| As the first targeted drug to improve the treatment status of ovarian cancer,company A’s anti-tumor product,PARP inhibitor--Lynparza,was first approved for marketing in the United States in December 2014 for targeted maintenance therapy for ovarian cancer patients after standard treatment mode surgery + chemotherapy,and was launched in China in August 2018.It has experienced more than 3 years of clinical promotion in China,from the initial introduction of imported original research to the experience of two rounds of national price reduction,till now there are 3 competing products on the domestic market and several competing products under development.In recent years,the pharmaceutical industry is facing great reform,domestic enterprises vigorously develop innovative research and development,foreign enterprises pay close attention to compliance management,in the marketing ability of each enterprise is shortening the gap,Therefore,the development of the product line began to face unprecedented challenges.The company needs to adjust the marketing strategy of the product line and formulate the product marketing strategy in line with the real situation to cope with the increasingly fierce competition and development of the industryMain research object of this article will focus on the marketing strategy of Lynparza optimization for A company goals,combining with the current domestic and foreign related research,study in fully under the premise of the market marketing related theory,summarizes the characteristics of antineoplastic drugs and marketing mode,and using the theory of learned MBA stage marketing related detailed analysis was carried out on the line,The current marketing status and future development problems of Lynparza are analyzed.Then for the overall anti-tumor drug market,the industry environment of Lynparza is analyzed in detail.Use the SWOT analysis to re-examine Lynparza product line,list the current advantages and disadvantages,then summarize the current and future threats and opportunities,and formulate feasible strategies based on the conclusions drawn from the above analysis.Finally,use the STP marketing strategy to find out the market segmentation,market target and product positioning of Lynparza product line.At the same time,use the 7P marketing theory to systematically and comprehensively analyze Lynparza product line according to the current industry development trend.Through the final formulation of Lynparza marketing strategy mix,Through the analysis of compliance first,personnel protection and enterprise culture,the implementation of the guarantee strategy. |
