A Study On Marketing Strategies Optimization Of AZ Medicines Company In Hunan Province

Medical industry is very important and it has good prospects, because it has beneficial to the people's livelihood. In the global, the spending cost on medical healthy is rapidly along with the increased income, population aging society's arrival in China resent years. Medical industry grows slowly in the developed countries in Europe and America by the influence of financial crisis in 2008, while emerging economies, such as India, Russia, Brazil, China, Turkey Medical market growth quickly, showing strong growth potential. So a lot of Foreign Medicines Companies have invested Chinese Medical market, the domestic medical and health reform is advancing at the same time. AZ Medicines Company must give a deep analysis in Chinese market, because of great changes in recent year's Chinese Medical market. Especially, AZ Medicines Company should fully consider the characteristics of the Hunan province market, use effective marketing strategy of scientific and practical to adopt the marketing strategy, in order to successfully achieve the target of AZ Medicines Company.This article takes the AZ Medicines Company for the research object, researches on AZ Medicines Company's products and the marketing situation of Hunan Province, analyzes the opportunities and challenges faced by AZ Medicines Company in current. This article uses case analysis, empirical analysis, to analysis the marketing strategy of AZ Medicines Company in Hunan province. The research results show that:Firstly, it is very likely to achieve annual sales growth of 25% for AZ Medicines Company in Hunan Province, but it needs some marketing strategies. Secondly, AZ Medicines Company's advantage lies in the prescription, and the core competitiveness lies in the patent right of prescription drugs. It will not be broken in the short term, because of aging of a patent. AZ Medicines Company must further increase investment in research and development, maintaining the advantages of patents in the long run. Thirdly, AZ Medicines Company has Advantages in prescription drugs, so it is important for the company to do marketing strategies to hospital. The sales staff will determine the success or failure of marketing public relations. Marketers need to focus on the drug and medical aspects of communication with the doctor, it could take the academic forums, lectures forms of academic exchange, organized doctors, nurses training, learning project, for the construction of network or physical platform of medical record point evaluation, in addition, can also be supplemented by advertising, public relations and sales promotion. There must also be a series of security measures for AZ Medicines Company to ensure good operation in addition. It still needs improve talent incentive, system construction, cultural construction and etc. to get the core values of the enterprise and realize the sustainable development of enterprises in long-term development in China.