Study On Optimizing Marketing Channel Strategy Of NCPC Prescription Drug Produtcs

The pharmaceutical industry is characterized by a high degree of integration of technology-intensive and capital-intensive,and is known as the"rising sun industry that never declines."As it is related to national health,social stability and economic development,the pharmaceutical industry has become a strategic industry that the country has focused on and vigorously developed.At present,China has entered the stage of comprehensively deepening reform.Under the market economy,the reform of the medical and health system has also entered deep water areas.^[1]In 2009,China promulgated the"Opinions of the CPC Central Committee and the State Council on Deepening the Reform of the Medical and Health System",which was called"New Medical Reform"by the industry.This landmark event has triggered a series of dramatic changes in the pharmaceutical industry.Due to the asymmetry of drug information between patients and doctors,the use of prescription drugs is determined by doctors for a long time,and patients are in a vulnerable position,which breeds a bad phenomenon of"medicated doctors".^[2]Under the background of"new medical reform",drug manufacturers should pay enough attention to the new situation in the consumer market of prescription drugs,and adjust marketing channel strategies in time to adapt to changes in the market.Under the guidance of the"healthy China 2030"strategy,the combination of the increasing disposable income of residents,the deepening of the aging society,and the continuous improvement of the health consciousness of the whole people,the Chinese pharmaceutical consumption market will inevitably maintain its growth trend for a long period of time.The pharmaceutical marketing channel plays the role of a bridge between the pharmaceutical production enterprises and the drug consumption market.Whether it can formulate rational science and effective marketing channel strategy determines the success or failure of pharmaceutical production enterprises'marketing and ultimately determines the development prospects of enterprises.To develop a scientific and efficient marketing channel and be able to use it quickly,we can form the advantage that competitors can not imitate in the short term.This is the magic weapon for enterprises to survive and develop in fierce market competition.^[3]In order to build the core competitiveness of the enterprise,it is necessary to continuously optimize the marketing channels in order to maintain a stable market share in fierce competition.^[4]Taking North China pharmaceuticals,which already has a considerable scale in China,as an example,this paper studies the marketing status of the prescription drug products of North China pharmaceuticals by applying marketing theory and combining with the new medical reform.In order to obtain first-hand information,interviews are conducted with middle and senior managers and line salesmen.Using PEST and Porter's five-force model,it portrays the external marketing environment of the company,uses SWOT method to conduct in-depth analysis of the advantages,disadvantages,opportunities,and threats of North China Pharmaceutical Marketing Channel,and determines a growth strategy that uses advantages and opportunities.On the basis of the previous research,through consulting experts and combining the characteristics of the industry,we follow the principles of comprehensiveness,science,and practicability,and select the channel financial status,channel operation status,and channel relationship status.Channel development status of four primary indicators and related secondary indicators set up prescription drug marketing channel evaluation index system,using analytic hierarchy process and fuzzy comprehensive evaluation method for comprehensive evaluation,the results show that the marketing channel rating is"general."The performance of the four first-level indicators is differentiated,among which the channel development status,channel relationship status and channel financial status indicators are relatively good,while the channel operation status score is relatively low,especially the second-tier indicator"return rate"score is the lowest.Aiming at the existing problems in marketing channel management,this paper puts forward some countermeasures and suggestions for the improvement and management of marketing channel,and makes six marketing channel optimization strategies.They are to establish a scientific distributor selection mechanism,establish a dynamic dealer management system,formulate a perfect dealer reward and punishment system,seek a distribution outside the hospital market,vigorously expand overseas markets and explore Internet sales channels,and put forward three measures to optimize marketing channels.Including enterprise managers should have a spirit of reform,improve the professional quality of marketing personnel and create a clear and outstanding corporate culture.This article aims to help North China Pharmaceutical to achieve the goal of improving economic efficiency and building core competitiveness.It also tries to provide reference for other enterprises in the pharmaceutical industry to improve the level of marketing channel management.