LZ Guangxi Pharmaceutical Company Strategy Research Of Marketing Channel

Medication is a special commodity which is closely related to people’s life and healthcare. Medication distribution is critical factor to ensure medication safety, to satisfy medical needs and to keep life health. Along with the rapid growth of the national economy and the needs of healthcare, medication distribution has brighter prospects, huge market and growth space. In China, with reforming and opening up, the distribution channel of medication is sifted to marketing economy from planned positive three-tier pharmaceutical wholesale stations. Except some special medicine, the medication market of China now is fully competitive. The distribution channel becomes diversified; and, consumption flow goes up. The concentration rate of medication distribution market grows up through companies developing, mergering and restructuring. However, the whole industry still has obvious gap between China and developed countries because of high volume of companies, small size of company scale, simple channel of distribution, inefficiency system, lack of core-competition, immature management skill, and high cost of logistics.By using literature surveys, case studies, method of combining theory with practice, this research is to optimize LZ’s marking channel, built core-competition and improve competitive position with studying global industry situation and development strategy.The innovation of this research is combining marketing channel theory and marketing strategy. The meaning is to enhance the research of pharmaceutical marketing study in order to enhance LZ competitive position and increase market share for reference.