The Study On Marketing Models Of China Resources Sanjiu Medical And Pharmaceutical Prescription Drug In Jilin Province

The pharmaceutical industry involves in citizen health, social stability, economic development and other areas. Since the reform and opening up, China is the one of the fastest growing pharmaceutical markets in the world. In recent years, China has maintained steady and rapid development momentum. With the Further development of national economy, the increasing of people's living standard, the population growth, the aging society, the gradual expansion of the pharmaceutical market in rural areas, and the deepening of the reform of the Basic medical insurance for urban workers, the urban resident basic medical insurance and the new rural cooperative medical insurance, the pharmaceutical industry bear a larger test while facing with huge business opportunities. Under the influence of factors such as national basic medical insurance system reform and the lower drug prices of policy, domestic pharmaceutical companies will increase asset reorganization and also strengthen the core competitiveness. As the environmental changes of pharmaceutical industry and the impact of national policy, pharmaceutical companies are constantly changing marketing model. Now,widely known and used in industry marketing model are agent marketing model and self-marketing model. The existing pharmaceutical companies marketing model behind the development and changes in national policy. On the increasingly competitive pharmaceutical industry, it is the one of the issues to be explored in depth that which marketing model will be taken by the pharmaceutical companies or the sales market for pharmaceutical companies and how to carry out marketing activities.Objectives:In recent years,with the changes of pharmaceutical industry environment and the adjustment of national policy, the marketing model of pharmaceutical enterprise changes constantly. The old marketing model can not meet the needs of their own development. It is the one of the problems solved for domestic pharmaceutical enterprise that how to combine advanced marketing idea and specific situation of the enterprise, and find the marketing model of prescription drug which both adapt to a changing external environment and promote the sustainable development of their own.This study is based on prescription drugs Resources Sanjiu Pharmaceutical Marketing in Jilin Province, focusing on the situation, combined with characteristics of the product itself.The marketing model of China resources sanjiu medical'prescribed drug in Jilin Province is Established which suit to the current health care environment,and lay a foundation of establishment of National marketing model of China resources sanjiu medical'prescribed drug.Methods and analysis:This study selected 14 hospitals as a marketing survey which Sales Shenfu zhusheye in Jilin Province. Through the questionnaire, with the enterprise's internal sales data were statistically analyzed. The method of comparative analysis was used in the enterprise's internal sales data on self-marketing and agent marketing analysis. The method of SWOT analysis was used in the internal enviroment and the external enviroment of Shenfu zhusheye.The marketing of Shenfu zhusheye in Jilin Province is studied. The insufficient in the original marketing model was found. The marketing model of Prescription drug in Jilin Province was proposed.Results:It is showed that in this paper, first,in the results of comparative analysis, self-marketing approach to brand building in favor, more with company personnel management fees and low funds. Agent marketing has high sales and there is sales of high medical coverage and the high rate of patient medication, and the self-marketing just on the contrary. Second, in the results of SWOT analysis, there are insufficient in marketing of Shenfu zhusheye in Jilin province. Sales network was incomplete. There were a considerable gaps, poor sales management, high brand recognition, low product awareness and unreasonable sales teams in the market. Thus Shenfu zhusheye in Jilin province need four strategies, SO strategy, ST strategy, OW comprehensive strategy and the strategic use of WT. Discussion:It is necessary for Shenfu zhusheye in Jilin province to cover the gaps in the market quickly. Self-marketing takes a centralized marketing in Changchun city. Agent marketing will be taken outside Changchun city. It should expand the ranks of doctors prescribing, increase in per capita prescription, improve product awareness and loyalty prescribers, strengthen execution of self-organized teams, promote diversification, estable a network of experts, refresh brand of Shenfu zhusheye and develop the four areas of focus(Emergency/ICU , surgery/ anesthesia, Cardiovascular, blood/tumor), especially in the field of development and utilization of critical care.Conclusions:To suit changes of the external enviroment and its own characteristics, the combination of self-marketing and agent marketing should be used as the marketing model of China resources sanjiu medical'prescribed drug. It should pay attention to long-term planning, especially develop the self-marketing and emphasis on promotion of academic promotions. For the market and customer characteristics of Jilin prescription drugs, the advice about market subdivision and customer subdivision was proposed in JiLin province. At the same time, the advice about professional management to marketing model of prescription drug was also proposed, including specialized marketing team building, effective execution, obstacle-free communication and information management.