Ty Medical Device Company Marketing Channel Management Research

Medical device industry is a small branch of the medical industry, but it has a great potential market. There are three reasons: firstly, level of instruments in hospital is low, many instruments need to be replaced. Secondly, National Health Ministry abase medicine price. Hospital lost the profit from medicine. They need getting more benefit from the treatment to meet the balance. So they look forward to purchasing a lot of medical device to enhance the treatment level. Thirdly, after China entering the WTO, foreign company or investment group can found the hospital in China, Chinese hospital need great amount of instruments to become competitive. However, more and more investment and businessmen invade this field, result in disorder of distribution channel and sales management, reduction of revenue and profit of small scale enterprise. So the writer tries to find the way to solve the problems existing in the distribution channel and sales management, to lower the cost of sales, help TY Co. to design the suitable distribution channel and make the policy to control the sales.This paper begins from the studying of TY medical instrument Co., Ltd. It has three parts except the introduction. The first part shows the history and development situation of medical device industry, outside environment and distribution channel model adopted popularly. The second part introduces the background and present situation, describes the problems of sales management and expounds single sales channel is the most vital factor which limited the development of TY Co. Ltd. The third part analyzes several sales channel modes adopted by other medical companies to find the way to solve the problems occurred in TY Co., Ltd., suggests the ways of establishing the suitable distribution and controlling the steps of channel. At last the writer hope that this paper can be used in the other medical enterprises for references.