Research On Distribution Channel Strategy Of Xiamen Golden Pharmaceutical Company

As the third largest pharmaceutical market in the world,China has a huge space for development.Foreign pharmaceutical giant has the absolute superiority of innovation ability and capital strength,it is gradually expanding its influence in the pharmaceutical market in our country.At the same time,the phenomenon of homogenization of products in Chinese pharmaceutical manufacturing enterprises is rather serious.The competition in the domestic pharmaceutical industry has entered a phase of intense competition.Take Xiamen Golden Pharmaceutical Company as the research object,study the company marketing channels in the Chinese market management strategy.Article describes the company marketing channels,make a full range of analysis to Xiamen Golden Pharmaceutical Company,through the use of some marketing perspective analysis tools,such as PEST analysis,SWOT analysis,Porter five forces model approach.Discover Xiamen Golden Pharmaceutical Company’s marketing channel issues include: marketing channel mode is not perfect,mismanaged channel members,choose to replace the dealer unreasonable,frequent channel conflicts,terminal channel sales growth is slow.By analyzing the above problems can make companies aware of the need for channel changes.Tne company for marketing channels in the above problems,the paper proposed solutions.Specifically included: optimize channel mode,improve direct sales system,rectification channel incentives policy,establish and improve the dealer management mechanism,optimize channel conflicts,promote sales of channel terminals.In changing the channel incentives,you can use the conversion rebate method,rebate standards to adjust to encourage channel members.Xiamen Golden Pharmaceutical Company has many well-known brand drugs,if it can improve the existing marketing channel management approach,to deal with the current discovery of channel problems.The competitiveness of enterprises is greatly improved in order to face good opportunities.For other pharmaceutical companies,improve marketing channel management,but also have reference value.