Research On Optimization Marketing Moldel Of Rx Products Of The Ny Pharmaceutical Company

There are mang problems still existing in the medical and health undertakings of our country though a rapid development already obtained since reforming and opening. As the same, there are some problems also existing in the marketing model used now by the pharmaceutical companies of China, especially for the RX products marketing model of which commercial bribery judicial cases had been exposed frequently. So, it’s the high time for the marketing model of the pharmaceutical products to be optimized and changed.At first, the theoretical development on marketing model of domestic and foreign were summarized in this study, together with summarized and analyzed of marketing model adopted by pharmaceutical companies of our country. As the author considered that the marketing technology was the real key point of the RX products marketing model because of its specialized and professional, although that the marketing concept and the marketing organization were all very important. And the "marketing model of manufacturers sales with taking-money for promotion" was adopted by the most of pharmaceutical companies in china for RX products marketing, nevertheless, there were some questions existing with this marketing model for the root was its operation all through back door. Under this marketing model, it maybe caused the company to make deceitful accounts, and it maybe induced the salesmen to be crimed due to their bribe in the works, and it maybe leaded guard against each other between the company and the salesmen.The second, the RX products marketing model of the NY pharmaceutical company was analyzed in this study, and as the serults, marketing model too simple and problems existing with the mode of operation were the two questions for the NY pharmaceutical company. Furthermore, macro environment and micro enviroment of the marketing environment for the enterprise were also analyzed by using SWOT method, and the marketing policies, product structure, organizational structure and personnel structure, etc., were need to be adjusted.Then, the optimization scheme for the RX products marketing model of the NY pharmaceutical company was put forward, with two main parts. On the first point, a reajustment plan of the marketing strategy for NY pharmaceutical company was given out as these:① Proposed to adjust the product structure and eliminate obsolete.② Highlighting its competitive products and expanding their production scale, in order to keep the dominant position.③ Increasing the strength of research and development of new products.④ Introducing suitable talents and improving the quality of the staff. On the other one, an new innovative RX products marketing model was put forwarded according to the existing questions, these content as follows:a "integrated marketing model with one place one solution which all under a database management" was taken as the RX products marketing model and a "interactive mode with the work achievement purchased" was adopted as the marketing technology. Using this new RX products marketing model, including the new innovative marketing technology, the management efficiency may be greatly improved, and the needs of the complicated market could be met, and the flexibility and the quick response of the marketing policy would be enhanced largely, more important, this new marketing technology was in full compliance with the national laws and regulations, and the contradictions between the enterprises and each part of the marketing could be overcome. So, the purpose of this study were achieved preferably under the new RX products marketing model.At last, some improvement suggestions about safeguard measures were put forwarded for conformed to the new optimized marketing model, focus on these aspects, including: organizational structure, human resource, corporate culture, incentive mechanism and so on.