Research On Marketing Channel Optimization Strategy Of X Product Of G Company In Henan Region

With the increase of population aging speed as well as the advancement of medical system reform in China,the hospital income scale and diagnosis and treatment technology have got great progress.A large number of hospital need update their medical diagnostic equipment continually,making China's medical equipment market appeared a good momentum of growth.The medical equipment manufacturers have a lot of more business opportunities than before.At the same time,the growing market has also give China's own brands to improve their research and development capability.More and more domestic brands are constantly entering and impacting the existing medical equipment market.G company as a world-renowned medical equipment supplier,according to it's X product sales data,authorized dealer direct sales decline,the proportion of the distribution proportion of increasing the secondary distributors,in recent years in Henan region.The importance of marketing channel is more and more highlighted,but the X product still use the market channel of large medical equipment in G company,which is not suitable for fierce market competition.It exposed the deficiencies of G company's X products in marketing channel management and channel planning strategies.This paper will objectively analyzed the channel management strategy problems of G company combined with questionnaire survey and interview records,based on the medical diagnostic equipment market situation of Henan province.Also it will find out the product X in the channel width and channel layout,the main problem of the channel management and channel conflict,Mainly reflected in: channel is too narrow,and the channel structure is unfitted;Unclear channel strategy and insufficient price management;At the same time,the contradiction between channel business leads to limited sales.On this basis,the objective analysis by SPSS software to collect data,identify G company X product facing the reasons behind the problems of the marketing channel have been put forward for the specific cause of G company channel structure,channel behavior and the optimization strategy of channel conflict.It includes the optimization strategy of channel layout and channel width,channel operator management and channel incentive strategy,as well as the strategy of easing the conflicts of interest between channels and establishing the win-win mechanism of channel cooperation,so as to find the appropriate marketing channel strategy for the optimization of marketing channel strategies of X products in Henan.