Research On The Marketing Strategy Of Psychiatric Products Of Xi'an Janssen Company

40 years of reform and opening up is a year of rapid economic development in China.As a pharmaceutical industry closely related to the lives of the people,it has also developed rapidly with the improvement of the economic level and quality of life of the people..With the aggravation of the social process of China’s aging society,the 13 th five-year Plan regards healthy China as an important strategic position for social development,and China’s pharmaceutical industry is facing new opportunities.More and more mental health problems have become a prominent problem perplexing people’s life,study and work.mental illness has also become another major disease faced by all mankind.The huge market share and growth potential of psychotropic drugs in the future have intensified the competition of domestic and foreign pharmaceutical enterprises in this field.Xi’an Yang Sen,as an excellent foreign-funded enterprise in the field of central nervous system for many years,once occupied half of the Chinese psychotropic drug market by virtue of the listing of risperidone in China.ut over the years,with the continuous changes in the medical industry policy,the expiration of the original drug patent and the impact of domestic generics,and so on.The market share is constantly preempted.However,in recent years,with the continuous changes in the medical industry policy,the expiration of the original drug patent and the impact of domestic generic drugs and other market share has been continuously seized by competitors.In this paper,Yang Sen is based on the marketing strategy of drugs in the Chinese market as the research object,combined with the current macro-environment competition environment and consumer environment of Yang Sen psychiatric products.Based on the combination theory of STP marketing strategy and 4Pmarketing strategy,using PEST and SWOT analysis tools,this paper aims at the problems of on in the marketing strategy of Yang Sen psychiatric products in Xi’an.This paper puts forwards product cycle aging,high pricing,insufficient attraction of promotion,single channel and some suggestions on the optimization of marketing strategy of Yang Sen psychiatric products.