Research On Marketing Channel Optimization Strategy Of ZXY Pharmaceutical

The pharmaceutical industry and the health of the masses are closely related,the country,the government and the people are very heat stroke for pharmaceutical enterprises,and the pharmaceutical industry is also one of the industries closely related to national policies.In recent years,the country has been constantly reforming the medical system,and with the introduction of medical reform policies,the marketing channels of pharmaceutical companies are facing severe challenges.Marketing channels play a bridge role between pharmaceutical companies and consumers,and their importance becomes even more important,and marketing channels are also an important strategic resource in an increasingly competitive market environment.Pharmaceutical companies need to have a clear and sound marketing channel strategy,take advantage of the current market opportunities to continuously optimize and reform,and build market-competitive marketing channels.In recent years,in the complex and changeable market environment,the channel structure of ZXY Pharmaceutical Company is unreasonable,the selection of channel members is unreasonable,and the incentive of channel personnel is insufficient.These problems seriously restrict the development of the company’s marketing strategy.Therefore,how to stand out in the market,Identify issues in your marketing funnel,optimize the existing channel structure of the enterprise,and strengthen the management of channel members are the problems that the company urgently needs to solve now.This paper adopts the case study method,taking ZXY Pharmaceutical Company as the research object,First of all,this study elaborates on the research background,,and puts forward the ideas and main methods to be studied in this paper.Secondly,this paper analyzes the current problems of the company’s marketing channels from the perspectives of channel structure,the principle of channel members,the incentive of channel members,and the demand characteristics of channel members.From the aspects of constructing a reasonable channel structure,scientifically selecting channel members,and enhancing the incentive mechanism of channel members,the idea of channel optimization is given,which provides a practical method for enterprises to solve the problem of channel bottlenecks.Finally,from the aspects of corporate culture guarantee,human resources guarantee,incentive mechanism guarantee and brand management guarantee,ZXY Pharmaceutical Company marketing channel optimization guarantee measures are formulated.This article is helpful for the long-term development of ZXY Pharma through the optimization of marketing channels.At the same time,it also has certain reference value for the theory of drug marketing channels,and has good promotion value for companies with similar problems in the pharmaceutical industry.