Research On Sales Model Innovation Of Contrast Media Product For G Company

The domestic pharmaceutical market has developed steadily.In recent years,as national policies and customer needs have changed,industry competition has intensified.Many foreign pharmaceutical companies are facing problems such as single models,difficulties in promotion,and reduced profits.The transnational pharmaceutical enterprises mainly rely on the direct selling model in the promotion of prescription drugs,that is,through the sales staff visit,the academic conference publicity and other forms of drug information transmission,providing updated drug information to the medical staff,so as to change the doctor's prescription habits.The anticorruption efforts of the drug industry have been strengthened,which directly affect the work of the sales staff.Many transnational pharmaceutical enterprises have been affected by the change of the industry and the business is shrinking to the last large scale.Although some enterprises have changed the business model to adapt to the changes in the industry,such as the cancellation of sales targets,the adjustment of the salary system,and the strengthening of the salary system,Product knowledge assessment and frequency of visits,but still can not stop the trend of declining performance.The traditional sales promotion of pharmaceutical industry is facing great challenges.This article uses G company as a case study,using the marketing innovation theory,enterprise environment analysis tools and sales model knowledge to try to summarize the sales model that G company should have.The main structure of this article is divided into five parts.The first part is the introduction,which mainly introduces the purpose of writing the paper,its significance,the subject of the study,the method of research and the hierarchical logic of the article.The second part is the literature review,which includes the basic concepts used in the dissertation,the research progress and model theory of related marketing innovation literature.The third part is the case description,which introduces the profile,development history,main products of G company,and the major problems encountered in the product promotion process.The fourth part is the case analysis,which mainly analyzes the contrast media industry and market,including contrast media market conditions,equipment status,product features,demand analysis,internal and external environment,etc.,and combines G company's contrast media marketing goals to analyze in depth the situation and deficiencies ofthe existing model,and suggestions are made on the direction of G company's sales model innovation: The first-tier market differentiation model combines the development model of the second-tier market channels.The fifth part is the summary and future research prospects.The main conclusion of this dissertation is that a foreign-funded specialty pharmaceutical company like G company needs to carry out differentiated model innovation in the first-tier market and a suitable sales-support model in combination with customer needs in the second-tier market in order to control the market,to achieve long-term and stable development.