Research On Marketing Channel Management Of Mindray BC Analyzer Of F Company In Liny

This article,through the introduction to industry background of in vitro diagnostic instruments and in vitro diagnostic reagents,enterprise background of Company F,enterprise background of Mindray,sales situation of Mindray BC analyzer in Linyi market,defines the marketing channel and distribution channel,and points out the necessity to improve marketing channel management of Company F.Through the analysis on the score of Company F in marketing channel management indicator of Mindray and the questionnaires answered by Mindray BC analyzer dealers of Company F,this article finds out that the main issues of low task completion rate of Mindray BC analyzer dealers are in four aspects including marketing channel selection,training,motivation and evaluation.Through the analysis on the macro and micro environment of Company F and the application of SWOT matrix,the article clarifies that Company F should,in terms of marketing channel selection,employ WO strategy in Linyi market of Mindray BC analyzer,improve management system,set up a special marketing channel department for overall management,specify the selection criteria of channel members,tighten admission system & quit mechanism,add a complete closed-loop review process,put forward the channel construction and improve related regulations of sales staff assessment system for related improvement.In terms of marketing channel training,Company F should enrich training content through various training methods and assist dealers in the needs of customers at first tier for training improvement.In terms of marketing channel incentives,Company F should formulate a real-time discount incentive system aimed at instrument sales policy and reagent sales policy of Mindray BC analyzer,provide accounting period support for channel members according to current situation of different end customers,focus on the development of strategic alliance partner channel members,add product marketing rewards related to epidemic situation,take rewards and punishment measures and deal with fleeing goods severely for related improvement.In terms of marketing channel evaluation,Company F should formulate a evaluation scheme to specify the division of responsibilities,evaluation scope,evaluation content,evaluation points,evaluation cycle of each department,and supervise the implementation of evaluation for related improvement.What expected is,through theses measures,to enhance the cohesion between Company F and channel members,show advantages and strength of Company F,and further heighten the loyalty of channel members to Company F and their overall performance level,drive the sales performance of Company F’s Mindray BC Analyzer in Linyi market and achieve the purpose of better completion of the annual agent task and the renewal of agent authorization.