| The pharmaceutical industry is praised as an eternal sun-rise industry. However, under the influence of macroeconomic policies and in view of new market characteristics, only by making a deep research, fully understanding consumer demands, exploiting competitive products and putting forth proper marketing strategies of product introduction can pharmaceutical companies attain consumers’ preference and maintain their leadership in fierce market competition.In this context, guided by the market demand, aimed at consumers and combined with related marketing theories, the thesis focuses on the marketing strategy and its implementation of ’FUDU’(generic name:mesylatenafamostat), a new drug product of Nanjing D&R Pharmaceutical Co. Ltd. The content of the research embraces four principal sections:theoretical review, analysis of internal and external surroundings of the pharmaceutical industry, marketing strategies according to the SWOT analysis of product introduction and the strategy implementation of product introduction.From macro to micro, from common to special cases, when analyzing company’s marketing strategy with related marketing theories, we can draw some main conclusions. By means of 6P analysis on ’FUDU’, the thesis protocols marketing combination methods of ’FUDU’ from various aspects such as policy, privilege, product, price, channel and promotion. In addition, combined with the strategy analysis of STP market segmentation, forming ’FUDU’ product marketing strategy is an ultimate goal which can be promoted by strengthening the construction of selling groups, focusing on product quality, developing a mild drug pricing strategy, improving the marketing channel of medicine, standardizing ways of promotion, etc. Not only does the research have practical implication for companies to develop marketing tactics on new medicine ’FUDU’, but it also provides a reference for the middle and small enterprises to study and develop new products independently. |
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