Study Of Drugs Pricing Strategy Of HBYK Pharmaceutical Ltd

The price of drug has been a common concern of the society.May 2015,the National Development and Reform Commission issued “on the issuance of advance notice” drug price reform opinions,requiring since June 1,2015,the government cancel most of the drug pricing(excluding narcotic drugs and psychotropic substances),and establish a market-oriented drug price formation mechanism.It is determined to a large extent by the pricing strategy of the product if a pharmaceutical company wants to gain a place in the fierce market competition.In marketing,the price is directly related to the market acceptance of the product and impacts market demand and corporate profits,and it is related to the interests of producers,operators and consumers.The pricing strategy of the enterprise directly restricts the formulation and implementation of the channel strategy and promotion strategy,which determines the success of the enterprise management in a certain extent.HBYK is a company with a certain size of the collection of pharmaceutical production,research and development,sales as one of the modern enterprise.Its Product line involves anti-tumor drugs,cardiovascular drugs and other fields.The representative of new drug-Sodium Ibandronate Injection is anti-tumor market and strong brand to prevent osteoporosis in the field,which enjoys the stable market share,with the major competitors to declare production,its future sales will face enormous challenges;Nifedipine Sustained Release Tablets as the representative of generics,alternatives now entered a bottleneck period because of many similar products.In the new reform environment,therefore,how to adjust the company's pricing strategy,improve the market marketing and solid product market share,is the main purpose of this paper research and the problem of how to solve it.Based on the background of the new medical reform,this paper introduces the particularity of drugs and the particularity of drug price,analyzes the basis of drug pricing,including the cost of manufacturing and circulation costs.Then,it expounds the influence of the market structure and supply and demand on the pricing of drugs.The drug industry practices drug pricing strategies are analyzed systematically.Through the HBYK company's original product characteristics,representative drug-Ibandronate and generic Extended Release Nifedipine Tablets' s market environment and types,influence factors of price analysis,established a new drug and generic pricing model,and through theempirical analysis,analysis the disadvantages of the company's pricing strategy,put forward relevant suggestions for improvement of pricing strategy.