Who are the suppliers, distributors and customers in the supply chain of pharmaceutical industry?

On marketing management under supply chain integration Abstract: This paper analyzes the influence of supply chain integration on marketing management from the content of marketing management under supply chain integration, that is, in marketing management, through the coordination and interaction of supply chain integration, the optimal allocation of resources and the application of advanced technology, customer costs are reduced, customer value is improved and added value is created. Keywords: integrated marketing of enterprise supply chain management In the traditional market competition law, Darwin's concept of "survival of the fittest" almost plays a more important role in the operation of enterprises. Retailers and retailers compete for market dominance, so do wholesalers and manufacturers. Even retailers, wholesalers, manufacturers and other upstream and downstream links regard each other as rivals, constantly bargaining and threatening each other, and exist in a "cost-sharing" relationship. In the new millennium, although enterprises are still based on the market, the dominant competition is value, flexibility, speed and efficiency, and these factors are becoming more and more important due to the influence of consumer demand. They need to strengthen their competitive strength through supply chain alliance, rather than competition among individual enterprises. In essence, because the confrontation is carried out on the basis of supply chain and supply chain, the competitive advantage will be obtained by the whole supply chain. Therefore, it is an unavoidable fact for every enterprise to realize the integration of supply chain and rebuild the new marketing management system of supply chain integration. The early viewpoint of supply chain and its problems is that supply chain is an internal process of manufacturing enterprises, which refers to the process of transferring purchased raw materials and received parts to users of manufacturing enterprises through production conversion and sales. The traditional concept of supply chain is limited to the internal operation of enterprises and pays attention to their own interests. Later, the concept of supply chain focused on the relationship with other enterprises and the external environment of the supply chain, and tended to define it as the transformation process of transforming raw materials into products for end users through the processes of manufacturing, assembly, distribution and retail of different enterprises in the chain. It is an integrated supply chain formed by coordinating and integrating logistics, information flow and capital flow within customers, retailers, distributors, manufacturers and suppliers and in the whole supply network. Integrated supply chain management is characterized by the integration of network flow, department, organization, process and geographical distribution, and emphasizes the management of organizational contact surface, that is, the management of coordination, cooperation and operation between organizations. According to the characteristics of supply chain integration, the premise of supply chain management is that all members participating in supply chain organizations must change from the traditional business philosophy of seeking short-term and enterprise-level performance to the existence of supply chain organizations, so that the whole supply chain can obtain the concept of lasting, stable and high income. Companies should no longer be the main body of competition, and the competition between physical supply chains will expand the connotation of competition to the field of competition and cooperation. As the supply chain is a functional network structure mode in which core enterprises connect suppliers, manufacturers, distributors, retailers and end users into a whole through the integrated control of information flow, logistics and capital flow, three important issues need to be paid attention to in the process of realizing supply chain integration, namely information integration, coordination and organizational connection. First of all, the supply chain is cross-industry and cross-department, involving all activities of supplying a product to the final consumer. Therefore, supply chain management needs a seamless information flow driven by market consumers, that is, it requires rapid transmission from retailers to upstream, and requires node enterprises in the chain to enjoy demand information, inventory situation, capacity plan, production schedule, promotion plan, demand forecast and delivery schedule. Supply chain partners must work together to make the production and use of products roughly synchronous; Secondly, in the era of supply chain competition, the reliability of supply chain depends on the weakest link in the chain, which is like the "Kannikin Law" we often say. The quantity of barrel water is determined by the shortest barrel, so the enterprises involved in the supply chain should pay more attention to the cooperation between enterprises, so that the functions of procurement, production, distribution and sales shared by enterprises can develop harmoniously; Thirdly, organizations in the supply chain must have close organizational relations, and supply chain partners need to determine and maintain their communication channels, and should work together for a goal, otherwise supply chain integration cannot be completed.