Optimization Of Anti-tumor Drug Marketing Strategy Of H Company

Under the influence of environmental pollution,unhealthy lifestyle,aging and other factors,there are a large number of cancer patients in China,and the demand for antitumor drugs is also very large.The huge global anti-tumor drug market and the high profit return of tumor drugs attract enterprises to enter,and the market competition becomes very fierce.Cancer is an expensive and deadly disease.In order to reduce the burden of medical treatment,the Chinese government has formulated a series of medical management policies and systems.Policies and systems such as graded diagnosis and treatment,volume procurement and cancellation of drug have a direct impact on the marketing of anti-tumor drug enterprises.In the new situation,how to carry out the marketing of antitumor drugs needs theoretical research and practical guidance.This paper studies the marketing strategy of H company’s antitumor drugs.Firstly,this paper analyzes the current situation of antitumor drug marketing strategy from the perspective of 4P,and points out four problems existing in antitumor drug marketing.Secondly,PEST method is used to analyze the external environment of the existing antitumor drug market,and Porter’s five forces model is used to analyze the competition of antitumor drug industry.Using SWOT analysis,combined with the advantages,disadvantages,opportunities and challenges of H company,this paper points out the strategic direction for the future.Finally,on the basis of comprehensive analysis,this paper puts forward some suggestions on the optimization and improvement of anti-tumor drug marketing strategy of H company,and defines the guarantee measures for optimizing anti-tumor drug marketing strategy.H company has some problems in the marketing of antitumor drugs,such as too narrow target market positioning,homogenization of products,single marketing channel and lack of innovation in promotion mode.Under the current anti-tumor drug market environment and industrial competition situation,H company needs to optimize its marketing strategy,that is,reposition its target customers,change from the current product strategy of "focusing on generic drugs and supplemented by innovative drugs" to the product strategy of "paying equal attention to generic drugs and innovative drugs",and vigorously promote the digital marketing strategy.Accordingly,H company needs to improve its marketing strategy.