The Analysis Of Marketing Strategy Of Guilin Nanyao Export To Africa

The comprehensive scale of China's pharmaceutical and health industry ranks second in the world.With the promotion of China's reform and opening up and the deepening of economic globalization,China's pharmaceutical enterprises have developed rapidly,and more and more participate in international competition.However,in the process of internationalization,most pharmaceutical enterprises in China still face many practical problems and challenges.The main manifestations are that the overall international competitiveness of export pharmaceutical enterprises is not strong;the investment in developing overseas markets is insufficient,the accumulation of international markets is insufficient;and the product standards are not up to the standard.Guilin Nanyao Co.,Ltd.is an outstanding representative enterprise participating in international competition since the reform and opening up in China.The success of its artemisinin series products in overseas markets,to some extent,benefits from the correct layout of foreign marketing strategies.In the fiercely competitive African antimalarial drug market of many international pharmaceutical groups and Indian generic pharmaceutical manufacturers,based on a long-term detailed investigation of different countries in different regions of Africa,South China Pharmaceutical concentrates its superior resources and implements a product differentiation strategy,focusing on the development of artemisinin injection market.At present,the market share of the same formulation has reached more than 90%.At the same time,we insist on independent research and development and patent application,constantly enrich the product system,and introduce more targeted subdivided drugs.We will implement localization strategy,establish wholly-owned subsidiaries and offices in African countries where conditions permit,and build our own teams responsible for clinical promotion and marketing of drugs in the region.Actively cooperate with international aid organizations and governments of exporting countries to participate in public welfare activities such as free clinic and donation of medicines,and establish an excellent brand image.The effective marketing strategy of Nanyao in Africa has become an important support for the overseas development of enterprises.The practical experience of marketing and promotion of Guilin Nanyao in Africa is an excellent reference for overseas marketing of pharmaceutical enterprises,but Nanyao itself is also faced with problems such as product structure to be updated,unbalanced market development,and no independent logistics system.In order to further promote the process of internationalization of enterprises,Guilin Nanyao should timely increase investment in scientific and technological research and development,improve the accuracy of market segmentation,make up for shortcomings,and continue to expand the overseas marketing network to enhance brand awareness.At the same time,it is closely related to the policy of "one belt and one road" and actively participates in international competition.