Research On Path Of Transformation And Development Of Small And Medium-sized Pharmaceutical Enterprises Under The Situation Of New Medical Reform

The medical and health industry is closely related to people’s lives and has a important impact on China’s social stability.With the gradual opening of the market,China’s pharmaceutical industry has developed rapidly,withits industry status has gradually improving.Many large enterprises have entered the pharmaceutical market,the competitive environment has become increasingly fierce.At the same time,the rapid development of the pharmaceutical industry is accompanied by the emergence of manypharmaceutical companies with small scale,inconsistent resources,and poor innovation.After the implementation of the “new medical reform” policy in 2009,small and medium-sized pharmaceutical companies are facing new opportunities and challenges.If the company fails to meet the standards,it will face the risk of elimination.However,if the company meets the standards,it can quickly enter the forefront of the industry.This thesis takes small and medium-sized pharmaceutical companies as the research subject,and proposes the innovative development path and differentiated marketing strategy for those enterprises under the new medical reform situation.First of all,it uses industry change theory and path dependence theory to explain the industry changes and the urgent situation of small and medium-sized enterprises.Through the analysis of demand-driven driving factors,this thesis presented the innovative development path.Secondly,the article analyzes the marketing system.Combined with Porter’s five-force model and 4P marketing theory,this thesis provides feasible and differentiated marketing strategy recommendations.Through the case analysis of Z-Enterprise,it can be find that only taking the transformation path which suitable for enterprises can make itself become a winner in the new medical reform.