M Company Prescription Drug Marketing Strategy Research

The pharmaceutical industry is one of the key industries under development in our country.Medical products are special commodities that are related to people's life,health and safety.Under the background of the new medical reform policy.Medical insurance control fee,drug bidding price reduction,public hospital reform,limited resistance,grading treatment,two votes system,drug review and approval,generic drug consistency assessment and a series of policies in-depth implementation,as well as health insurance directory adjustment,the negotiation directory,Will have far-reaching impact on the development of the pharmaceutical industry,which is undoubtedly a challenge for enterprise marketing.However,chances always go with challenges..How to seize this opportunity to rapidly develop itself,pharmaceutical companies must rethink.Based on the M company's perspective,this paper analyzes the changes in the environment and market before and after the new medical reform,and describes the competitive environment and consumer characteristics of prescription drugs under the reform of "two-vote system." Combined with the basic concepts and management methods of prescription drug marketing,this paper analyzes and discusses the problems existing in the marketing of prescription drug company M,and puts forward that adjusting the marketing strategy in time is an effective way for the company to pursue its development.On the basis of this,Marketing 4P theory and combined with the actual situation of M company prescription drug marketing business put forward some insights and improvements.The result of this paper hopes to find a suitable marketing strategy for M company to adapt to its own development under the new policy situation and to play a positive role in promoting sustainable development.