Research On Optimization Marketing Strategy Of HS Pharmaceutical Company

In the context of the continuous advancement of the new medical reform policy,state-owned enterprises and private enterprises have rushed into the market and competed fiercely.Hospitals,community pharmacies,pharmaceutical companies and other pharmaceutical market players are determined to innovate,through network technology,terminal construction,and drug price management,community sales extension and other means,in order to promote the new upgrade of pharmaceutical sales and the new growth of pharmaceutical economy.Under the new situation of the once-in-a-century new crown epidemic and the normalization of the fight against the epidemic,due to the extensive channel management,lack of core technology,vicious price competition and other problems,the customer’s drug demand and the supply of the pharmaceutical market still cannot be coordinated.Therefore,how to solve the long-term crux of the imbalance between supply and demand in the pharmaceutical market from a micro and creative marketing perspective is an urgent problem that needs to be solved recently.This paper takes HS Pharmaceutical Company as the research object,using literature research,questionnaire survey,qualitative analysis,and PEST and SWOT analysis tools to systematically analyze the marketing development status of HS Pharmaceutical Company from three aspects: enterprise profile,competitive environment analysis,and marketing status.By studying and summarizing the research status at home and abroad,and comparing and analyzing the marketing strategies of pharmaceutical companies at home and abroad,we choose 5R theory as a relatively micro breakthrough.Through the theoretical analysis of the 4P marketing of HS Pharmaceutical Company,it is concluded that the product development potential in the marketing process needs to be strengthened,the price system needs to be adjusted,the marketing channel needs to be innovated,the brand building needs to be strengthened,and the marketing planning needs to be improved.At the same time,by comparing the data of the questionnaire survey,using the 5R theory of correlation analysis,feeling analysis,response analysis,return analysis,and relationship analysis,it is concluded that the current main consumers of the company are middle-aged and elderly people,consumers are highly satisfied with the product quality and efficacy of HS Pharmaceutical Company,after-sales service activities need to be enriched,online marketing is missing,and the overall brand communication is weak.Finally,based on the marketing development status of HS Pharmaceutical Company and the analysis results of questionnaire data,relevant optimization measures are proposed by using the five elements of 5R theory: clear product positioning,and continue to supplement research efforts;Focus on consumer demand and implement tiered prices;Take advantage of network publicity to broaden marketing channels;Strengthen terminal construction and enhance brand effect;Pay attention to relationship management and integrated marketing planning.Finally,relevant safeguard measures are proposed from four aspects of scientific research,organizational innovation,personnel construction and technology cultivation to promote the implementation of HS Pharmaceutical Company’s marketing strategy optimization.It is hoped that the research in this paper can provide new ideas for the marketing strategy of HS Pharmaceutical Company,and bring some intelligent support to the future operation scheme reform of HS Pharmaceutical Company.