Research On The Marketing Strategy Of Prescription Drugs For J Pharmaceutical Companies

As an important part of the national economy,the pharmaceutical industry is an important guaranty industry for the national economy and people's livelihood.Its inclusion and importance are self-evident.China's huge population and aging population determine the huge potential,result in the pharmaceutical market and the growing competition among the pharmaceutical companies.This article reviews the latest development of domestic and foreign marketing theories and the academic frontier of pharmaceutical marketing.Marketing related theories such as marketing strategy combination 4P,market segmentation STP,SWOT analysis method,PEST analysis method,drug life cycle,BCG matrix classification,etc.Firstly,the current prescription drug marketing situation is analyzed from three dimensions:the macro-political,economic,cultural and technological environment,pharmaceutical industry environment,and anti-depressant drug marketing environment.Then,SWOT analysis was used to analyze the advantages and disadvantages of the internal environment,the opportunities and threats of the external environment of the antidepressant drugs in J pharmaceutical enterprises,and formulate feasible strategic directions based on the analysis results.Next,STP analysis was used to identify the market segmentation and target market and the positioning of antidepressant products.Combined the current Chinese health care reform hot spots,such as"two ticket system of medicine","the secondary negotiation","zero price of medicine","medical insurance payment","generic drug consistency evaluation.","drug anti-commercial bribery" and so on,put forward the main problems of J drug firms antidepressant in the marketing risk have inefficient sales channels,product agency risk,conflict of drug pricing,outdated promotion model.At the marketing guarantee level,there are also increasing compliance risks,imperfect customer management system and high internal turnover rate of talents.Finally the article in the framework of 4P marketing strategy optimization,ensure perfect marketing strategy implementation of crisis management,customer management,marketing team management for J drug firms antidepressants marketing problems put forward an effective solution.This paper provides a typical analysis and research method which has certain reference value for the formulation and implementation of pharmaceutical marketing strategy.