Strategies Of Multinational Pharmaceutical Companies Marketing

Since the reform and opening up, the multinational pharmaceutical companies began to enter the Chinese market. In recent years, the multinational pharmaceutical companies continue to expand their markets in China, the Chinese market has been an important part of the global market to the multinational pharmaceutical companies. The multinational pharmaceutical companies, has always attached great importance to the problem that how to maintain and expand its market share in the Chinese market by the correct marketing strategy. For China’s pharmaceutical enterprises,it is an very meaningful work that improve and enhance their own level marketing by learning and understanding the marketing strategy of the multinational pharmaceutical companies.The paper systematically studied the marketing strategy of the multinational pharmaceutical companies. Firstly the paper reviewed and analyzed the progress of the current domestic and international marketing research. On this basis, the paper analyzes the pharmaceutical companies marketing theory and related research.The second chapter analyzes the environment faced by the multinational pharmaceutical companies, examines the macro environment of multinational pharmaceutical companies in China, such as population, environment, economic environment, political and legal environment, technological environment; analyzes the industry environment of the multinational pharmaceutical companies, and reviews the development of multinational pharmaceutical companies in China.The third chapter is the research about the marketing strategy of the pharmaceutical companies. On the basis of marketing theory, this part study the marketing strategies of the pharmaceutical companies combined with the specific characteristics of the pharmaceutical industry, including pharmaceutical companies market segmentation, target market selection, specific marketing mix strategies. The fourth chapter is the marketing strategy research of multinational pharmaceutical companies. It is based on the first two chapters. This section research the specific marketing strategies of multinational pharmaceutical companies in China, specifically study the market positioning of the multinational pharmaceutical companies, Based on the difference between prescription and non-prescription drugs, this chapter analyze the two types of drugs marketing strategy.The fifth chapter is about the Roche marketing strategy analysis. After a brief description of The Roche development of history, this section study specifically the Roche pharmaceutical market positioning and marketing strategy; further pointed out that the main problems of Roche in the marketing strategy, then indicate a number of specific policy suggestion.The sixth chapter is the conclusion. In this chapter, we summarized this paper with brief language.