AMC Corporate Strategy Research Marketing Channels In Northeast China

Hemodialysis treatment, the main therapy for the patients with end-stage renal disease, has been spreading all over the globe swiftly. The increase rate in the developing countries is even as high as 15%. On the one hand, China, a representative of the developing countries, is a large user and demander of hemodialysis; on the other hand, with the continuous improvement of national medical security system and the increase of income, the number of patients with hemodialysis treatment is estimated to be increasing quickly in the long term.In such an industrial background, AMC company, one of the main hemodialysis import brands, set up a factory in Hangzhou, China, in 2003. In the initial period, the dialyzer products produced in the factory were all exported to European, American and Japanese market. Since 2006, its products began to enter Chinese market for sale. Compared with other brands, it entered Chinese markets much later. As a result, although with a high increase rate for its sales, it still inevitably met with many marketing channel problems in the early marketing period. This article is intended to analyze the present condition in Chinese medical apparatus market and hemodialysis industry market, with the aid of working practice, to analyze the practical marketing channel problems in the northeast branch of AMC Company.This article based on the theories of marketing channel to discuss the background, significance of the research and the writing mentality of the article. Considering the examples of the unsound marketing channel of the northeast branch of AMC company, the agents of uneven quality, the high rate for market development, the unit profit space decrease, too many links for sales channels leading to the significant actual cost increase for the agents and more intense market competition despite the profit rate still high increase through the macro view, the SWOT analysis method and the baud five powers model method are adopted to analyze effectively the market competition environment and design the mixed sales channel plan including distribution and direct selling as per with regional development and the measures ensuring the plan implementation.The significance of this article lies in combining the practical problems in the sales channel management with the relating theories, so it is significant practically and theoretically for the improvement of regional sales channel management.