Marketing Model Research On H Pharmaceutical Company Under The New Medical Reform

With the establishment and execution of policy document regarding new reform of national medical and health system in 2009 (New Medical Reform in short), the medicine marketing industry has been meeting both opportunities and challenges. The reform will further stimulate the growth of the medical market capacity, as well as influence medical enterprises. Medical enterprises need to aim at the enlarged scale, intensivism, characteristics and international development. Medical enterprises will face more ruthless market competition, and their marketing model will be impacted seriously under such pressure. Reform and innovation required by new environment has become a key factor for medical enterprises'survival and development.This thesis will take H pharmaceutical company as an example, which is a competitive listed company with Chinese medicine pharmacy feature, to study on its marketing model, and analyze the impact on marketing model of medical enterprise by new reform of national medical and health system. Under the guide of relevant marketing theory home and abroad, this thesis will launch a comprehensive analysis on the adjustment of four basic marketing models and discuss the necessity of development for H pharmaceutical company's current relationship-restraint trade marketing model, research innovation plan for H pharmaceutical company's marketing model under new circumstance, and finally conclude and emphasis the build of value network marketing model. At the same time, paper will analyze implementation strategy and operating system for Value network marketing model.The research result of the thesis could be referred by other domestic medical enterprises, which are about to perform marketing model transformation under New Medical Reform background.