Research On Marketing Channel Optimization Of TP Pharmaceutical Trading Company

As a bridge connecting business and market,marketing channel is particularly important in the increasingly important marketing position.Since the concept of marketing strategy was first put forward by McKinsey Co in 1960 s,marketing channel has always been the research hotspot.With the increasing demand for health care in the current society,the medical equipment industry is facing a huge market development space.How to improve the marketing channel construction,improve the product and service bearing function of the channel has become an important means to seize the development opportunities for the medical equipment trade enterprises.TP pharmaceutical trading company,as a well-known medical equipment enterprise in Zhuzhou,is building the core competitiveness of the company by improving the marketing channel construction under the current opportunities and challenges and competition situation.As a medical equipment marketing enterprise with Hunan as the main target market,TP company has built a sales service network covering the whole province,but there are still some problems in the construction of marketing channels.These problems have formed a clear restriction on the further development of the company's marketing work.Based on this,this study studies the marketing channel of TP company,finds out various problems,and does not solve the problem,providing specific solutions.First,the research background is expounded,and the purpose and significance of the study are explained,and the research results on marketing channels at home and abroad are combed,and the ideas and main methods which will be adopted are explained.Secondly,this paper makes an in-depth analysis on the current situation and existing problems of marketing channels of TP company,points out the main problems that exist,and shows the necessity of the company to improve the marketing channel.Thirdly,it analyzes the macro environment and industry competition situation faced by TP company,and makes a SWOT analysis of its marketing in Hunan market.Finally,aiming at the problems existing in the channel construction of the company,we have optimized the design under the guidance of the relevant theories of marketing channel.With the increasing competition in the medical device industry,enterprises' attention to channels is also increasing.The research through the marketing channel of TP company,in order to help the company to achieve the perfect marketing channel management,to create the core competitiveness of the company marketing channel,but also for other enterprises to improve the marketing channels to provide case reference.