Research On P Enterprise Dealer Marketing Capability Evaluation

In the fiercely competitive market,the brand positioning between enterprises is becoming more and more similar and product technology is getting closer.With the upgrading of competition,enterprises are more and more aware of the meaning of "terminal winning".Because the product itself is not significantly different,for the new products of each enterprise,diversified channel design can make its products appear in front of consumers earlier,so as to obtain the first opportunity for product sales.As far as enterprises are concerned,how to sell their products smoothly through major channels and establish a good audience base also requires scientific marketing channels and a perfect evaluation system of distributors’ marketing ability.Therefore,this paper is standing in the perspective of pharmaceutical manufacturers,through learning and summarizing the relevant research results,analyzing the existing pharmaceutical manufacturers distributors’ marketing management system,aiming at building a marketing ability evaluation system suitable for the current industry in combination with the characteristics of the pharmaceutical industry.In the specific research process,this paper will take P enterprise as the research object.Firstly,combining the theory and concept of dealer management and the evaluation of dealer marketing ability,this paper explores the relationship between dealer marketing ability and enterprise,which is the theoretical basis of this study.Secondly,it takes P enterprise as the research object.This article elaborates the current situation of P enterprise and analyses the internal and external environment of the enterprise to find out the problems existing in the marketing activities of its distributors.Thirdly,it improves the evaluation scheme of P enterprise’s distributors’ marketing ability in view of many problems existing in the current enterprise,and expounds the design ideas and specific contents of the scheme.Finally,the paper puts forward the safeguard measures in the process of implementing the improvement plan to enhance the feasibility of the improvement.