Research On Prescription Drug Market Strategy Of E Multinational Pharmaceutical Enterprises Under The New Medical Reform

The new medical reform is an opinion released by the Chinese government to the public in 2009 on deepening the reform of the medical and health system.The release of this opinion marks that China's medical reform has entered a new era,which is called the new medical reform.The reform aims to provide people with safe,effective,convenient and affordable medical and health services.We will establish a four-in-one system for providing public health services,medical services,medical security and drug supply,as well as a basic medical and health care system.Prescription drugs in the research and development,production,sales,use of all links are subject to the corresponding national laws and regulations of strict control.There are corresponding drug management policies at home and abroad.The prescription drug market is heavily influenced by the external environment,especially the policy environment.Multinational pharmaceutical enterprises selling prescription drugs in China are bound to be affected by China's policies,economy,environment,technology and other external environment.Because of the particularity of prescription drug market,the influence of Chinese medical reform policy is particularly important.Since the implementation of the new medical reform plan in 2008,the management of public hospitals,the circulation of medicine and the medical insurance policy have undergone tremendous changes.Meanwhile,the performance of multinational pharmaceutical companies in China is very different.There are pharmaceutical companies that have grown big and strong with the deepening of medical reform and maintained rapid growth for nearly a decade.There are also companies that have maintained slow growth but failed to perform well.There are even companies that have suffered a sharp decline in performance because of the punishment from Chinese laws and regulations.Through literature research,this paper sorted out the existing strategic management theories,found out the general rules of strategic analysis and strategic choice,and extracted the viewpoints.Through the international and domestic pharmaceutical policy research,analyze the impact of the policy on the prescription drug market.Through the combination of empirical research and case study,domestic multinational pharmaceutical enterprises in the prescription drug market competition status,strategic choice analysis,so as to put forward in the prescription drug market strategic choice and point of view.The main point of view is that multinational pharmaceutical companies' patent expired products in China patent cliff effect is obvious with the change of drug bidding and procurement policy.Multinational pharmaceutical companies in this field can adopt the defensive strategy of divestiture and contraction.Also can control with efficient cost,carry out low cost strategy.In terms of localization,multinational pharmaceutical enterprises can expand their market shares in grassroots and county-level hospitals and chronic diseases through investment,merger and acquisition and strategic alliance.In the field of patent protection period products,strengthening strategy can be implemented.In product diversification,product penetration to speed up.In terms of research and development,China has a large population base,a wide spectrum of diseases and a large patient population.In addition,the Chinese government supports innovation and gradually increases the number of R&D talents in the pharmaceutical field,so R&D centers can be set up in China.It can not only achieve lower research and development costs,but also promote the overall improvement of China's research and development strength.