Research On Marketing Strategy Of R Company’s Plaster Products

The pharmaceutical industry is closely related to the national economy and the people’s livelihood and the health of hundreds of millions of people.At present,China’s pharmaceutical industry is in a period of rapid development,showing a sustainable and good development trend.As the aging of the population intensifies,the national health awareness is constantly strengthened,and the medical security system is gradually improved,people’s demand for drugs continues to increase.Plaster is an important part of Chinese medicine.It is one of the five major dosage forms of traditional Chinese medicine,namely pill,powder,paste,soup and pill.It has a long history in China.Plaster is a subdivided field of the pharmaceutical industry.This paper takes R Company,a representative of the industry,as the research object,to explore the optimization and upgrading of marketing strategies for plaster products in the context of the current new medical reform,the repeated epidemic and the special environment of Internet.This paper starts with the research background and significance.First,it introduces the research results of the domestic pharmaceutical industry and the research ideas of the paper.Then,it introduces the theoretical basis of the paper and the basic concepts related to drug marketing in combination with the particularity of the pharmaceutical industry.Under the guidance of this theoretical framework,the paper analyzes the macro environment with PEST analysis model,and analyzes the industry environment with Porter’s five forces model as the guidance;The internal conditions of the enterprise analyzed the internal conditions of R Company from the perspectives of resources and capabilities.Finally,the SWOT matrix was used to analyze the strengths,weaknesses,opportunities and threats of R Company.Through comparison,it was concluded that the current WO strategy is suitable for R Company.Through detailed internal and external analysis of the enterprise,practical optimization measures are proposed for the current marketing strategy of R Company,and specific safeguard measures are proposed from four aspects of organization,finance,culture and talents.The innovation of this paper is that there are not a few researches and discussions on drug marketing at present,while the research on plasters is extremely rare.As an old and professional plasters R&D,production and sales enterprise,R Company is very representative.Analyzing the marketing strategy of its plasters products has certain reference significance and reference value for understanding and optimizing the marketing strategy of the entire plasters industry.The application and popularization of new technologies such as the Internet and new media,as well as the sudden epidemic situation,have greatly affected the development of the pharmaceutical industry.It is hoped that the research and discussion in this paper can play a certain role in helping the development of R Company.Through the optimization of marketing strategies,we can help R Company to enhance its core competitiveness.Through differentiated marketing strategies,we can strengthen experiential marketing services,unify product packaging styles,increase gift support and other measures to further enhance R Company’s brand image and promote enterprise development.