Bristol-Myers Squibb Company Multinational Marketing Case Research

Objective:From 2004 to 2006, our country's medicine companies just experience come from government, medium and consumer's continuously queries, nation's medicine macro view of adjust and control strength continuously enlargement, to some extent influence and change business enterprise of development, make the whole medicine companys be placed in overcast appearance, main performance in the drugs continuous reduce price, drugs classification management, prescription drug limit sell, advertisement take charge of, stroke medicine business bribe etc..Facing the marketing predicament, in the future vehemence of market competition in, medicine business enterprise can existence?How is existence?Facing such the market environment of complications, medicine management creation a series of perplexity:"How does the clinical expansion do?Can the old mode would re- be in use?" How under the medicine environment that new better existence development, how carry on a marketing innovation, strengthen business enterprise brand, promote sale growth, becoming a lot of medicine personage of graveness hard nut to crack.Passing Squibb company multinational marketing case of overall analysis. Under the new situation, to domestic companies have no market investigation, have no product development, have no brand publicity, also have no perfect thoroughfare management of medicine business enterprise, It can say, at present stage and future development top the establishment real meaning of medicine marketing, the medicine market have to walk top health of marketing road, the medicine business enterprise have to lead into health of modern marketing mechanism.Methods:The company marketing case of Squibb of analysis is an establishment at the research methods of science .This paper usage substantial evidence analysis and norm analysis connect to match, induce a method with deduce a method to combine together, main is pass to introduce the related marketing contents of Squibb company and according to time the sequence data carry out main measure to carry on introduction with result, comprehensive everyone's voice and author of evaluation to Squibb development of success of the place give affirmation, and find out the place of experience and shortage worthy of draw lessons from. This paper is main in the research the process usage substantial evidence analysis and norm analysis connect to match, induce a method with deduce a method to combine together.In the research, this paper is from Squibb company of development, it is in the marketing strategy and strategy of establishment and implement top many case, carry on objective analysis, combine marketing theories.Meantime, summarizing its theories result.On top of that, this paper try an usage to induce analysis method, from Squibb company the success the practice of marketing, summary current medicine business enterprise marketing development of direction and strategy method;Take the company of Squibb as to according to fasten on this foundation, practice to carry on contrast to medicine business enterprise in China, put forward correspond of marketing development measure.Results:Facing our country of medicine macro view adjust to control, Squibb company is absorbed in the need of consumer and take orders a company for a hundred years perfect systems, usage science of marketing strategy, progressively encourage employee progress and development, under the new situation that the whole medicine companies all be placed in fall that still keep 30% sale growth, it reply market environment variety, marketing strategy and brand strategy of establishment, the marketing network be excellent to turn to subdivide of case analysis, for our country of make a medicine business enterprise in the marketing realm of health the development with draw lessons from a function.Passing a rightness above main contents of implement carry on analysis introduction with result about Squibb development of success of the place give affirmation, and find out it experience worthy of drawing lessons from.Especially to our country medicine business enterprise of health development, have already drawn lessons from a function.