A Medicines Co Marketing Channel Optimization Research

Channel strategy is very important for the development of an enterprise, an enterprise product sales cannot do without a sound system of channels, in the pharmaceutical industry in China, with the use of advanced technology and the reform of our medical system, causes the medicine competition among enterprises is not only a medical products and brand image competition, is more channel competition. But because of the particularity of pharmaceutical products, the relationship between people’s life and health and safety, as with the people closely related to the vital interests of the product, the marketing channel has the particularity, the government of our country from the national policy level of the production and sales of pharmaceutical enterprises were strictly limited, pharmaceutical companies market full of trouble. Guangzhou Baiyun Mountain Medicines Co in China as a traditional medicine production enterprises, as with most pharmaceutical companies are also the difficulties in marketing, marketing channel become the marketing strategy of "black hole", the existence of chaos and inefficient marketing channel strategy, circulation links too much, but the high cost, resulting in the sale of profit the rate of decline, there is a need to optimize the situation.Based on the summary of marketing channel theory, using the methods of literature and case analysis, analysis of Guangzhou Baiyun Mountain Medicines Co sales channels construction present situation, proposed specific measures. The main contents are:the first chapter is the research content and ideas, research background and significance, and research the marketing channel optimization. The second chapter is the related theory of marketing channel of pharmaceutical enterprises. Analysis of the composition, and the medical enterprise’s marketing channel. The third chapter is the analysis of Guangzhou Baiyun Mountain Medicines Co marketing channel environment. Mainly is carries on the analysis from the aspects of macro environment, industry competition environment and pharmaceutical market changes in consumer demand impact on the sales channel of pharmaceutical enterprises. The fourth chapter is the analysis of the present situation of Guangzhou Baiyun Mountain Medicines Co sales channels. Through the introduction of the general situation of Guangzhou Baiyun Mountain Medicines Co, analyzing the main competition status and the status of members of structure, the company’s sales channels on the specific problems, the company’s sales channels management were summarized. The fifth chapter proposed the Guangzhou Baiyun Mountain Medicines Co marketing channel optimization strategy. The main is to straighten out the sales channel and the structure, strengthen the pharmaceutical marketing channel member management, reduce the operation cost of channels and innovation of B2C pharmaceutical sales channel mode. The sixth chapter designs the security measures of Guangzhou Baiyun Mountain Medicines Co marketing channel optimization, from the organization and personnel security put forward specific measures in two aspects. The seventh chapter is the conclusion of the study.In this paper, taking Guangzhou Baiyun Mountain Medicines Co sales channels as the basis, an impact on the pharmaceutical channel factors through the analysis of macro environment, competitive environment, sales channels and changes in consumer demand, the Guangzhou Baiyun Mountain Medicines Co sales channels and existing problems, put forward Guangzhou Baiyun Mountain Medicines Co marketing channel optimization should be carried out from the aspects of sales channel and the structure, strengthen the channel member management, reduce the operation cost and channel innovation B2C pharmaceutical sales model. To provide a reference for optimization of China’s other pharmaceutical companies marketing channels research conclusions of this paper.