Reserch On Optimization Of Prescription Drug Marketing Strategy Of J Company Under The Background Of National Medical Reform

Since the reform and opening up,China's pharmaceutical industry has developed rapidly and has gradually become a new growth point of the national economy.However,in the process of rapid development,the pharmaceutical industry has also exposed a series of problems such as high drug prices,drug sales rebates and poor drug safety.In order to establish a sound urban and rural medical and health system and provide safe medical and health services to the citizens,the Party Central Committee and State Council promulgated the "Opinions of the CPC Central Committee and the State Council on Deepening the Reform of the Medical and Health System" in 2009,and officially launched the national medical and health system reform.With the continuous deepening of the national medical reform,various provinces and municipalities have successively introduced supporting measures and medical reform management methods,which not only greatly changed the marketing environment of domestic prescription drug manufacturers,but also brought new opportunities for pharmaceutical marketing and challenges.This topic takes J Company as the research object,and collates and analyzes related literatures at home and abroad through the literature data method.It also analyzes the current marketing model of J company prescription drug products and the specific impact of national medical reform on marketing model.Provide theoretical and practical reference for the marketing of prescription drugs.This topic starts from the following aspects,and studies the marketing problem of prescription drugs in J company:Firstly,according to the actual needs of the research,the company's general situation is analyzed from the aspects of the company's organizational structure,main business and business performance.From the macro and micro perspectives,the marketing environment of J company prescription drugs is carried out.Systematic research.Secondly,from the product level,price level,channel level and promotion level,the current situation and existing problems of J company's prescription drug marketing are analyzed and studied.Thirdly,the optimization of J company's prescription drug marketing strategy in the context of national medical reform is discussed in detail,including not only market segmentation,target market selection and market positioning,but also optimization of products,prices,channels and promotion strategies.And safeguards to optimize the strategy.Through the research on the optimization of J company's prescription drug marketing strategy in the context of national medical reform,it is expected to contribute to the development of China's pharmaceutical industry.