Research On The Medical Instrument Marketing Channel Management Of JK Company

As one of the international industries which growing are the fastest and the trade are the most active, competition in the market of the medical device industry is global and international. Medical device industry have several obvious characteristics, for example the market is tightly regulated, the entry barriers is high, the products are significant differences, species diversity, and the earning power of separate products are different. Besides, it is a high-technology industry which have low energy consumption, low pollution, high added value, knowledge-intensive and obtain specially supported of our country. With the development of china’s economy, the market capacity of china’s medical device industry is on the increase, it has become the global important market, many transnational enterprises as thick as hail. The number of manufacturer and marketing firm are growing rapidly, the market competition becomes increasingly fierce. Because of poor channel marketing strategy and marking channel management level, many small medical enterprises development are restrict. JK company is faced with such a problem.In the initial period of development, JK company has determine cooperate with dealers to develop market, through has certain scale, there are many problem in marketing channel management, for example marketing channel is single and density is not enough which lead to market coverage and share are not ideal; there have no scientific dealer selection criteria, the management and control force of distribution team are not strong; the processing of channel conflict is not seasonable, and the channel management is extensive, etc. these problems restrict JK company’s development, so adjust the marketing channel strategy, strengthen the leadership and management of channels, improve the possession to the target market are already looming.In the face of the fierce market competition, the performance of enterprise, to some extent, subject to marketing channel, because many famous enterprises treat marketing channels as the key of the developing and occupy of the market. First, this article reviews the theories of marketing channel, then analyze the industry environment and the market competition situation of JK company, and points out the status and problems of the marketing channel. On the basis, research the channel design of JK company, and clear the basic idea of optimization reconfiguration of JK company’s marketing channel. Finally, give improve advice of the implementation and guarantee of JK company marketing channel. This paper is a research which focus on the practical of JK company, explore how to build a marketing network which has its own characteristics. We hope this paper is useful for JK company and other medical device company, and in some extent, boost the development of medical device industry.