Research On Channel Management Optimization Of L Medical Device Company

The medical device industry has long been a highly developed,high-margin industry.In recent years,the expanding market potential has prompted more and more competitors to join the industry,makin g the market competition more intense.Domestic and foreign medical device companies mostly use the channel management model to sell their products to end customers.Therefore,this model has gradually become an important development strategy model for medical device companies.As a large foreign medical device company that entered the Chinese market earlier,L Medical Device Company also adopted this model to help it expand into the Chinese market.However,with the changes in the market environment,how to adapt the channel management model to the latest development trend and how to further adjust and optimize has become an important strategic goal for the next development of L Medical Device Comp any.Taking L medical device company as the research object,this paper analyzes the macro environment and marketing environment of L medical device company through PEST analysis model and SWOT analysis model,ana lyzes the current situation of L medical device company from the perspective of channel management,refers to relevant theories,and sorts out and summarizes the content of interviews and questionnaires,and concludes that the current channel management problems of L medical device company include unreasonable product strategy,lack of price advantage,lack of promotional activities,low supply efficiency,Lack of perfect performance appraisal system and lack of perfect incentive system.In view of the prob lems existing in the channel management of L medical device company,with the help of domestic and foreign research results and theories,a plan for optimizing channel management was formulated for the company,including integrating and improving channel products,adjusting product prices,improvi ng promotion policies,optimizing supply efficiency,and improving the performance appraisal incentive system.In addition,specific implementation plans are formulated and detailed explanations of the safeguards and expected effects required for the above.This paper hopes to solve the channel management problem,reverse the current situation of the company’s revenue decline,and improve the company’s marketing performance through the optimization scheme of six dim ensions of price,product,promotion,logistics,channel incentive and performance evaluation.At the same time,it is also hoped that the research in this paper will also bring certain exploration to the optimization channel management scheme of the medical device industry and provide useful reference and reference value for more medical device enterprises with similar backgrounds.