基于控制营销理念的药品流通渠道构建策略

在强调以"终端为王"的药品流通市场,众多生产厂家越来越重视药品流通渠道的管理,这既是控制流通成本、降低终端药品价格的需要,也是扩大市场、提高产品竞争力的需要。全文首先介绍了药品流通渠道及"控制营销"的概念,然后分析了药品流通渠道的现状及问题,最后从战略、管理、技术三个方面阐述了药品流通渠道构建策略。

The Strategy of Building Drug Distribution Channel based on the Marketing Control

The pharmaceutical distribution market emphasized the "terminal",so more and more manufacturers pay attention to the management of circulation channel,which is the need of controlling the Circulation Cost,reducing the price of drugs,also is the need of expanding the market,improving the competitiveness of products.The paper introduces the concept of drug circulation channel and marketing control,and then analyzes the current situation and problems.Finally,the paper elaborates the strategies to build a drug distribution channels from three aspects: Strategic,management and technology.