Study Of New Product Development Strategy In Pharmaceutical Enterprises In China

With the rapid development of science and technology, with the fierce competition in the modern world, especially with the application of new technologies such as computer, automation and modem communication etc., it's very important for pharmaceutical manufacturers to develop new drugs and carry out efficient management. The future of the medical market belongs to those pharmaceutical manufacturers who can succeed in carrying on new product development, while those manufacturers who can't will be eliminated through the competition. Yet how to improve the efficiency and the success rate of new products is always the central topic in the pharmacy industry. This paper mainly focuses on the strategy of new product development in the perspective of pharmaceutical manufacturers. In the first place, I list some concepts and basic theories related to pharmaceutical product development. And then the paper provides some countermeasures and suggestions in the light of the problems faced by domestic manufacturers in the hope of helping pharmacy enterprises get rid of difficult position.In the first part, the paper puts forward some basic concepts and theories related to pharmaceutical product development through analyzing the procedure of new drug development.In the second part, the paper points out that it's very important for domestic pharmaceutical manufacturers to develop new products since drug development is very meaningful for our society. By further analyzing the situation confronted by domestic pharmaceutical companies, we find that some domestic pharmaceutical companies encounter some serious problems in the course of developing new product and find out the root of these problems.In the third part, the paper illustrates the strategic model and five strategies of new product development which are commonly used by domestic pharmaceutical manufactures: development strategy of the brand-new products, strategy of whole function, strategy of technological conditions, strategy of market conditions, strategy of life circle. Last, the paper puts forward some constructive suggestions for domestic pharmaceutical manufactures in the hope that they can get rid of difficult position as soon as possible.