Research On Marketing Strategy Optimization Of GH Pharmaceutical Group Under The Background Of Medical Reform

This paper selects GH Pharmaceutical Group as the research object,which is a large comprehensive medical industry group that integrates the production and sales of pharmaceuticals,medical devices,consumables,and medical services.Currently,with the continuous promotion of pharmaceutical deepening reform,the policies of "national centralized procurement" and "quantity procurement" have been officially implemented." Pharmaceuticals agency" as the pillar business of GH Pharmaceutical Group,has been greatly impacted.At the same time,the policies of "domestic substitution of medical devices" and "key technology innovation" have been implemented one after another.With their joint promotion,the group has actively sought change and shifted its focus on independent R&D,production,and sales of domestic dental devices as facing significant changes in the internal and external strategic environment.Through a series of marketing strategy optimization and innovation,it has led enterprises out of difficulties.Therefore,this article conducts investigation and research on the marketing strategy of GH Pharmaceutical Group,which holds an important realistic significance.This paper mainly adopts the method of combining theoretical and practical research.Firstly,it systematically combs and comments on the concepts and theories of "academic marketing","new media marketing","7P service marketing","Segmenting,Targeting and Positioning " and "value co-creation".In further,it also introduces the "7P service marketing in the medical field","academic marketing in the medical field","new media marketing in the medical field ",the current status of documents research in specific fields such as "academic marketing and corporate culture in the medical field" and "value co-creation marketing".Secondly,the internal and external environment of the group was analyzed by using related tools.The analysis on the internal conditions of GH group highlights on the performance of the dental device market,and presents an evaluation on the group’s marketing resources as well as capabilities in the dental business.Then,the Porter Five Forces model was utilized to analyze the external competitive environment of GH group,and a comparative analysis was conducted on the industry competitive environment and key competitive elements before and after the medical reform.After that,using internal interviews and survey questionnaires,the key measure is taken on investigating and researching the marketing strategies of GH Pharmaceutical Group’s dental device business.Combining relevant theories such as 7P service marketing strategy combination,new media marketing,and medical academic marketing,the key issues on marketing strategy are identified and the underlying reasons are analyzed.Finally,based on the current situation and problems of the group’s marketing strategy,the objectives and principles on targeted optimization plan are designed.The specific and feasible optimization suggestions on marketing strategy are proposed from seven dimensions considering the company’s own capabilities.The basic conclusions come out of research are as follows.Firstly,academic marketing is a key measure for GH Pharmaceutical Group’s device marketing.Secondly,new media marketing is an effective "amplifier" and "accelerator",not only for GH Pharmaceutical Group’s academic promotion,but also for promotion on dental products and technology.Thirdly,GH Pharmaceutical Group’s marketing strategy design emphasizes the role of "pulling".Fourthly,GH Pharmaceutical Group’s marketing strategy optimization focuses on systematicness and coordination.Fifthly,GH Pharmaceutical Group needs to spotlight optimizing strategy of products,marketing personnel,processes,services,differentiation on customers and users.