Research On Channel Conflict Management Of ZSM Pharmaceutical Company

The pharmaceutical industry has been widely concerned because of its vital interests to the public.The rapid development of Internet has promoted the popularization of e-commerce mode and gradually changed the traditional way of selling medicine.In this context,the major pharmaceutical manufacturers also adapt to the trend of the development of the times,the initiative to introduce e-commerce marketing channels,thus changing the original retail,chain and other relatively single traditional sales model.At the same time,due to the introduction of the new online channels based on e-commerce platform,it is unavoidable to cause various contradictions and conflicts between the traditional channel and the traditional channel,so it can not manage the marketing channel system well,coordinate the conflict conflict,and directly affect the overall benefit of the pharmaceutical enterprises.This paper is explore the way to solve the channel conflict in ZSM pharmaceutical industry.This paper first expounds the concepts related to the thesis,including the definition of the concept of channel conflict,the process model of channel conflict,the analysis of the types and causes of channel conflict in the e-business environment,the general solution strategy of channel conflict,and the 2 categories of the relationship coordination strategy and the integrated optimization strategy.On this basis,this paper analyzes the current situation of channel conflict in ZSM pharmaceutical enterprises under e-commerce environment.A general analysis of the channel of ZSM pharmaceutical enterprises under e-commerce environment is given.The background of ZSM pharmaceutical enterprises,the change of channel structure and the change of membership relations are introduced.This paper analyzes the specific performance of ZSM pharmaceutical enterprise channel conflict in e-commerce environment,excavates the structural problems of channel conflict in ZSM pharmaceutical enterprises,and analyzes the internal mechanism of marketing channel conflict,including the difference of target,field overlap and understanding.This paper expounds the impact of channel conflict in pharmaceutical enterprises,including the positive and negative effects of channel conflict.Finally,to explore the solution strategy of ZSM pharmaceutical enterprise channel conflict under the e-commerce environment,and build the overall plan for the solution of the channel conflict in ZSM pharmaceutical enterprises,that is to replan the online and offline channel products,implement the scientific pricing strategy under the line,improve the level of the distribution management of the line under the line,and realize the line and line under the line.Sell difference and dissimilation.Then it analyzes the specific measures to solve the channel conflict in ZSM pharmaceutical enterprises,namely,building a framework,integrating the network sales system,optimizing channels,reasonable management and control under the line and the integrated sales under the line and line,and building a new fashion of all channel marketing of O2 O.Through the research of this paper,I hope it can play a certain reference role for further mining online channel potential and helping to eliminate channel conflict.