Precise Positioning Of Innovative R&D And Brand Marketing For Chinese Pharmaceutical Companies

The pharmaceutical industry is an important sector to support the development of medical and healthcare services.Thehealthy and sustainable development of the pharmaceutical industry is important for the welfare of the entire society.Although after years of rapid development China’s pharmaceutical industry has made considerable progress,it still facesproblems such as the market is not standardized,there exists irrational industry structure,independent innovation and R&D are still notas developed as needed,etc.Based on the changes of policies and regulations in recent years,this paper expounds the choice of transformation and upgrading of pharmaceutical enterprises,and examines how to better conduct R&D innovation.At the same time,this articlespecifically expounds the problems of domestic pharmaceutical marketing and examines the strategy of pharmaceutical marketing.Based on the development of a well-known pharmaceutical enterprise---SHIHUIDA PHARMACEUTICAL,the thesis conducts an in depth analysis of the company’s positioning of innovative R&D and branding strategy,its development of channel strategies,and successful branding management practices,and summarizes the successful marketing strategies for the company.The research finds that: successful brand marketing strategy for Chinese pharmaceutical companies like SHIHUIDA can be summarized as(1)make appropriate brand positioning strategy based on carefully designed development planning;(2)establish and manage own brand to improvebrand value;and(3)actively promote brand image to improve company’s competitiveness.