Z Pharmaceutical Company Optimization Strategy Research Of Marketing Channel

Drug circulation industry is an important part of national medical and health undertakings and health industry,and also an important industry related to people's health and life safety.With the continuous growth of national demand for medical and health care and the continuous progress of medical and health system reform,both of them put forward higher requirements for the transformation and upgrading of the drug circulation industry.In the coming years,policy guidance will work together with market regulation to allocate resources in the drug circulation industry,and encourage small and medium-sized drug circulation enterprises to develop in a professional and characteristic way,and to do precise and specialized work to meet the multi-level market demand.This is a major subject with both challenges and opportunities for small and medium-sized drug distribution enterprises.This paper takes Z pharmaceutical company as the research object,adheres to the combination of theory and practice,and studies the marketing channel optimization strategy of Z pharmaceutical company under the current market background.Starting from the analysis of the current situation of marketing channels of Z pharmaceutical company,it was found that Z pharmaceutical company's problems in marketing channels include: channel radiating force is insufficient,gap is apparent;Channel redundant,efficiency is not high;Channel function is not obvious,the control force is weak;Channel operation cost is too high,risk is big.Through the use of some marketing tools,such as PEST analysis method,porter's five forces model method,SWOT analysis method,etc,make a comprehensive analysis of Z pharmaceutical company's internal and external environment as well as macro and micro aspects.The causes of the above problems are analyzed from three aspects of the industry disadvantages,the company's internal and channel causes.Facing the above problems that Z Pharmaceutical Company has on the marketing channel,this paper proposes channel optimization strategies from the following perspectives: channel function specialization,adapt to the deep distribution of drugs;channel backward integration,enhance the control of the channel terminal;build channel alliance,realize channel long-term standard control.At the same time,the optimization of channel strategy must conform to the current market positioning of Z pharmaceutical company,and adhere to the three necessary principles.In the implementation guarantee of Z pharmaceutical company's marketing channel optimization,it can focus on strengthening human resources protection,financial security,innovation awareness and organizational guarantee.As a small and medium-sized pharmaceutical circulation enterprise,Z pharmaceutical company,if it can solve the existing problems of marketing channels and optimize marketing channels,can improve the competitiveness of enterprises in the fierce market competition and achieve higher economic benefits.For other similar types of pharmaceutical enterprises to improve marketing channel management,also has reference value.