Research On Optimization Of Marketing Strategy For L Company’s API Market

The pharmaceutical industry is a major trade affect the national economy and the people’s livelihood.With the continuous development of medical technology and the continuous growth of population size,various branch markets in the medical field have begun to show a vigorous development trend,and people’s demand for health has also become diversified.The medical market develop rapidly.Currently,the medical reform has been continuously deepened,with policy guidance from the government on centralized procurement and medical insurance fee control,followed by consistency evaluation,accelerated approval of new drugs,and further promotion of the drug listing license holder system.The structural adjustment of the industry has begun.With the deepening of the medical reform,the industry is facing a reshuffle.How to adapt to the trend of sustainable development has become an important challenge for enterprises.As the upstream industry of pharmaceutical preparation products,the quality of raw materials directly affects the efficacy of drugs.With the successive introduction of environmental protection policies,many production capacity with serious pollution and backward technology have been eliminated,and the industry concentration has been increasing.Under the guidance of access standards of different countries,the homogeneity of API products is serious,and the competitive advantages of enterprises are more reflected in product quality,cost control,marketing and other aspects.This paper takes L Company as a case,analyzes the internal and external environment of the company under the new medical reform environment,and discusses and develops the marketing strategy optimization plan of L Company with the help of basic theories and research results in marketing.Through SWOT analysis and interview analysis of L Company,it is found that L Company exist several problems in marketing management:unclear market segmentation,single product and lack of portfolio management,incomplete price strategy formulation,relatively chaotic channel management,lack of effective promotion strategies,etc.In view of the above problems,combined with the ability and resources,develop marketing plans that are suitable for the company and meet the market.The market is subdivided according to the three dimensions of sales area,access standard and customer strength,and the target market is selected from different dimensions for analysis and market positioning.In terms of marketing strategy optimization,by enriching product levels,optimizing product mix,formulating differentiated pricing strategies,optimizing domestic and foreign channel strategy programs and promotion programs,we can provide marketing strategy optimization programs for the sustainable and healthy development of L Company,and also take this opportunity to provide valuable reference for the optimization of marketing strategies of API companies.