marketing areas according to the relationship between medicine consumption and local economic development level, defined the strategy target of the marketing channel in the key market area and designed three programs for adjustment, Then, the thesis depicted the problems of management pattern the marketing channel may face while the best program is executed, The thesis considered that Chengdu Pharm could improve the managing and controlling ability of marketing channel as well as fasten the speed of market expansionafter adjusting and managing the channel through the above program which may set up a solid basis to realize the business strategy target.