Bristol-Myers Squibb Company Monprial Products Marketing Strategy Research In China

China aging of populations arrived, cardiovascular disease caused by hypertension is the first factor for population death, simultaneously becomes one of the Chinese government public topics. In recent years, the Chinese government was enlarging people's medicine disbursement unceasingly, improved resident's quality of life.The squibb company develops the market earliest for the world 500 strong drugs manufacture enterprises in chinaFor serveing Chinese people with this company's hypertension product Monopril,this article starts from the Chinese medicine industry analysis, has made the elaboration to the competition enterprise research and development organization and the superiority, the competitor product present management situation in china, the competitor large-scale clinical medicine research analysis, combined squibb company's enterprise interior superior inferiority, the SWOT analytic method and the comprehensive marketing theory, determines the Monopril n product in the cardiovascular office and the kidney offices market segmentation and the localization, At the same time, applies the 4P theory and the product life cycle theory, forms the Monopril product the marketing plan, through the new market plan's implementation, enhances the Monopril net sales and the market increasesing, the extension squibb company hypertension product Monopril product life cycle, enhances the squibb enterprise competitive power in china.Evidence-based Medicine is the present paper for the market segmentation and the competition important ponder and the starting point, the artical innovation is the utilization internationally appraises the drugs quality to follow the card medicine evidence to contrast between the enterprise the drugs quality, and displays each competitor enterprise drugs large-scale clinical trial like VALUE research and the VALIANT research to appraise the drugs the indication strong and the weak, and choose and the discrimination competitor from Evidence-based Medicine, these large-scale clinical researches published in the international medicine magazine for the Lancet with the N Engl J Med authoritative magazine. Its function and the significance are the guides for the clinical doctorsThe drugs industy is a special industy, Evidence-based Medicine hold the important position in the sales process, the drugs simultaneously is the user and the policy-maker separates, doctor is the drugs use policy-maker, masters the medicine specialized knowledge and the prescription power, therefore the artical analysis customer is the doctor, by the large-scale clinical trial to elaborate that the drugs good and bad points to affect doctor's drugs choice, the artical has carried on the induction summary using the form to competitor's large-scale clinical research, displays each large-scale clinical research the goal, the selected crowd, the contrast medicine, the research result, the union medication, to treat hypertension drugs different mechanism's system introduction exhaustively and so on, simultaneously in the article the part utilizes some medicine technical expression and the specialized Latin language.