Study On Marketing Strategy Of QL Pharmaceutical Company’s Antineoplastic Drugs

Now China is the second largest pharmaceutical consumer country after the United States,and it still continues to grow,with an obvious advantage as a super-large-scale market.In recent years,more and more famous international pharmaceutical companies have built production bases in China,including all the top 20 pharmaceutical companies in the world,which reflects the fierce competition and the great market potential of the domestic pharmaceutical market.At present,transnational pharmaceutical enterprises with advanced pharmaceutical technology and R&D technology occupy a large market share in the domestic market.However,in recent years,as China is comprehensively promoting pharmaceutical reform,domestic pharmaceutical enterprises have also undergone profound changes in R&D,production,operation,sales and other aspects,especially some large domestic pharmaceutical enterprises,which take advantage of opportunities to integrate resources and improve their competitiveness.As the national living standards of the Chinese people continue to rise,the public’s demand for medical products is also increasing.In this context,QL Pharmaceutical Company,a large domestic pharmaceutical manufacturer that mainly develops and produces anti-tumor generic drugs and innovative drugs,should seize the opportunity and strive to improve its sales performance in the competition with multinational pharmaceutical enterprises and other domestic enterprises,so as to face the increasingly competitive pharmaceutical market and continue to develop.This paper has comprehensively analyzed the Company’s market positioning,competitive environment and market cultivation strategy in anti-tumor drugs,as well as other existing problems in its marketing process,and then strives to give practical improvement measures based on its actual situation.It is hoped that it can provide valuable insights for QL Pharmaceutical Company to increase its sales volume,achieve its overall marketing objectives and expand its market share.This paper used the STP theory and 4P theory,and tools such as the PEST analysis and five forces model analysis,to analyze the macro-and micro-environment that QL Pharmaceutical Company is faced with,examined the Company’s internal marketing environment from multiple angles,and with the help of questionnaire survey and interview methods,we will explore in detail the main problems that exist in the marketing process of QL Pharmaceutical Company.In order to facilitate the smooth progress of the marketing work of the case enterprise and promote its continuous enhancement of comprehensive competitive strength.Based on the STP theory,this article proposes the target segmentation and segmentation of QL Pharmaceutical Compandy’s anti-tumor drug STP market.In response to the marketing strategy issues of the case object’s anti-tumor drug market,effective improvement plans are proposed around four aspects:product,price,promotion,and channel.Finally,the paper also proposes three actions to guarantee the implementation of the Company’s anti-tumor drug marketing strategy:establishing a department for patient education and brand development,increasing the investment of marketing-related resources,and setting up a better and scientific marketing incentive mechanism.