Search On The Marketing Channels Of Chinese Pharmaceutical Enterprises

Nowadays, the marketing competition become more and more intense, thepharmaceutical enterprises’ selection of marketing channel directly determines its destiny.A correct choice of marketing channel can make the integration of resources, effectivefinancing, improve management efficiency and the ability of risk-controlling in theenterprise. And it can make the profit during the process of maintain the customer valuemaximization. Similarly, if the marketing channel can not to keep up with the trend of themarketing development, the enterprises will lose their market share and competition inbusiness.In recent years, great changes have taken place in the channel of pharmaceuticalcirculation in China, it makes the marketing channel has been unable to make efforts forsurvival and development of the enterprises. Products made by manufacturing enterprise,delivered to hospitals and chemist’ shop, although there is no big change in thistraditional mode, but the number and structure of these three basic links has undergonegreat changes, especially the transformation in the business distribution channels, thismakes the marketing mod of enterprise has changed, too. However, many enterprisescan’t adapt to this transformation, so that they were shut down or transfer of shares. Thereare also some enterprises talents showing themselves, change the marketing strategysuccessfully, adapt to the changing of marketing environment, take an invincible positionin business competition. Considering this kind of situation, selection and management ofthe marketing channel is the most important.The article taking Xi’an Jansen pharmaceutical as an example, mainly adopts themethod of case analysis, starting from the basic theory of the marketing channel, take themethod of literature analysis, inductive method, field survey method and comparativeanalysis, to present situation of pharmaceutical industry and its marketing channel inChina. Take an analysis of Xi’an Jansen’s advantage in marketing channels, to give someadvices or take some useful information to our pharmaceutical enterprises in theirmarketing channel’s choice and development.