| With the implementation of the "4+7" model of volume-based procurement in China,the threats to the business of multinational pharmaceutical companies in China outweigh the opportunities.Procurement with quantity refers to the unified bidding organized by the government department,and the public negotiation with pharmaceutical companies in the form of centralized procurement,aiming at lowering the price level given by the supply side.Compared with domestic counterparts,multinational pharmaceutical companies lack advantages in terms of drug and material prices.In addition,due to strict supervision,the approval process of imported drugs is slow,and there is a long generation gap between the business development of multinational pharmaceutical companies in China and the European and American markets.Under the dual pressure of industry competition and slow launch of new products,many multinational pharmaceutical companies are facing the dilemma of weak follow-up performance growth.In view of this,it is necessary to conduct research on the marketing strategies of multinational pharmaceutical companies in China under the background of volume procurement.Combining the theories of 4P and 4C in marketing,this paper starts with the current situation and existing problems of B multinational pharmaceutical company,and uses PEST and SWOT methods to analyze the internal and external environment it faces,especially the threats and problems brought by volume procurement.Opportunities,further subdivide and reposition the market based on STP theory,and propose specific optimization strategies and implementation measures.Under the premise of sticking to traditional competitive advantages,actively seeking new business growth points is the current focus of the management of these multinational companies,in order to provide reference for the formulation of marketing strategies of multinational pharmaceutical companies in China under the background of volume procurement. |
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