Research On Improvement Of Novartis Prescription Drug Galvus Marketing Strategy

In the 40 years since reform and opening up,China's economy has made rapid progress,and the pharmaceutical industry,as an important part of the national economy,has also developed vigorously.At present,the pharmaceutical industry has become one of the fastest-growing industries in various industries of the national economy,and its proportion in gross domestic product(GDP)has also continued to increase.China is a large country with diabetes,and it is estimated that by 2045,the number of diabetic patients worldwide will reach 629 million.The huge market potential destined China's diabetes drug market to be a battleground for soldiers.Vigliptin produced by Novartis Pharmaceuticals(brand name Galvus)is a DPP-4 inhibitor,a new type of hypoglycemic drug,and is the third DPP-4 inhibitor listed in the country.Factors such as the company's strategy have influenced Galvus' s market share since its listing.This Paper combed through the literature to sort out the prescription drugs and their characteristics,the marketing characteristics of prescription drugs,and made a systematic statement on marketing-related theories such as 4P and 4C marketing theory,PEST,STP,and Porter's five-force analysis theory.Firstly,the current status of Galvus' s marketing and the analysis of marketing problems are described.Then,the current situation of prescription drug marketing is analyzed from the macro environment,the environment of the pharmaceutical industry,and the marketing environment of diabetes drugs.The advantages and disadvantages of the internal environment of Galvus are analyzed using SWOT,The opportunities and threats of the external environment,based on the analysis results to develop a feasible strategy plan,and then use STP analysis method to carry out market segmentation and target market determination and product positioning of Galvus.Finally,based on the current trends in China's medical reform,a systematic and comprehensive analysis of the Products,Prices,Place,Promotions,People,Process,Physical Evidence etc.of the 7P marketing theory,and re-formulation of Galvus' s marketing mix strategy,and from compliance,finance,team Implementation and protection in culture.It is hoped that it can provide a reference theoretical method for the research of pharmaceutical marketing,and it will be a reference for multinational pharmaceutical companies to formulate a competitive marketing plan in the Chinese market.