The Application Of 4C Marketing Theory In Medicine Marketing

At present, Chiness economic system has changed from planned economy to a market economy. The reform of economic system has had a major impact on the medical system, China's pharmaceutical industry has a rapid development under the implementation of Drug Classification System, a new drug market - non-prescription drugs (OTC) market. OTC and prescription drug marketing strategy were significantly different,So a single marketing strategy can not get with the highly competitive market effectively,and the enterprise needs to adjust timely. Marketing theory is the cornerstone of marketing strategy, marketing theory.The pharmaceutical industry has inadequate development comprised with the traditional industries such as: business, So it can learn mature 4C marketing theory from other industries, to guide pharmaceutical companies and improve itself.This article analyzes the current marketing environment of our pharmaceutical industry.Enterprises survive in a particular social, with a combination of macro-environment and micro-industry environment. Corporate marketing strategy is determined by the analysis of the living environment of the enterprise. So the marketing environment analysis is particularly important for pharmaceutical companies when making marketing strategy. Marketing theory in terms of the 4C includes two effects: the possibility and necessity. Macroeconomic environment include economic environment, law and policy environment, consumer environment, natural and geographical environment, social and cultural environment, industry technical environment; micro-enterprise environment, including industry characteristics, industry sales characteristicsThis article analysised the differeces between the prescription drugs market and OTC market from four aspects: product, price, promotion , distribution acoording to the regular pattern of traditional industries and their own situation based on 4C marketing theory. The mode change that studying the market influcing factors shoud followed has been provided in this article . That is the old "outside-in" thinking model that "consumers should pay attention to,"shoud change into the new "outside-in" thinking mode that "Please note that the consumer" .the laws that the conversion and implementation of marketing strategies to be followed and precautions are aslo involved in this article.Two different marketing models was listed according to 4C theory under the situation of China: The Conference marketing mode and DTC marketing mode, and the pros and cons of the models are analysised to provide a scientific, practical reference to the pharmaceutical companies when developing marketing strategies...