Research On Distribution Channel Management Strategy Of Health Products From The Perspective Of Supply Chain

Since last century,under the background that people's quality of life is rising year by year,the demand of health products is also rising rapidly.In the classification of international industry standards,health products are one of the fastest increasing trade volume in the world.China's health products industry has grown rapidly in a short period of time and has become an important part of China's economic structure.With the entry of a large number of foreign-funded enterprises,the competition intensified.Operations enterprises are facing great threats.And the competition of health products enterprises is the competition of sales channels,the competition of the share of the terminal market,the competition of consumer recognition.Therefore,the distribution channel interaction of health products has become the top priority of enterprise management and opening up the consumer market.This paper takes A company as the research object,combines the theoretical knowledge of distribution channel with the actual situation of distribution channel of A company,synthesizes the environment of company A,analyzes the behavior and characteristics of the main body in the whole supply chain,and finds that there are some problems in the distribution of health care products in company A,such as the terminal store maintenance of distribution channel is not in place,the supervision and management of distribution channel is not enough,the return rate is high,and the ability of secondary distribution is poor.The performance evaluation system of distribution channel management of company A is constructed by analytic hierarchy process(AHP)and Delphi method.On this basis,the concrete improvement measures and suggestions are put forward from the aspects of internal operation management,procurement management,sales channel management and end consumer satisfaction of distribution channel.In the enterprise operation,many aspects of the management interface directly or indirectly.It affects the entire corporate benefit chain,but many of the same dealers ascompany A face multiple problems,cannot start,cannot find the focus,so that the problem is becoming more and more serious,making the entire supply chain into a vicious cycle.This studying the case of Company A,analyzed the different dimensions of A company's distribution channel,and Analytic Hierarchy Process is used to obtain the weight of each fine link.important reference role,but also to other enterprises in the industry to formulate a certain reference role.