| ESRD is a kind of dangerous disease due to the highmorbidity andhigh medicalcosts. There are five provinces in north-west region with large population, especially rural groups. PD, as an effective blood purifier therapy, has an irreplaceable role because of its lower cost and simple operation. According to the latest statistics, China currently has about200million ESRD sufferers, only20%of whom are receiving dialysis treatment. Among those patients, only20%are receiving PD therapy. So, PD solution has a large market potential and sales space in north-west region.XA, which has been entering Chinese market since eightiesof last century, is the only pharmaceutical enterprise to provide integrated ESRD therapy in domestic market so far. About ten years ago, XA PDsolution entered north-west market and saved so many ESRD sufferers’lives. Today, domestic policies encourage PD therapy and the market awarenessis stronger than before, however, sales blowout of XA PD solution didn’t appear as expected. In addition, market of PD solution is becoming tougher with more and more competitors appearance. So how to maintain XA’s market share and find new strategy to raise sales amount is main purpose of this essay. This article analyze internal and external environment, opportunity and challenge, optimize market strategy of XA PD solution including target market segment, choosing, differentiated marketing and promotion plan, with knowledge such as marketing management, strategy management and health economics and useful methods including literature retrieval and SWOT philosophy. Furthermore, this article talks about detailed promotion project including academic promotion, encouragement system, and policy back-up, commercial management and team building.This articletargeted to analyze PD market of northwestern provinces, use the knowledge of market management and health economics to optimize XA PD solution market promotion plan.The whole project is a strategy with strong referenceand operability. |
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