Research On Channel Optimization Strategy Of Data-driven H Pharmaceutical Company

Survival and health are long-lasting topics concerning the vital interests of human beings.Therefore,the pharmaceutical industry is also known as the permanent sunrise industry.In the past five years,the situation of the national pharmaceutical industry has undergone profound changes,and the growth rate of pharmaceutical consumption has continued to decline to below 10%.In the chemical drug market,low-level duplication and homogenization of drugs are serious;the intensification of policies and regulations has made the supervision more stringent.With the national promotion of “4+7” centralized procurement,the pricing power of enterprises has been weakened.The collection of multiple factors such as products and pricing will further cause the situation of industry competition to be inestimable.In the face of the rapid change of the external environment and the weak growth of the existing operation mode,the scarcity and strategic significance of channel resources have become increasingly prominent.Channel optimization has become a very important research focus of pharmaceutical marketing.The focus of this study is to put forward the core idea of data-driven,through the whole set of channel optimization scheme.The full-text drawing service profit chain theory is an important framework for strategy optimization,The full text absorbs the service profit chain theory as an important framework of strategy optimization,innovatively extends the radius of channel optimization to the interior of the enterprise and emphasizes its importance.Deeply read the connotation of the transaction cost theory,paying attention to the high information asymmetry cost of the enterprise in the transaction.This paper is enlightened to guide the design of channel optimization matrix based on efficiency and cost reduction,intra-organizational and inter-organizational channel optimization.The four optimization parts are formed to build the data platform,optimize the organizational structure,design the customer classification and form the strategic alliance.Gradually stimulate the effectiveness of the channel.Based on the current marketing situation of H pharmaceutical company,Detailed analysis of the pharmaceutical industry's external environment using PEST and Five Force models.Combined with the four major internal financial capacity indicators,operation status and customer status to clarify the internal environment of the enterprise,focus on the core issues of channel management,multi-dimensional reflect the urgency and necessity of the current channel reform.First,the enterprise marketing data platform is built based on the business intelligence system,and the pain points of channel inefficiency in the transformation of business model are effectively solved.Second,it adopts the way of "integration" in the conflict management TKI model to alleviate the current situation of intra-organizational conflict and reduce the conflict cost.Third,based on the RFM model in the classic customer value theory,the classification and strategy of channel customers are targeted.Fourth,under the guidance of the principle of strategic alliance partner 3C,the company will formulate an indicator system for channel partners with the company itself,and lay the foundation for upgrading the partnership of “winwin symbiosis”.Finally,the paper puts forward the guarantee system of "strategic guidance,organization,talent and culture coordination" to promote the implementation of the strategy.In addition,through the horizontal comparison of the customer classification practice of peer enterprises,in order to verify the feasibility and value of this strategy.Through the guidance and implementation of the digital drive strategy in H enterprises,this paper hopes to provide reference for peer enterprises and jointly promote the development of digital channels.