Ns Generic Prescription Drug Marketing Strategy And Strategy

Nowadays, with the accelerating development of domestic medicine market, the environment for medicine industry has continuously been better under the condition which economy rapidly develops, and China is going to be the second largest medicine market of the world. On the one hand, as the improving of live level and accelerating aging, the demand for health care has increased continuously; on the other hand, the hospitalization costs and pharmaceuticals price are very high. So the contradictions between people's demand and industry's profit haven't been solved properly.In March of 2009, to solve the problem of Poor Access and High Fee, the government set a new policy about healthcare reform in order to improve the basic medical care for urban and rural residents. And in future years, the government will put 850 billion RMB to improve the basic medical care. Due to simple approval process, low R&D cost and price under original drugs, the Generic Prescription Drugs have become the most important market growth point for the medicine enterprises under the new healthcare reform and market situation, and they have provided power for continuous development of domestic medicine market. Foreign medicine companies must accelerate the market development and channel construction of Generic Prescription Drugs as a result of trend of the development of medical market, policy guidance, and social life level. However, they are facing kinds of difficulties and challenges because of change of the market, policy adjustment, competition with competitors, and low development of Generic Prescription Drugs market.In this situation, this paper took a foreign medicine companies——NS company as an example, combined with the marketing tools and theories to discuss the marketing strategy and marketing policies for Generic Prescription Drugs at present.We used the method of SWOT to analyze internal and external environment condition of NS company combining with the current and trend analysis. Then, we adopted the STP method to analyze the Segment, Target and Position to provide the marketing strategy for NS Company in the forth chapter. Combined with the analysis in the third chapter, we brought forward some practical and suitable marketing policies for NS Company from the aspect of brand, marketing, channels, and sale teams.