| China is the world’s second largest pharmaceutical market,the pharmaceutical industry is also the focus of the "made in China 2025" in the area of development,in recent years,the national policy and implement centralized purchasing quantities with generics consistency evaluation policy has a profound influence on the pharmaceutical industry,the traditional medicine industry competition strategy in the current external environment has been unable to win the competitive advantage for the enterprise.Shandong province will fully implement the selection results of the third batch of state-organized centralized procurement of drugs in November 2020.Among them,Jiangxi Qingfeng Pharmaceutical Co.,Ltd.won the bid for Mecobalamin tablets in Shandong Province.The agreed purchase amount in the first year is 60%of the calculated base of the agreed purchase amount in the first year.Brilliancepharm company’s insurable products(common name a cobalt amine)competition remaining 40%market share,"insurable product is eisai(China)pharmaceutical co.,LTD.Of the original product,Brilliancepharm company in March 2021 the eisai(China)pharmaceutical co.,LTD.The insurable products in Shandong province of sales promotion,but" insurable product market sales have been falling,Brilliancepharm company needs to develop a competitive strategy for Mecobalamin products in Shandong market.Method based on the related theory of competitive strategy,through literature search about the competitive strategy of the literature,as a research "insurable Brilliancepharm company products in the Shandong market competition strategy theory,using PEST analysis method analysis of Brilliancepharm external macro environment,using the potter five model analysis Brilliancepharm company industry environment,Using the interview method and questionnaire survey to Brilliancepharm,"insurable products of the company and made a comprehensive analysis of the Shandong market,analysis of Brilliancepharm company opportunities and challenges that exist in the external environment and internal advantages and disadvantages that exist in the environment,through the"insurable Brilliancepharm company products in the Shandong market feasibility analysis of three kinds of competitive strategy,Finally determine the competitive strategy of Brilliancepharm Mecobalamin products in Shandong market.This paper determines that "differentiated competition strategy" is the most suitable competition strategy for Brilliancepharm’s guaranteed products in Shandong market,and implements the competitive strategy of Brilliancepharm’s guaranteed products in Shandong market from three aspects:service differentiation,marketing differentiation and channel strength.At the same time,it puts forward the guarantee measures of differentiation competition strategy from two aspects of improving talent reserve and attaching importance to cultural construction.Brilliancepharm company is a typical global integrating research,development,production and commercialization of healthcare,"insurable is typical of a branded product,by making accurate Brilliancepharm company insurable product in Shandong market competition strategy,and make the Brilliancepharm company in Shandong market can use their own advantages,seize the external opportunity,at the same time to optimize internal resources,carry out effective differentiation competitive strategy,It is bound to gain a greater share and profit in the competition.At the same time,it also has a good reference significance for domestic pharmaceutical enterprises. |
