Study On Improvement Of Marketing Channel Management Of HY Pharmaceutical Group

With the improvement of the social security system and the promotion of the "13th Five-Year Plan" health system reform policy,great changes have taken place in the market structure of the pharmaceutical industry.The current pharmaceutical marketing channels have been unable to adapt to the needs of the development of the pharmaceutical industry,while the pharmaceutical marketing channel is an important link between pharmaceutical enterprises and terminal consumers.Whether the pharmaceutical channel can adapt to the complex and diversified competitive environment and adjust timely according to the market environment will affect the success or failure of the enterprise.For a long time,most pharmaceutical enterprises neglect the management of marketing channels.They do not realize the importance of marketing channels for the development of enterprises.How to improve the current pharmaceutical marketing channels,optimize organizational structure,reduce sales cost and improve channel efficiency to create greater economic and social benefits for enterprises.Through the introduction of domestic and foreign marketing channel theory and research progress,this paper analyzes the change trend of pharmaceutical marketing channel under the current industry policy,and points out the problems and challenges in the current pharmaceutical marketing channel in China.Taking HY pharmaceutical group,where I work,as an example,I conducted an in-depth study on its pharmaceutical marketing channels management.Put forward suggestions for optimization and improvement in the current organizational structure,management level,channel membership and the third terminal construction of the marketing channel of HY pharmaceutical group.To evaluate the improved marketing channels that can better adapt to the changes of national policies and markets.It is proved that the improved marketing channels can better meet the development goals of enterprises,and can provide long-term impetus for the development of enterprises,and can provide reference for the improvement of other domestic enterprises' marketing channels.