Research On Marketing Strategy Of M Company K Antifungal Drugs

Since the reform and opening up,China’s pharmaceutical industry has been growing at a fast speed.This is faster than the rest of the world’s growth rate,so the domestic market has become a key battleground for multinational drug companies.In recent years,China continues to promote the reform of the medical and health care system,so that the competition environment has a further change.In order to adapt to the changing market environment,the major pharmaceutical companies constantly adjust their marketing strategies.In this paper,the anti-fungal drug K of M company was taken as the research object,and relevant marketing theories and methods were adopted to study its marketing strategy,which has certain positive significance for the marketing of anti-fungal drug K of M company.The main contents of this paper include:first,analyze the internal and external marketing environment of M company.PEST analysis is mainly used to analyze the political environment,economic environment,social environment and technical environment of the enterprise.Market demand and market competition of the current antifungal market are analyzed.The analysis of market competition mainly starts from four aspects:bargaining power of suppliers,bargaining power of buyers,threat of current competitors and invasion threat of new competitors.After clarifying the market demand and market competition,SWOT analysis is conducted on company M to find out the current strengths,weaknesses,opportunities and threats.Second,on this basis,STP analysis tool was used to segment the market and confirm the target market selection and market positioning of K antifungal drugs.Market segmentation mainly includes segmentation according to hospital level and geographical variables.The selection of target market includes the selection of target departments and target patients.Thirdly,formulate the marketing mix strategy including product strategy,price strategy,channel strategy and promotion strategy,and finally put forward the guarantee measures of marketing mix strategy.The formulation of the above marketing strategy has certain reference significance and value for improving the marketing management level of M company’s K antifungal drugs and improving its market competitiveness.