Research On Marketing Strategy Of OTC Drugs In KH Pharmaceutical Company

After the normalization of the global covid-19 epidemic,the residents’ self-medical consciousness and the health care consciousness of preventing and treating diseases and strengthening their bodies became stronger,the popularity of self-medication and the rapid development of online drugs have brought broad prospects for the development of OTC drugs.The combination of "Internet plus" with the medical industry has created many new areas such as online diagnosis and treatment and drug delivery in the same city,while the OTC market is facing new opportunities and challenges.KH Pharmaceutical Company is a well-known listed pharmaceutical enterprise in China.It has its own special production line and sales model for otc drugs.Since its establishment,it has launched 6 otc drugs.Despite the impact of the epidemic,overall sales declined in 2020.In 2021,with the rapid recovery of the company’s operation,the sales volume of all products increased significantly,with the overall year-on-year growth rate of nearly 10%.This paper analysis the KH company over-the-counter medicines marketing environment,combined with the company internal and external overall research,macro environment on the over-the-counter drugs on the company marketing the political,economic,social and technological environment researches in four aspects,and industry competition on the market,competitors,suppliers,customers,to discuss the potential competitors and substitutes,SWOT is used to analyze the company’s marketing strengths,weaknesses,opportunities and threats.Then,based on the company’s operating environment,we designed consumer questionnaires and conducted research.It was found that the current marketing strategy has problems such as unclear market positioning,insufficient product competitiveness,insignificant price advantage,insufficient channel impetus and uninnovative promotion methods.The research results show that KH company should be combined with the population aging trend,the marketing focus of non-prescription drugs in the treatment of cardiovascular and proprietary Chinese medicine on diabetic peripheral neuropathy,make full use of independent research and development of enterprises,the advantages of the national invention patent and the health care class a drugs,over-the-counter medicines marketing strategy optimization strategy,including two levels: In the optimization of marketing market strategy,market segmentation can be carried out according to the size and type of channels and the age characteristics of consumers,and different target markets can be developed by adopting the strategy of continuous stability maintenance and active expansion.Finally,market positioning can be carried out based on the form of channels and customer needs.In the optimization of marketing mix strategy,product strategy includes product innovation and product service,customer value-oriented pricing strategy,channel strategy includes traditional channel optimization and establishment of e-commerce sales channel,and promotion strategy includes advertising promotion,online promotion and discount promotion.Finally,it is further proposed that the implementation guarantee includes the establishment of effective organization guarantee,enterprise culture system guarantee and talent employment system guarantee.