The Study Of International Marketing Strategy Of Hisun Pharmaceutiacl

As the world economy continues to grow and the global birth rate continues to decline,more and more countries are entering an aging society,which has accelerated the continuous increase in the global pharmaceutical market.Pharmaceutical enterprises in developed countries still occupy an absolute dominant position in the global pharmaceutical market.How to achieve “going out” for Chinese pharmaceutical companies is not only conducive to their own development,but also beneficial to the integration of China's pharmaceutical industry into the global pharmaceutical industry chain.In China,with the advancement of medical reform,the traditional marketing-driven generic drug companies are facing tremendous pressure to survive.In the past,the dividend period of the extensive development of the pharmaceutical industry has basically ended,and the era of “product is king” driven by innovation is coming soon.Transformation and upgrading have become an inevitable trend,and innovative drugs have become the hottest topic in the medical and health industry.Since the early 1990 s,Zhejiang Hisun Pharmaceutical Co.,Ltd.,as one of the earliest pharmaceutical enterprises exporting raw material medicines in China,has accumulated experience and lessons about pharmaceutical exports after nearly 30 years of development,and has also accumulated a large number of high-quality products.International market customers and stable international marketing channel resources.How to refine and enrich these rich practical experiences and form a perfect international marketing strategy of Hisun System is the core of this paper.This paper first reviews the theory and literature review,including reviewing the literature on enterprise internationalization theory,dynamic capability theory,marketing research model and tools,and then analyzing the current status of China's pharmaceutical development and international pharmaceutical companies.Analysis of the development strategy,and combines the external macro environment of Hisun Pharmaceutical's current international marketing process.It is concluded that for Hisun Pharmaceutical,different international marketing strategies are adopted for different international target markets: centralized marketing strategies are adopted for countries along the “Belt and Road”;cost leadership strategies are adopted for developed markets such as the United States;Different emerging markets such as Asia use differentiated marketing strategies.Based on the analysis of its own strength and opportunities and challenges,it is concluded that the key to enhancing the international marketing competitiveness of Hisun Pharmaceuticals is to first seize its strong manufacturing capabilities and at the same time increase its contracting outsourcing business and integrate into the international industrial chain.Secondly,improve the independent innovation capability and technology level of the enterprise,increase investment in research and development,realize product innovation,technological innovation,independent innovation,integrate high-quality resources,and achieve industrial upgrading;third,implement differentiated marketing,participate in overseas investment mergers and acquisitions,seek external growth.Ways to explore a variety of international marketing channels.Of course,subject to the limitations of my own level and research conditions,this paper also has a lack of research methods and limited research conclusions,which are important directions for the future improvement and deepening of research.