Research On The Marketing Strategy Of AC Pharmaceutical Company's Cardiovascular Drugs

With the deepening of China's medical system reform,the competition in the pharmaceutical industry is becoming increasingly fierce.The traditional "drug based medicine" is gradually driven by market demand.The pharmaceutical industry has become more concerned with R & D and technology leading.In this paper,the domestic production of cardiovascular drugs leading company of Z AC pharmaceutical products as a case,in order to understand the causes of the existence of drug marketing in the context of health reform problems,through case analysis,and put forward the orientation,marketing strategy and guarantee measures for the products.This paper is divided into seven chapters,except for the first part of the introduction,the seventh part is the conclusion,other sections of the study are as follows:The second chapter expounds the concept and theory of marketing,studies the theory of 4Ps,PEST and SWOT used in this study,and further analyzes the connotation and characteristics of drug marketing.From these theoretical studies,the pharmaceutical marketing external environment is very sensitive,pay attention to the target group of the consumer oriented,attention to marketing analysis tools,focusing on different enterprises of different products to the specific analysis,attention and short-term goal of conclusion,provides a theoretical base for the following research.The third chapter introduces the AC case of pharmaceutical marketing status,AC pharmaceuticals,Z products were studied,we found that income rose rapidly,but the quality of growth is not high the crux of sales management,product positioning is not clear,the channel control is not reasonable and the promotion effect of the general problems existing in the process of marketing,through the reasons analysis pointed out that marketing idea is missing,lack of market segments,the management system is not restricted refinement is an obstacle to the development of marketing.The fourth chapter analyzes the internal and external environment of AC pharmaceuticals,and uses PEST,SWOT and 4P tools to summarize the advantages and disadvantages, opportunities and threats of products and enterprises,as well as the influencing factors of internal and external environment.The fifth chapter uses the STP tool to determine the segments of the market,target market and market positioning,summed up the city should pay attention to three hospitals,community hospitals and chain pharmacies in the market,the focus of marketing positioning and publicity should be medicine,low side effect with multi target characteristics,recommended moderate price plan the challenger and market marketing strategy.In view of the above analysis and positioning,the marketing combination strategy of AC pharmaceutical Z products is made up from four aspects: product,price,channel and promotion.The sixth chapter puts forward the safeguard measures for the implementation of marketing mix strategy.We should focus on optimizing the structure of the organization,strengthening enterprise culture construction,strengthening government communication and cooperation,strengthening the development of talent retention and establishing marketing strategy.Through the study,this paper holds that: first,for product marketing,we must pay attention to the environment and stage of the enterprise and product.Second,drug marketing is very sensitive to internal and external environmental factors.Policy formulation requires particular attention to policy factors,socio-economic factors,and science and technology factors.Third,for mature products,attention to the quality of marketing growth will help enterprises to achieve long-term strategic goals.I hope that through the research,it can provide some reference and reference for the relevant practitioners and scholars.