医药营销渠道的构筑与管理

医改之后,对医药营销来说,一个最大的改变就是营销渠道的改变,即医院在医药企业促销活动中的重要程度将减弱,药店取代医院成为药品的重要销售终端。医药营销实际上是和消费者面对面的营销。新形势下,医药企业营销渠道将发生以下变化:首先,营销渠道由纵深型向扁平型转变,即医药企业在选择分销渠道时由选择进货批量大、频率低的大型分销商,向分布零散、进货频繁但数量小的中小型分销商,甚至是零售终端过渡,也就是渠道的重心由高向低转移。其次,医药企业对产品分销流通的渠道定位更准确,市场成熟的大众性普药继续走批发分销渠道。渠道建设成功后还要从不同的方面来进行渠道管理。

The Construction and Management of Pharmaceutical Marketing Channels

After the medical reform,with regard to medicine business and selling changes in channels are the most obvious.So hospitals will play less important role in sale campaign than before.And pharmacies will substitute for hospital,becoming the important sales terminal.In new situation,there will be some changes in business and selling channels of medicine enterprises: First,the channels will develop in width instead of in depth,which means middle-sized and small retail shops will be replaced by large ones;second,the location of retail circulation channels will be more accurate.So the popular common medicine sells whole sale.We will also strengthen the channels management in every direction when the channels are built successfully.