Health Care Reform Under The New Joint Venture Pharmaceutical Companies H&P Channels Of Company Management Research

With the implementation of health-care reform, the pattern of the pharmaceutical industry is also in constant change. In recent years, with the implementation of hospital pharmacy trusteeship mode, hospital pharmacy logistics extension project and drug bid procurement exchange model, significant changes caused by channel terminal, which becomes the main content of the channels to adjust of the distribution patterns for a pharmaceutical company. On the issue, most of the domestic scholars focused on the business model, feasibility of the transformation etc.At present, development of pharmaceutical industry in our country is more mature, whether it is a marketing strategy, or channel management, it also has its experience and feasible method. With the new medical reform issued, medical marketing industry has the market adjustment, it will shuffle, select the superior and eliminate the inferior, adjust and perfect channel management, and make marketing idea transformation, so as to promote medicine into the new era of marketing. In recent years, the pharmacy trusteeship as a new terminal management mode, is an explorative attempt for separation of hospitals and medicine, this model develops fast and which has been adopted in several cities like Nanjing Wuhan, Guangzhou and other domestic cities. Through understanding and analysis of the pharmacy trusteeship, to study the changes to this channel, so as to find opportunity and challenge brought to joint ventures, put forward the coping strategies, and help joint venture pharmaceutical companies to realize their environment, to adjust their own marketing strategy, to adapt to the corresponding policy.At the same time, in order to meet the requirements of the new reform, improve the system of medical bidding procurement, also to strengthen the management of pharmaceutical enterprises, in quest to establish a new medical reform drug production supply guarantee system, to carry out the public bidding procurement of drugs, to reduce the intermediate links, to safeguard the basic rights and interests of the people, is a basic national policy of drug bidding. In such a serious situation, joint venture pharmaceutical companies must focus more on production, improvement of the quality of drugs, enhancement the comprehensive production capacity, under the new innovative channel management mode, to better serve the patients’ medical needs. Thus, because of the country’s health care reform of the pharmaceutical industry, the circulation of each link also in different levels of integration and change, which make the pharmaceutical companies also facing more and more challenges and opportunities. Therefore, we need research and analysis on the channel integration caused by drug bidding mode under national health care reform, so as to provide the feasibility of innovation and development in marketing management.In this paper, we study mainly through the comparison analysis method, comparing the procurement channels difference between the original hospital drug procurement channels and after pharmacy trusteeship Logistics extension, to summarize the difference on management mode and how to carry out new channels. Meanwhile, by using analytic Induction, to analyze the present situation and problems of Chinese pharmaceutical enterprises under the policy of centralized bidding procurement, find out the management strategy. Through a large number of theoretical elaboration and analysis, and finally this paper choose H&P company as example, to study the enterprise marketing management under the influence of the changes in circulation channels.