Research On Marketing Strategy Of Antibiotic Drugs In H Company

The pharmaceutical industry is a special industry,which is not only related to the industrial development of the country,but also to the people's healthy living standard.The pharmaceutical industry has been developing rapidly in the global economic environment.In recent decades,with the increase of state support and new policies,China's pharmaceutical industry has also achieved rapid development.In the international pharmaceutical industry,China's pharmaceutical industry has achieved a growing market share.As a basic drug,antibiotic products are an important part of the pharmaceutical industry.Over the past 60 years,China has achieved the leapfrog of antibiotic products from scratch,scale production,and to antibiotic pharmaceutical giants.At present,the overall scale of antibiotic products in China has reached the first place in the world,especially in the production of antibiotics such as penicillin and streptomycin,which is in the absolute leading position.In recent years,in China's pharmaceutical market,antibiotic products are both encouraged and restricted.As the basis of important drugs,the state vigorously support antibiotic product research and development,along with the deepening of medical system reform,the expansion of the "new farming close" system,such as coverage,population continues to increase,two child policy open,the acceleration of population aging and the improvement of living standards,China's population structure and disease so will produce change,this makes the antibiotic products demand continues to increase,but in recent years,our country for antibiotic production using increasingly stringent regulation,production enterprises,the competition is very fierce,the product homogeneity phenomenon serious,lead to antibiotic products,low prices for antibiotic production enterprises in China and there is a huge threat.With many foreign antibiotic manufacturers looking to China.In recent years,under the influence of "One Belt And One Road" policy,more and more domestic pharmaceutical companies also plan to go out.It brings new opportunities and challenges for our country's antibiotic production enterprises.In the face of changing,complex marketing environment,antibiotic products manufacturing enterprises in China need a more scientific marketing strategy as a guide,from various aspects fully analysis of marketing environment,find out the opportunities and threats,analyzes the problems existing in the enterprise itself,the marketing theory combined with the reality of our country,put forward effective marketing strategy advice,further guide the sustainable development of the pharmaceutical enterprises in our country.Based on the environmental analysis of antibiotics in China,this paper selects H company as an example for analysis.H company,located in shijiazhuang,Hebei province,is a large state-owned pharmaceutical company.It has deep roots in chemical medicine and has relied on antibiotics for many years.However,in recent years,product profits have been stagnant and profits are difficult to improve,which has typical research significance.This paper first analyzes the marketing environment of the international and domestic pharmaceutical industry,finds out the opportunities and challenges,analyzes the existing problems of H company,and puts forward targeted solutions.In this paper,the research on the one hand,through the analysis of 4 p marketing strategy combination antibiotic for H company product marketing development were discussed,on the other hand also provide reference for other antibiotic products manufacturing enterprises.