Research On The Marketing Strategy Of H Pharmaceutical’s Prescription Drug K

In recent years,China’s pharmaceutical market has maintained a higher growth rate than the global pharmaceutical market.Foreign and joint ventures have also entered the market and improved their competitiveness in the market through price wars,mergers and acquisitions,the introduction of innovative drugs and other ways.Meanwhile,the government continues to implement policies such as drug consistency evaluation,centralized drug procurement and DRGs medical insurance payment.Under the complex and changeable environment,how to carry out marketing strategy research and enhance the market competitiveness of domestic pharmaceutical enterprises has become an urgent problem to be solved.Based on the marketing strategy of prescription drug K from H pharmaceutical company,this thesis takes analysis of the marketing environment and market competition environment of the drug K,by using PEST analysis and porter five model,as well as detailed combings the environment for H pharmaceutical company K drugs impact of marketing strategyFollowing the analysis of marketing environment mentioned above,and in considering of marketing 4Ps,this thesis summarizes the problems existing in the marketing strategy of the drug K,including inconvenient use of product formulation,insufficient clinical evidence-based medicine evidence,and insufficient exploration of brand value.In the pricing strategy,the price lacks flexibility and flexibility,and the terminal price has no obvious advantage.In the channel strategy,poor administration of distributors,solidified distribution channels,lack of scientific and systematic distribution of distributors,and insufficient attention for county medical institutions.In the promotion strategy,low professionalism of sales staff,inadequate management of the management of customer service process,unchanged promotion activities,and inconsistent integration strategy of promotion activities in national systematic.This thesis puts forward corresponding countermeasures for each marketing strategy:improving the defect of product formulation in the product strategy,accumulating more powerful evidence-based medical evidence,strengthening the company’s brand publicity.Price strategy flexible layout of provincial prices,according to the product development stage appropriate to reduce the terminal price.In the channel strategy,establish scientific and reasonable channel management system,introduce new distributor channels,distribute distributor channels scientifically according to the market environment and development stage of each province,expand the marketing channels of county medical institutions.In the promotion strategy,we should strengthen the management and training of sales personnel,formulate clear management methods of customer service process,encourage the innovation of promotion activities according to the change of customer needs,and formulate the integration strategy of nationwide systematic and unified promotion activities.In the promotion strategy,the customer service process management method of "whole-process case management" is put forward,which has certain uniqueness,novelty and practicability.Through the study of this thesis,the problems existing in the marketing of K drug are solved,and the decline of the market share of K drug is reversed,providing guidance for the continuous optimization of the marketing strategy of K drug in the future,and providing reference for the formulation of prescription drug marketing strategy of other pharmaceutical enterprises.