Research On Marketing Strategies Of Multinational Pharmaceutical Companies In China

Based on the empirical research on the adaptable adjustment of marketing strategies of multinational pharmaceutical companies in China under the influence of macro marketing environment and industry policies, the thesis reflects 'no boundary for international marketing' put forward by Philip Kotler and indicates how multinational pharmaceutical companies change their marketing practice in western countries so as to actually realize localization, facing complicated Chinese market.Preface in this thesis first narrates the background and the current situation of the research, and then introduces the main stream of the research, finally points out the purpose of the research. Besides, the theories of international marketing as the theoretical base are also summarized in the preface.Chapter One focuses on the research about the macro marketing environment which affects the pharmaceutical market, especially about demographical, economic, political and legal environment, in an aim to demonstrate the advantages and restrictions created by macro marketing environment.Chapter Two first gives an overall view of the industry. After that, problems existing in this industry are clearly shown. Last but not least, opportunities brought about by new industry policy are clearly shown.The first two chapters dwell on the term 'why', that is to say, why multinational pharmaceutical companies should adjust their marketing strategies in China, which in turn sets up the foundation for further reflection on 'no boundary for international marketing'.Base on these research, Chapter Three probes into the way by which multinational pharmaceutical companies modify their marketing strategies by means of research on RX, OTC and function food respectively when their marketing behavior are limited, so focuses on the term 'how'.In the conclusion part, the term 'what' is answered. For Chinese local pharmaceutical companies, what lessons are given by adjusted marketing strategies of multinational pharmaceutical companies in China, which clearly shows the purpose of the research.The thesis engages in the research by graph data and demonstration.The shining point and innovation is embodied in that in the process of the research, 4P principles are not totally applied in the analysis, instead, based on the research about the macro marketing environment and industry policy, the thesis initially divides the Chinese pharmaceutical market into three categories in the respect of marketing, and alternatively focuses on key marketing factors, because these three markets emphasis on different ones.For instance, in the RX market, individual promotion, price and advertisement are highlighted, but in the OTC market the case is different, sales channels are more important. As for function food market, product and channel are emphasized.