Research On Marketing Strategy Optimization Of H Company Under The Background Of New Medical Reform

National WeiJianWei in 2019 formulated the health strategy in China,related the accelerating new reform policy introduced,in order to make the development of public health and medicine,in order to change medicine for medical health status,make more balanced health resources distribution,to advance the medical reform in our country,in 2019 the new health care reform into the key nodes,4 + 7 drugs with quantity in the country,health care DRG payment system reform and the construction of close d a total body promoting policies,such as greatly changed the market environment of the pharmaceutical industry.Under the background of the new medical reform,it has become a key problem for pharmaceutical enterprises to choose marketing strategies suitable for their own development,reduce the business risks and increase the profits.Taking H company as the research object,this paper firstly introduces the development of the company and the current situation of its marketing strategy.Through the investigation of H company,it finds that there are some problems in its marketing strategy,such as unclear product positioning,uncompetitive pricing strategy,disordered channels and weak promotion ability,and analyzes the causes of these problems.Secondly,it USES PEST analysis tool to analyze the macro environment of the company,so as to determine the development prospect and rising space of the pharmaceutical market under the new medical reform policy.SWOT analysis tool was used again to select expansion strategy for the company,and STP theory was used to further market positioning and develop marketing tactics: focusing on prescription drugs in proton pump inhibitor field,creating high-end products and building brand;Finally,the 4P marketing theory is used to optimize the existing marketing strategies,and the marketing strategies of strengthening the research and development of new drugs,competition-oriented pricing strategies,broadening the channels of base drugs,digital marketing and academic promotion are put forward.By studying the marketing strategy of H company under the background of the new medical reform,H company can better cope with the threats brought by the changes of the new market environment,which is conducive to improving the business efficiency of the company and providing reference for the formulation of marketing strategies of other pharmaceutical companies and marketing innovation under the new situation.