Strategy For Mayinglong Pharmaceutical To Enhance Its Competitiveness Under The Background Of Drug Centralized Bidding And Purchasing

Since the reform and openness of our country, the pharmaceutical industry hasmaintained a rapid growth rate, in recent ten years, the average annual growth rate ofabout21%, in the GSP and GMP certification system implementation, the enterprisesmanagement level and technical level of pharmaceutical producing enterprises anddistribution enterprises has been greatly improved. But, over the years, there exist someproblems in the production, circulation, distribution, consumption of the medicinemarket in our country, especially high prices of medicines, leading to the phenomenonwhich the people is not only expensive and difficult to see a doctor is especially serious,aiming at these problems, the relevant departments began to explore and try out to thedrug centralized bidding and purchasing work from2000.With the recent practice and consummating, drug centralized bidding and purchasinghas gradually become a system to be fixed, and the trend has continued to deepen, willhave a very great impact on the pharmaceutical industries of our country, especially thedevelopment of pharmaceutical medicine enterprises. Because according to thecurrently drug centralized bidding and purchasing rules, if the bidding failure, theproducing enterprises will lose the entire market in the bidding provinces, if winning thebidding will capture the market opportunities for the drug production enterprise, sowhether win the bid in purchasing drug, will decide the fate of pharmaceuticalproduction enterprises. Meanwhile, along with the country to continue to promote thedrug centralized bidding and purchasing, development of drug production enterpriseswill be greatly influenced, one side, the speed of elimination and integration betweendrug production enterprises will be accelerated, making the industry more concentration,on the other hand, will promote the drugs production enterprise to conversionmanagement ideas, change the marketing strategy to deal with the new situation ofmarket environment of drug centralized bidding and purchasing.Mayinglong pharmaceutical industry as a leading enterprises in the area of enterprisewhich product hemorrhoid treatment drug, have a long historical standing, after years ofdevelopment, has higher brand awareness, rich variety structure, has its own exclusivevarieties, and sales channels mature, but there are also disadvantages, such as theleading products low profit, the profit sources single, the new products are not soldunsatisfactory, brand promotion is insufficient, the media is not enough and so on, will make the company to face the development dilemma, especially in the drug centralizedbidding and purchasing environment, in addition to its development obstacles of theproblem, will also faces the same problem with all the drugs production enterprise,therefore, Mayinglong pharmaceutical in the competitive environment brought by drugcentralized bidding and purchasing, on the basis of its existing conditions, how throughthe use of appropriate sales strategies to enhance the competitiveness of enterprise in themarket is very important.This article mainly takes Mayinglong pharmaceutical as the object of study, from thedrug production enterprises perspective o study promotion competitive marketingstrategy under the background of drug centralized bidding and purchasing. The firstchapter, analysis the background and the significance of drug centralized bidding andpurchasing firstly; points out the necessity to enhance their competitive strength of thedrugs production enterprise in order to deal with the competition environment, thencarries on the summary to the domestic and foreign research present situation, to sortout the relevant theory, discusses the definition, influence factors and source of thecompetitiveness of enterprises, to provide theoretical ideas to enhance thecompetitiveness of enterprises; finally summarized the research methods and content ofthis article. The second chapter is an overview of drug centralized bidding andpurchasing. Details the meaning category, characteristics, working process andevaluation method and index of the drug centralized bidding and purchasing. The thirdchapter is the overview and analysis of overall situation about Mayinglongpharmaceutical. Summarizes the basic and marketing situation of the Mayinglongpharmaceutical firstly; then analysis the market situation of the company under thebackground of drug centralized bidding and purchasing, including the problems of themarketing, and the competition situation of the company. The fourth chapter is theanalysis of competitive and market status of the drug centralized bidding andpurchasing. First analysis the Mayinglong pharmaceutical market competitiveness underthe drug centralized bidding and purchasing; then analysis the company by using SWOTmethod. The fifth chapter is the strategy which will be used by Mayinglongpharmaceutical to enhance its market competitiveness in the background of drugcentralized bidding and purchasing. Put forward my own proposals from the tender,product, price, channel, media publicity, public relations, brand, marketing managementmechanism innovation to develop appropriate marketing strategies for the company.The sixth chapter is the conclusion part, summarizes the research conclusion. Through this research, to provide a set of marketing strategy which can enhance thecompetitiveness of Mayinglong pharmaceutical which is typical enterprise in the drugsproduction enterprise, in order to enhance the enterprise competitiveness of Mayinglongpharmaceutical and other drug production enterprises, and to deal with the competitionunder the background of drug centralized bidding and purchasing, making Mayinglongpharmaceutical and other drug production enterprises to achieve sustainable and healthydevelopment.