Research On Offline Channel Optimization Of X Medical Device Company In Hubei Market

Before now three to five years,the state has published a large number of policies and constitutions on drugs and medical devices.It is mainly reflected in the national centralized purchase of drugs and devices,the policy of "two-ticket system" for drug circulation,the chain rate of retail pharmacies increasing year by year,and the normalization of the COVID-19 epidemic.The marketing environment of pharmaceutical manufacturers,distributors and terminal pharmacies is changing rapidly.This paper takes the offline channels of X Medical Device Company in Hubei market as the research object.By searching relevant literature,relevant theories and definitions are clarified and combined with the medical device industry.Pest theory is used to analyze the macro-environment of Hubei market and uses Porter’s model to resolve the competitive environment of Hubei market.Through the interview and summary of employees of X Medical device Company and members of offline channels in Hubei market,it is decided to analyze the structure,behavior,relationship,reward and punishment mechanism and price system of offline channels in Hubei market of X Medical Device Company,extract problems and causes and propose optimization methods,and push the sale,accelerate innovation,guarantee both quality and quantity to ensure the success of optimization suggestions.Based on the analysis of X Medical Device Company’s offline channels in Hubei market,this paper proposes that flattening and diversifying the structure and broadening the channels can effectively reduce the cost of channels.Centralize and adjust channel behavior,crack down on "channeling" and avoid conflicts,so as to satisfy consumer preferences and alleviate channel conflicts.In the channel relationship,fairness should be guaranteed,training should be strengthened,so as to improve the channel efficiency and coordinate the channel relationship.To optimize the reward and punishment mechanism,we should pay attention to the spiritual reward and make detailed and perfect contracts.Finally,in the suggestions of price system optimization,the price system should be set from two dimensions: terminal chain drugstore and single drugstore.Through the above methods,the business volume of offline channels in Hubei market of X Medical Device Company can be improved.In addition,this paper can also give some reference value to other medical device enterprises.