Research On Management China Instrument Import & Export Corporation Medical Marketing Channel

High profits of medical equipment industry attracted numerous competitors, and the competition in this market become more and more increasingly fierce. The fourth variable in the marketing mix — distribution which was considered to be hard to imitated and copied between the rivals, therefore, distribution channel management becomes more and more important than before.China National Instruments Import & Export(Group) Corporation(hereinafter referred as “INSTRIMPEX”), a fully-owned subsidiary of China Genertec Technology(Group) Holding, Limited, is the most important state-owned enterprise engaged in the import and export of high-tech mechanical and electrical equipment, which was seeking to the long run sustainable development strategy. Under this circumstance, marketing channel management will be badly necessary for the compay.According to my study and reseach, there were three problems in the marketing channel management of INSTRIMPEX. First was how to attract sub-distributors to jion us, the second was how to stimulate our sales’ motavition, and the third was how to improve the quality of our agent products.Based on the solutions of above problems, this paper was aimed at multiple cases analysis which were combined with the theory of market environment, marketing channel design, channel strategy, and channel managemen. At the same time, the analysis was proved by some other relevant knowledge, the logistics management and the marketing channel management.The main content of this paper is compoesd of three parts, they are the analysis of current situation about medical equipment marketing project management of INSTRIMPEX, the sysytem of solutions based on the above three problems and the supporting policy refferring to these problems.