Invesitigation About Pharmaceutical Market Marketing

Pharmaceutical industry is the industry which protects the human health, to provide a higher quality of life to the mankind. Throughout the world, medical health is a huge industry with unlimited potential. China has the largest population in the world. With the development of China's economy and the aging population, China's pharmaceutical industry will have a new and rapid development.From another perspective, enterprises have to face some real problems. Lots of medicine foreign companies with the advanced management and marketing experience enter into China, and bring advanced management marketing experience as well as the fierce competition, and at the beginning stage, the appearance of a number of sales and quality problems caused the query by the public to the pharmaceutical industry, especially in local sales practices of some pharmaceutical companies. The strengthen the macroscopic control effort, the restrict to prescription and the performance to the hospitalization insurance policy and so on by the nation in the pharmaceutical industry have brought the new challenges to the pharmaceutical marketing. How to change the concept and how to improve its competitiveness, or to change strategy to adapt to the new environment, which become the problem in front of each pharmaceutical company manager.Under such conditions, the author did some comparison by local pharmaceutical companies and foreign pharmaceutical companies in marketing and marketing management,and analyzed to get the reason.The author pointed that we face the macroscopic control by the nation and the pharmaceutical industry internal change, and the pharmaceutical enterprise must focus on the consumer demand, take the correct regulation and system, exercise the scientific marking strategy and actively encourage the employee improvement and development, and gained the triumph in the fierce competition. In the paper E company is taken as the case. The author thinks the foreign enterprises should perform the detailed explanation regarding to the market change, marketing strategy, brand strategy definition and marketing network optimization Subdivision, and thereby finds the medicine marketing correct concept and development direction which support the local pharmaceutical enterprises without market investigation and without product development as well as without perfect channel management to point out the road. At the current stage and future development, the establishment of real pharmaceutical marketing, and the entering the healthy marketing channel is the only way for China pharmaceutical companies.This paper is the application and research one, focusing on the solution of practical problems in the enterprise, so, the research method of the paper is based on the investigate research, and data collected related resources and data through market research and internal interviews. The paper closely combines the actual situation of this company, collects the first-hand data, gains the necessary perceptual knowledge, and on this basis, the paper searches the relative Chinese and foreign literature, and makes the conclusion after studying the pharmaceutical enterprises'marketing issues in the level of rational knowledge and analysis. This paper uses marketing theory to guide the practice research and highlight the characteristics of the practice research, and strives to better achieve the purpose of the paper.This paper is divided into five parts, the first is to introduce the purpose and significance of the paper; the second part is to review the pharmaceutical marketing theory and strategy; the third part is to analyze China pharmaceutical market marketing environment,and make a foreshadowing to the back pharmaceutical enterprises to conclude the related marketing strategic decision; the fourth part is to do the analysis comparison with the local pharmaceutical enterprises and the foreign pharmaceutical enterprise marketing; the fifth part is do the actual case analysis with E Company; the sixth part is to purpose the author's view regarding to China pharmaceutical enterprises future development's way and direction based on some of the more advanced and related theories and management thoughts.