Research On The Strategy Of Distribution Channel Of SY Group Company

With the rapid development of the national economy and the remarkable improvement of the people's living standard,people's demand for health is increasing constantly,and the pharmaceutical industry of our country has also entered the golden development period.The19 th CPC National Congress explicitly put forward the "implementation of a healthy China Strategy," the pharmaceutical industry policy has been continuously favorable,the industry has gradually become prosperous,and the industrial structure has also been further optimized and adjusted,which also means that the competition among pharmaceutical enterprises is increasing day by day.The process of survival of the fittest has been speeding up.Especially under the background of the policy of "two votes",the pattern of medicine business is going through an unprecedented shuffle and integration.In the face of more and more fierce business competition,score Marketing channel,as one of the core links of pharmaceutical enterprise marketing,can bring lasting competitive advantage to enterprises more than product,price and promotion.The scientific distribution channel strategy is increasingly becoming the strategic resource that determines whether the enterprise can win in the commercial war,and it has been paid more and more attention by many enterprises.Based on the distribution channel strategy and related theories,this paper takes SY Group as the research object,and summarizes and analyzes the current research situation at home and abroad.The macro-environment and micro-environment of the company are analyzed by using PEST and five-force analysis model,and the advantages,disadvantages,opportunities and threats faced by the company are analyzed by using SWOT analysis method.Through the analysis of the current situation of the distribution channel of SY Group Company,it is concluded that as a large state-owned pharmaceutical enterprise,the distribution channel strategy of SY Group Company has certain reference significance,but there is also a distribution channel that can not be subdivided according to the product life cycle.Excessive dependence on middlemen Depends on causes the cost pressure to be big,the channel conflict and so on question and so on from time to time.In order to solve these problems,this paper puts forward the establishment of diversified distribution channels based on product life cycle,the construction of flattened and refined social channel system,and the construction of self-marketing and innovation-oriented self-owned channel system.Pay attention to the relationship management in the distribution channel and other countermeasures,in order to provide a reference for SY Group to use a more scientificdistribution channel strategy to win the market competitiveness.For other large and medium-sized pharmaceutical enterprises in the distribution channel strategy formulation and implementation of reference.