| With China’s sustained and rapid economic development, the government attaches great importance on people’s livelihood. In order to solve the issues such as the difficulty and high cost of getting medical service, the government reconfirmed medical and health undertakings as a public welfare. Meanwhile, a wide range of reforms for health system are performed in order to minimize the financial burden of patients and improve social security. Therefore investment in medical and health undertakings is being increased yearly, which is a good opportunity for pharmaceutical enterprises in China.With the new medical reform policies propelled deeply and drastic changes of the interests of relevant parties in medical market gambling, the pharmaceutical industry will face a "big reshuffle". It means that pharmaceutical companies should make a fundamental adjustment of old marketing mold to adapt to changes in public medical demand, which has much more impact on small and medium-sized pharmaceutical enterprises (SMPEs) with both opportunities and challenges.On the basis of marketing theory as well as new medical reform and special requirements in pharmaceutical market, we focused on the products to analyze the main polices and status of SMPEs as well as opportunities and difficulties they confronted with, and probed to establish a new marketing strategy for SMPEs, which they may build a appropriate marketing mode for references.The paper contains five parts as below:Part 1 Description of background, objective, contents and methods of research.Part 2 Overviews of background, main issues and main contents of new medical reform.Part 3 Influences on SMPEs caused by new medical reform.Part 4 Adaptability of major marketing modes in pharmaceutical industry before and after new medical reform.Part 5 Suggestions on marketing mold of different competitive products based on the SMEs distinctive features with combination of policies of new medical reform. |
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