The Marketing Strategy Of Lilly China In The Internet Plus Age

As the change of the era,the business ecosystem also changed dramatically.It developed from small-scale farmer economy to industrial economy,and than up to today’s internet economy.Each era witnessed a great change,especially the internet economy era created a lot of new business forms through hundreds of millions of netizen and convenient internet tools.The penetration of internet offers the industry disruptive power,many traditional industries were sifted out for their bad acclimatization to the new business environment.However,the trend is still rolling on with full force,the traditional industry can not even survive until they well adapt themselves to the new change.The medical industry is closely bound up with people’s life and health by providing people various of products and service for preventing and curing diseases,rehabilitation care and improve physical fitness.It also played an important and irreplaceable role on the national economy’s continuous,fast and healthy development.However in recent years,the government’s control,the transition of bidding mode,the change of doctor’s prescription behavior and customers purchasing behavior,the shareholder’s standing expectation for high rewards and the increasing cost of research and development for new medicine impose great challenge on today’s medical manufacturers,both inside and outside.In such an internet times,the marketing mode of medical industries is facing big challenges.Where should Lilly China do to change their marketing strategy?The first chapter tries to raise the question and points out the significance,purpose contents and structure of this article.Chapter two is a brief description of the theories quoted in this article.Chapter 3 is mainly about the analysis on Lilly China’s marketing.In chapter 4,the author mainly focus on the analysis and positioning of Lilly China’s target market,based on the theory of STP.While chapter 5 lays emphasis on analyzing and formulating Lilly China’s marketing strategy,by theory of SURE.The sixth chapter intends to introduce some measurements Lilly China should take to accommodate themselves to the changed situation.The last chapter is a summarization of the whole article.In such a internet era,the fittest survive,Lilly China will keep adjusting their marketing mode,deeply carry out their digital marketing strategy,expedite research and development of new medicine and regulate the organizational structure to meet the challenge of the new business ecosystem,and therefore realize a sustainable and stable development.