Otc Marketing Channel Research

The medical trade channel is the bridge between the pharmaceutical manufacturer and the customer, if there are not consummate and high efficient trade channel and service network, the effective sales can't be realized, and the manufacturer can't successfully respond to the complicated medical market environment and the more and more intense market competition. To establish a consummate and high efficient trade channel has strategical significance in increasing the market competitive strength of Chinese medical trade enterprises, and to gain the benefits in advance in Chinese huge medical consuming market in future. And meanwhile, the rapid expansion of the OTC drug market causes more and more pharmaceutical manufacturers to launch their own OTC drugs. And most of the pharmaceutical manufacturers mainly produce prescribed drug, so how to design the medical trade channel of OTC drugs, especially to design the medical trade channel of OTC drugs that accord with the developing trend of medical trade channel has stronger realistic significance. At present, Chinese medicine market is enlarging continuously, especially the OTC market is rapid widening, which support many opportunities to the pharmaceutical manufacturers and medical trade enterprises, but in the other hand, there are many difficulties such as that the state regulates and controls the price of drugs, forces the pharmaceutical manufacturers to practice GMP, and the medical trade enterprises to practice GSP, and the foreign-capital medical trade enterprises have to face the policy barrier, etc. The competition is very severe, for example, the large-scale terminal dealers and large-scale medical wholesalers have stronger competency to bargain, the authentication of GMP and GSP results in the higher industrial barrier, and a batch of little-scale medical enterprises face the dilemma to berejected from the market. The status of Chinese medical trade channel is many, little, scattering, and confused, many moderate or little enterprises have the shortcomings such as hysteretic information, weak terminal controlling ability, low befits, and weak ability to take against the risk, but in the other hand, there are many large-scale medical logistic enterprises with large-scale sales and wide channel networks, such as Chongqing Medical Co., Ltd.; many medical trade enterprises are mergering, many large-scale medical offsack and low-price drug-stores are being established, the purchase of hospital's drugs practice bidding, the drug-stores practice the classified management for prescribed drug and OTC drug, the medical e-business is sprouting. So, to correctly recognize the developing direction and trend of Chinese medical trade channel has important significance. According to the obtaining way of the data, adopting the quantitative analysis as possible as I can, to analyze the recent 3 years' developing trend of channel of several typical medical logistic enterprises from the practice and internal agent, such as Chongqing Medical Co., Ltd, Taiji Group and Chongqing Tongjunge Co., Ltd, and drawing the conclusion that the developing trend of Chinese trade channel is centralization, pluralism, applanatio, specialization, informationalism and extension to the substrate with network. But for Chinese pharmaceutical manufacturer , how to face the current medical circumstances and designning the OTC medical channel. developing trend?Taking the OTC anti-common cold drug launched by a pharmaceutical manufacturer as the example to design the OTC medical channel. The target market of the drug is retail drug-store and hospital, and meanwhile it needs higher covering width and depth. To analyze the channel status of the pharmaceutical manufacturer, compare with the merits and shortcomings of current main OTC medical trade channel mode, combine with the match between product and channel, the match between channel and the favor of the customer, and the economic principle of the channel choosing regional trade mode, then to putforward the scheme aiming to the design of entity flo...