Research On Marketing Strategies Of BM Company In Shandong Province

Pharmaceutical industry has gained rapid growth in china since the reform and opening up. It has had nearly 30 years of rapid development, with an average growth rate of over 20%, since the original part of the planned economy to a market economy. Similarly, many deep-rooted problems have emerged in the process of rapid growth. These issues are thanks to economics and politics. Influenced by historical factors, China’s pharmaceutical industry is relatively backward to the one in Europe and America, has weak product development ability, depends on the imitation, been in lack of high-quality products which have independent intellectual property rights. Meanwhile, the drug is very professional as a special product. A system should be needed to convince doctors with rigorous evidence based on medicine chain system, but, this system is very difficult to set up complete in case of insufficient research and development capabilities. Compared with foreign pharmaceutical companies which entered China, pharmaceutical companies in china lagged behind. With the continuous development of the domestic pharmaceutical industry, has gradually showing a gradual expansion of the market size, less investment in pharmaceutical research and development, more than the number of small-scale development of the pharmaceutical industry.There are a large number of small and medium sized agency pharmaceutical companies which rely on for production enterprises to promote their products for profit without the ability of product in china. These small-scale enterprises have no sufficient funds, are subject to policy control impact, strong foreign competition out there, there are a large number of domestic enterprises under fierce competitive environment, explore effective marketing strategy, out of the way for their own development, the company continued to usher development opportunities, it becomes particularly important. BM company is the representative agency company of these small and medium sized pharmaceutical companies, with an early grasp of opportunities, plus their own hard work, gets a more rapid development, enterprise scale rapidly expand. But with the deepening health care reform the various regulations and policies continue to emerge, the pharmaceutical industry has been the unrest up in such an environment, merger, reorganization and elimination continue to unfold, the original fast-growing companies are also rapidly slowing the pace of development. Under continuous severe business environment, the need to constantly adjust the original marketing strategy, through their own in-depth understanding of the environment are analyzed, and then find a marketing strategy for their own development, in order to adapt to the changing needs of the pharmaceutical market. Meanwhile, the existing tender procurement policies, so that sales from all provinces, differences exist, there is nothing in the literature, with less scope for the study of literature provinces, therefore, it is necessary to study the scope of a single province, to study marketing strategy for individual provinces to develop reasonable and effective marketing strategy.The paper takes Shandong market of BM as an example. According to ask questions-research questions-problem-solving ideas, marketing research companies by the status quo, the presence of the agents come loyalty is low, the irrational and inadequate staffing issues such as academic promotion efforts BM Shandong market, the use of PEST analysis, SWOT analysis and other tools, BM company in Shandong marketing environment in which to analyze the market by re-segmentation, target market selection and positioning, developed a marketing strategy to solve existing problems and to develop a marketing strategy to ensure that these implementation of marketing activities.Through research, the author believed that the pharmaceutical industry under the current macro and micro environment, the ability to carry out specialized academic promotion of enterprises would have a more competitive, after BM Shandong market segments, choose medium-scale, attention to academic promotion, operating three hospitals agents cooperate Shandong adjust marketing strategy, and to develop a strategy to safeguard the implementation of the initiatives. Finally, the author Hope to find the right direction for the company, while providing a reference for the study of a single province market strategy.