A Research On Moxifloxacin's Promotion Strategy Of Company B In Fujian Area

The market sale of prescription drugs is different from traditional commodity sales,there are huge differences in the national or regional policy control and product marketing channels,compared with traditional commodity sales.With the development of China's economic conditions,China has become the main driving force for the growth of the global prescription drug market.The moxifloxacin product of B company has entered the Chinese market in 2002.As a new generation of fourth generation Broad-spectrum quinolone antibiotics,it has achieved the rapid growth of sales in China.In 2016,moxifloxacin ranked second in China's antibiotic prescription drug market.Moxifloxacin entered the Fujian market in 2002.From 2002 to 2015,the promotion of Fujian area has achieved great success.The annual average growth rate is greater than the market average growth rate.However,from 2016 to 2017,the sales of moxifloxacin in Fujian area faced great challenges,and the market data changed from leading the national market to far below the national market average level.How does B company adjust its marketing strategy in Fujian area,so as to reverse the declining trend of sales and summarize Fujian's model and draw lessons from the whole country has become the key research issue of moxifloxacin promoted by B company.Based on the study and analysis of regional China moxifloxacin marketing history and current status,with the help of Potter's five forces model and PEST model,this paper analyzes the domestic antibiotics industry.Combined with B company of Fujian regional promotion,this paper discusses that the main reason for the hindered market promotion is that the marketing strategy does not adjust to the market change.Based on the SWOT analysis,the 4P marketing theory,and market segmentation theory,this paper discusses the feasible promotion strategy of B company in Fujian region.Through the analysis,this paper determines that the market positioning of Fujian region of B company following the strategy of the national market department does not conform to the existing market situation.In the market segmentation,B company should focus on the core promotion department,which are respiratory department and emergency department,and at the same time,expand other basic departments.The market orientation should also be distinguished from the national strategy,and the differentiation of product information should be carried out for different departments.In the form of promotion,innovative attempts should also be carried out.This paper is divided into seven chapters.The first chapter is overview.The second chapter is the related theories and tools.The third chapter analyzes antibiotic prescription drug industry in China by using the PEST and the Potter five forces model theory.The fourth chapter elaborates B company in Fujian to promote the situation.The fifth chapter is the analysis of B company in Fujian marketing strategy.In the sixth chapter,combining with the theory from the first to third chapters and the analysis of the fourth chapter and fifth chapter,the marketing strategy of B moxifloxacin in Fujian is proposed.The seventh chapter is mainly about conclusion and summary.