Research On Market Strategy Of Antidepressant Products Of Lundbeck

With the development of medical science and technology,the social attention to mental health has been increasing,the awareness of depression has been improved and the treatment has been more active.The development potential of domestic antidepressant market is huge.In this paper,the current situation of antidepressant marketing in Jiangsu Province of Lundbeck is taken as the research object,and the relevant theories such as marketing,PEST analysis,SWOT analysis,STP theory and marketing mix theory are comprehensively discussed.According the analysis of the macro environment of the current domestic pharmaceutical market,the marketing environment analysis of antidepressant drugs,and SWOT analysis,this paper summarizes the advantages and disadvantages,as well as market opportunities and threats,and analyzes and develops the corresponding marketing strategies.To adapt to the medical reform in China,the main problems faced by Lundbeck in the antidepressant market are business channel management confusion,product strategy ambiguity,pricing out of the market,academic promotion form obsolescence,etc.Finally,the article uses STP theory to subdivide the antidepressant market of Lundbeck,target marketing and product positioning.Through the optimization strategy of marketing mix,this paper puts forward the company's solutions in product,channel,price and promotion.Based on the analysis of antidepressant marketing in Lundbeck,this paper summarizes the optimized marketing strategy suitable for the sustainable development of Lundbeck,and achieves the goal of keeping the leading position in the industry,which has certain reference significance for pharmaceutical enterprises to formulate and implement marketing strategy in the field of specialty drugs.