A Study on the Improvement for Probrems in Distribution Structure of Medicinal Goods

By Jae-Suck, An(Major in Marketing Management Graduate School of Business Administration Dong-A Univercity)

Because medicinal goods has the vitally important role in human lives and physical conditions, its distribution institution should be accepted by the specialist experted in pharmaceuticals. And the medicinal goods must be controlled in its production, distribution, and its prescription for consumer owing to its vital importance to lives. Therefore the rationalization of the distribution structure is more necessary than any other products.

But, in reality, many firms produce similar medicinal goods of same kind.

Thus they come to manage their firms disorderly and the distribution structure is complicated.

Reviewing above mentioned, the purpose of this study is to research goods and propose the improvement for those distributions.

The problems in the distribution structure are researched as follows.

1) the complication of distribution channel

2) the small scale of distribution institution

3) the undivided function of distribution institution

Considering above problems in distribution structure, the improvement for those can be proposed as follows.

First, the improvement for distribution channel are as follows

1) arranging and shortening the distribution channel

2) intensifying the distributing function of wholesalers and retailers

Second, the improvement of legal and institution for distribution efficiency.

3) establishing the retail pricing institution.

4) Establishing the system for setting fair price at retailers.

5) Dividing into medical and medicament.