And use some theories about marketing channel construction and management , containing relationship marketing theory , supply chain theory , channel authority transfer theory , stimulating theory and game theory , analyze the macroscopic and microcosmic change of the whole medicine industry , and find out the opportunities in the market and challenges confronted with . through analyzing the macro and micro environment of the whole medicine industry , studying the development of medicine industry marketing channel - model and the feature of update model , relating with the experience of the same company ' s channel construction , the author study the xiamen meacon co . with realizing its marketing channel actuality , using swot analyse way , analyze its features and problems 本论文采用实证研究法、深度访谈法、定性与定量相结合的方法，运用营销渠道构建及管理的相关理论，包括关系营销理论、供应链理论、激励理论、渠道权力转移理论以及博弈论等理论，通过分析整个医药行业的宏观和微观环境变化，研究医药市场营销渠道模式演变过程和现有模式的特点，并结合相同类型企业渠道建设的经验，针对厦门美康制药公司的营销渠道的现状，分析其特点以及存在的弊端，并根据消费品营销渠道一般模型，提出了其营销渠道框架的重构方案，即美康公司四级营销渠道的构建方案。
2.
According to consumable marketing channel common model , put forward to its marketing channel reconstruction scheme and design mecon ' s four stage marketing cha nnel construction model . in the end of the thesis , concrete practice suggestions are given to meacon company about marketing channel management like the establishment of stable communication system and client estimation system , framing good terminal management tactic , changing price and package system , strengthening salesmen ' s achievement appraisal , stimulating salesmen and dealers efficiently 根据美康公司营销渠道重构方案，对其营销渠道的管理提出建议，包括客户评价体系的建立、稳定的沟通制度的建立、制定良好的终端管理策略、价格和包装体系的调整、加强对销售人员绩效考评、销售人员和经销商的有效激励机制以及冲货管理等。
3.
Inter - sale management etc . by this time study , the author hopes that this can supply constructional scheme for meacon ' s marketing channel reconstruction and management . at the same time , also hope this can be useful for the marketing channel construction and management of other mid and small medicine manufacture companies 通过本文的研究，希望能对美康公司的营销渠道重构和管理提出建设性方案，同时也希望对其它中小制药企业营销渠道的构建和管理具有一定的参考价值。
