The Solution To Online And Offline Conflict Of Pharmaceutical Enterprises

With the development of Electronic Commerce and the popularity of the mobile Internet, major changes in marketing channel environment have occurred in the pharmaceutical enterprises. Therefore based on product characteristics of itself, pharmaceutical enterprise must make adjustments to effectively deal with the opportunities and challenges brought by electric business environment of the existing marketing channels and shape the competitive advantage of the enterprise. For the pharmaceutical enterprises introducing Internet marketing channel, they are bound to be faced with the conflict of online and offline channels. So whether they can manage the conflict effectively will be the key to use of online and offline channels.This paper analyzes the marketing environment characteristics of pharmaceutical enterprises under electric environment in three aspects:the change of the consumer, pharmaceutical enterprise channel power and network dealer under new environment. By comparing the online and offline channels, it shows the advantages of online channel. And based on the in-depth analysis of the business environment of pharmaceutical enterprises, we make the study of the marketing trend. At the same time, through the research of home and abroad channel conflict and channel management, and analysis the reasons of online and offline channel conflict, it will show the general strategy and the specific case to manage the channel conflict. Through the management and effective strategy adjustment, channel conflicts will be reduced, so that they can achieve a win-win situation for the channels and enterprises.According to the actual case of the company business channel conflict, this paper further studies the reason which caused offline and online channel conflicts and the influence on the enterprise itself, especially the impact on the enterprise channels. It deals with the characteristics of channel conflict of Pharmaceutical enterprise under the electronic commerce environment, and the study proposes the management framework of controlling traditional channels and managing online sales channel. The enterprise should think of its own channel and analyze the product’s characteristic to decide whether online sales channel should be introduced. This paper studies management strategies of the online and offline channel conflict, including the general channel coordination and communication, the reshaping of the organizational structure and the concrete marketing strategies such as the same price, differentiated products and letting the online and offline channels bear certain functions. Through the analysis of the above problems and the conclusion, it can help the pharmaceutical companies to respond effectively to the challenges of the electricity business environment the, take the advantages of online channel and cope with the channel conflict and integrate marketing channels.