Research On Optimization Of Pharmaceutical Packaging Marketing Strategy Of Italian SG Company In China

During the global pharmaceutical packaging industry,European and American companies are at the forefront of the world.They have not only made many improvements in the development and application of new materials,but also can provide higher quality and safer packaging for drugs.European and American pharmaceutical packaging enterprises have also actively explored light inspection equipment and developed various types of instruments and equipments to detect the integrity and safety of drug packaging.In recent years,some benchmarking enterprises in the pharmaceutical packaging industry are also committed to innovation.On the basis of the original single function of containing drugs,they have developed new type of pharmaceutical packaging with drug delivery function,which making the use of drugs more convenient.As a leading enterprise in the global pharmaceutical packaging industry,SG has entered the Chinese market since 2014.On the one hand,SG can provide high-end products and technologies for domestic pharmaceutical enterprises in the process of developing new drugs or improving drugs.On the other hand,SG is also actively exploring,researching and optimizing various problems encountered in marketing in the process of developing the Chinese market,to adapt to the increasingly competitive Chinese market.Starting from the previous literature research,this paper firstly discusses and summarizes the research results from domestic and foreign scholars and experts on the market application and marketing study of pharmaceutical packaging industry.In analyzing the specific situation of SG business in China,the expert interview method is used to collect the feedback of domestic key customers on SG business in China,combined with the opinions and suggestions put forward by customers,and according to the external marketing environment and marketing status of SG Company,the main marketing problems are summarized.In view of these problems,combined with STP theory and 4P theory,systematically study and analyze the relevant marketing strategy optimization scheme adopted by SG company,and finally achieve the purpose of improving the core competitiveness and increasing financial revenue by integrating the company’s resources and system guarantee measures.This paper uses the methods of literature research,expert interview and qualitative analysis.Through analysis and research,this paper summarizes the deep-seated reasons and purposes of how SG company views its marketing problems and puts forward relevant marketing optimization schemes,so as to realize the cognitive process from phenomenon to essence.In addition,the analysis and research of China’s pharmaceutical packaging industry can also provide reference marketing strategies and optimization ideas for China’s local pharmaceutical packaging enterprises.