Study On A Company Chinese Market Strategy Adjustment

As a special commodity, Drug has many characters, such as life related, strict quality standards, the urgent need for health, high professional technology, low selectivity, lack of price and demand elasticity. So there is a great difference between drug and other products.Drug marketing theory started late in our country. In 1980 Tianjin Otsuka as the first multinational pharmaceutical companies entered China. In past 35 years, multinational pharmaceutical companies have increased R&D investment and developed business. Drug marketing theory has experienced exploration stage, development stage and mature stage. As time went on, China society has undergone profound changes. After 2010, many factors such as the new health care reform, the punishment of anti commercial bribery behavior, increased national purchasing power, the arrival of an aging population, the Internet technology and the electronic commerce all make the past successful marketing strategy face new challenges. In the new environment, Multinational pharmaceutical companies have to adjust to adapt to new changes in China to win the future.This paper is starting from the actual China drug market, analysing the influence of political factors, economic factors, social factors, technical factors for A company.Using Trans products as an example, I analyzed the new environment, changes in liver drug market and SWOT of Trans,Then proposed new positioning for Trans, listed how to adjust in order to win the market in product, price, place, promotion. Finally, in order to execute the new strategy, A company should carry out a series of cooperation of the government, adjust the structure, change staff appraisal in order to ensure the implementation of new strategies.