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我国医药行业正处在一个快速发展的过程中。随着医疗体制的变化,医药企业间竞争激烈,分销渠道建设成为提高医药企业竞争力的重要手段。面对如此的变化,我国的医药企业只能加快自身改革的步伐,对营销渠道进行有效的管理才能突出重围。本文分析了我国医药企业营销渠道的现状问题及影响因素,在此基础上提出了一些改进渠道管理的建议与思路。
China’s pharmaceutical industry is in a process of rapid development. With the change of medical system, intense competition among pharmaceutical enterprises and the establishment of distribution channels have become important means to enhance the competitiveness of pharmaceutical enterprises. Faced with such a change, China’s pharmaceutical companies can only speed up the pace of their own reforms, marketing channels for effective management can highlight the encirclement. This paper analyzes the status quo and influencing factors of marketing channels in Chinese pharmaceutical companies, and puts forward some suggestions and ideas for improving channel management.