Case Study On Marketing Channel Management Of S Medical Device Company

With the rapid development of China’s economy, the medical device market is gradually expanding. At present, the size of the medical device market in China has become the world’s third. In the next few years, the market is expected to further expand. China’s medical device market has the characteristics of high profits, a huge market share, which attracts many domestic and foreign medical device manufacturers. At present, the core competitiveness of enterprises is not only reflected in the technology, but also reflected in the establishment and management of the marketing channel. The marketing channel has played an important role in today’s business, especially the enterprise is now in a network under the background of competition, and channel management has become the lifeline of enterprises. The development of technology and the increase of customer expectation make the marketing channel adapt to business. S company is a production and sales of medical devices of foreign-funded enterprises, mainly engaged in diagnostic reagents and heparin tube. When S company enters the domestic medical equipment market, rely on the stability of the product but lack of marketing channel management. To establish a scientific and effective marketing channel is the key means to improve sales.The issue of S company marketing channels is mainly on:channel structure; negative channel members; serious channel conflict. The reasons of these problems can be summarized as the following three points:the establishment of channels unreasonable; lack of channel incentives; the lack of channels control. If S company strengthen the channel management, and improve channel efficiency, solve the above problem is the most important task.According to the S company’s internal and external situation, the paper proposed countermeasures to improve the channels using the corresponding theory. On established channels improvement, the paper used transaction cost theory to establish a reasonable system of supervision and reduce costs S company in the transaction process, search costs, non-compliance costs; the paper used relevance efficiency theory to optimization the distribution objectives, selection of channel members, design of channel structure. On channel incentives improvement, the paper used channel incentive theory on the behavior of channel members to generate incentives, in order to maintain long-term stable cooperation. On channel control improvement, the paper used channel control theory to improve the establishment of a reasonable price system, supply control, market supervision, the channel flat and differentiated products and other ways to prevent the occurrence of changing commodity. At last, the paper evaluated the channel through the ability to sell, the payment and the inventory maintain. The payment obvious improves. It is expected to have a significant increase in sales capacity and inventory maintenance.In addition, this paper in the study of S company, but also hope that other medical device companies have a reference, in order to promote the development of China’s medical device industry.