Transformation And Countermeasures Of Strategic Management For Pharmaceutical Company After Implementation Of Centralized Bidding & Purchasing System

To improve illogical mechanism in the pharmaceutical circulation field, centralized drug bidding & purchasing system was started generally in commonweal medical treatment institutes in our country in 2000, which has completely changed the external marketing environment of pharmaceutical enterprises, and enterprises have to remake their strategy by taking into consideration of their industrial policies and their internal resources distribution. What medical enterprises used to rely on to survive has been changed from rights, relationships, brokerage etc. to information, quality, prices, reputation, channels etc. Under this mechanism, the marketing mode of pharmaceutical company has to be changed from product-oriented in the past to market-oriented now, and the way for the change is the procedure of getting used to the mechanism of centralized drug bidding & purchasing system. There are mainly three parts in this dissertation. The first one introduces theoretically the concept of strategy transform and necessity of the implementation of it, briefly explains the research status of public bidding and purchase internationally; and dwells on the related concept of centralized drug bidding & purchasing system, process, assessing criterions and methods. The second part starts with the reform history of pharmaceutical enterprises marketing in our country and the introduction on the background of centralized drug bidding & purchasing system, explores the influence on the marketing mode of pharmaceutical enterprises in our country after the implementation of centralized drug bidding and purchase system. The last part analyses and predicts the direction of medicine industry reform and possible improvement for centralized drug bidding and purchase system. After theory analysis, presents the countermeasure of marketing transform against the centralized public bidding and purchase: to construct market-oriented information collection mechanism and make own brands to win market and social acceptance; and that is the way to survive and develop under the mechanism of centralized public bidding and purchase system.