A Study on the Marketing Channel Mode Innovation of Traditional Chinese Medicine Enterprises

With literature study and case analysis, this paper provides an in-depth analysis of existing main marketing channel modes of some typical traditional Chinese medicine enterprises of China, such as Kanion pharmaceutical, Shineway pharmaceutical, Dong'e E-Jiao, Tong Ren Tang. It argues that there are some common problems in these enterprises, for example, unreasonable channel structure, serious unauthorized distribution, low channel management level, the ineffective management of terminal market and so on. Based on the analysis of problems, some countermeasures for improving the marketing channel modes are put forward. Future research direction and implications for managing marketing channel are subsequently discussed.