Research On Marketing Strategy Optimization Of API Of HS Pharmaceutical Company

In recent years,the API industry has gradually shifted from European and American countries to developing countries,therefore China’s API industry has gained the opportunity for rapid development.The scale of the API industry and the number of enterprises has continuously increased,it has led to drastic competition among API companies.How to use marketing strategies to rapidly expand the market and maintain market share has become a problem which API enterprises need to solve.HS Pharmaceutical company is known for research,production,and sales of API.After years of development,HS Pharmaceutical company has become the world’s largest supplier of clindamycin API.However,with the intense competition of the API industry,HS pharmaceutical company’s API revenue growth has been gradually slow.It is necessary to optimize the marketing strategies and improve the market share.The paper takes HS Pharmaceutical company as the research object,analyzes the market environment of HS pharmaceutical API by PEST analysis and Porter’s five forces model.The support of National policies and the increasing market size are opportunities for HS pharmaceutical company.The fierce competition of the API industry and the environmental pressure are the biggest threats to HS pharmaceutical company.Through data analysis and management interview,HS pharmaceutical API market mainly has some problems of low competition of new products,unbalanced development of new and old products,not obvious price advantage,slow development of network market channels and so on.The main reasons for these problems are the loss of core R&D personnel,the lack of R&D investment and intensity,the relatively outdated production technology,and the weak market ability of market personnel.According to the 4P marketing theory and the product life cycle theory,the optimal advices of HS pharmaceutical API market strategy are put forward as follow.The product strategies are the product life cycle strategy,the addition of CMO/CDMO products,and the research of new high quality and competition of API products and so on.The price strategies are the product life cycle price strategy,different price strategies and adjustment of price timely.The channel strategies are to expand foreign market channels,build excellent direct selling teams,and strengthen channel information management.The promotion strategies are to increase the proportion of market personnel rewards,increase the network publication,and expand the exhibition promotion.Finally,the guarantee measures of marketing strategy are given to ensure the implementation of marketing strategies,so as to improve the API market competitive ability of HS pharmaceutical company.