中美医药行业营销渠道比较分析-《武汉职业技术学院学报》

文章信息/Info

Title:: Comparative Analysis of Medicine Marketing Channel in China and United States

Keywords:: pharmaceutical industry; marketing channel; medicine logistics; management of channels

摘要:: 我国医药行业现有的营销渠道中,暴露出许多问题,如效率低下、控制性差,零售终端建设存在明显缺陷,管理水平低下,营销行为不道德等。而美国的医药流通市场高度集中,营销渠道环节短、效率高,渠道成员关系稳定,医药物流业发达。通过比较中美两国的医药企业营销渠道,可发现两者的差距是巨大的。在企业综合竞争力、医药物流、专业化服务和营销渠道管理方面,这种差距尤为突出。为改善和解决这些问题,势必要加强营销渠道的管理和创新。

Abstract:: The paper sets out to address the problem in the present medicine marketing channel in China- low ef— ficiency, loose restriction, defective sales terminator, low level management and immorality of practitioner. In United States, the medicine market is highly centralized; the chains of marketing channel is relatively short, thus, they are more efficient; the partnership is more stable and logistic industry is better developed. After a comparison of the medicine marketing channel in China and United States, the paper suggests that improvement be made on the compre— hensive competitiveness of pharmaceutical companies, the logistic service, professional service and management of mar— keting channel.