Harbin Pharmaceutical Group' Smarketing Strategy In The National Essential Drug System Optimization Analysis

In recent years, our country has been committed to health care reform, aimed at resolving outstanding problems that exist in health care. In connection with the "high expenses in medication" problem, many experts are pointing at our country's abuse of "medical care service supported by dealing with drug". Therefore, the Seventeenth National Congress of the Communist Party of China made it clear that "to develop the medicine supply system to provide both urban and rural residents, and set up a national system for basic pharmaceuticals to ensure their supply. Since then, the state has adopted a series of effective major initiatives, especially in2009, the State Council issued "for the implementation of the establishment of a national system for basic pharmaceuticals", that marked the national basic pharmaceuticals system is in initial establishment. As the national basic pharmaceuticals system has just set up in2009, Harbin Pharmaceutical Group (HPGC) still use the past marketing ideas, and no corresponding changes with its marketing strategies and marketing system. Obviously, it is very negative in the current highly competitive pharmaceutical industry. In this context, the research about the HPGC's marketing strategy optimization of this paper would have great significance.This paper is divided into six parts. The first chapter is the introduction, mainly analyzed the research background, purpose and significance, and summarized the full content and some innovations. The second part mainly put forward some basic theories, including the concept definition, research review and theoretical analysis. The third chapter analyzed the impact of national basic pharmaceuticals system for the pharmaceutical enterprises in China, and predicted the development trend of that system; Meantime, This chapter also proposed the specific conditions of the impact. Chapter four mainly analyzed the present marketing situation and characteristics of HPGC, and brought forward the specific marketing characteristics. The fifth part analyzed the problems of HPGC marketing, including the product innovation, channel control, pricing strategy, R&D, advertising content, brand management and other areas. The last chapter is mainly about the marketing strategy optimization of HPGC, and firstly proposed the basic principles of optimization, then put forward the general ideas and specific marketing objectives, and also proposed some specific optimization devices.The innovation of this paper is:connected the newly established national basic pharmaceuticals system with the specific pharmaceutical enterprises to analyze; put forward some own creative ideas on the impact, marketing strategy optimization and others from the national Basic pharmaceuticals system to the pharmaceutical enterprises. However, the inadequacy of this paper is that the understanding of the HPGC is not deep enough, and some analysis of specific operational problems is not comprehensive enough.