Study Of Service Marketing Strategies Of Pharmaceutical Companies

With the accession to the progressive realization of WTO commitments, the gradual deepening of the reform of national health system, as well as the impact of global economic crisis, the survival and development of China's pharmaceutical enterprises and external environment is undergoing profound changes, the marketing model of pharmaceutical enterprises is under attack, and the marketing services has become an irresistible trend.This paper first discuss the theoretical basis of marketing services, the basic concepts and 7Ps service marketing strategy, then a specific analysis of China's pharmaceutical marketing environment and its facing change: the strengths and weaknesses of Pharmaceutical enterprises service marketing, the opportunities and threats of Chinese medicine enterprises, the impact of financial crisis to the pharmaceutical industry, and the impact of new medical reform to existing marketing model. Then through the research of the consumer's buying behaviour, proposed issues that pharmaceutical enterprises Services Management should pay attention to. On this basis, explore the choices of marketing strategy services for China's pharmaceutical enterprises in an increasingly competitive market, including services marketing mix strategy and implementation services.Through the study of this paper, hope it will enable pharmaceutical companies understand the drugs additional characteristics of intangible services in a new market environment, select and implement scientific medical services marketing strategy to promote the realization of pharmaceutical companies' marketing goals.