A Study On Pifzer (China)’s Government Relationship Management Strategy And Operation

The government is not only the implementing agencies of state power, but alsorepresentatives and practitioners of the interests of the state and the overall interest of thesociety and corporation interests to varying degrees. Therefore, any enterprise has aproblem of government relations. The government is a major stakeholder of enterprise, thegovernment relations is an important aspect in coordinating external relations ofenterprises, is a major social capital. Government relationship management is crucial forthe development and even survival of enterprises; therefore enterprises should pay moreattention to government relations, and consider government relations management byplaying it into strategic areas.This study mainly focuses on Pfizer’s government relation management onprescription medicine ‘Champix’. Byclarifying the theoretical basis of the relevantgovernment relationship management, monitoring the dynamics of the Pfizer and itstobacco control products, and analyzing Pfizer government relations management modeland method, the study finds out the strategy Pfizer has used is a proactive approach. Pfizerhas initialed two major events to solve the key problem of ‘Champix’, which are‘smoke-free hospital (including smoking cessation clinic set up)’ and ‘smoke-free Expo’.Through this, Pfizer has successfully solved three levels of problems faced by ‘Champix’,which are the channel is not smooth, the market is not well developed, and there is nopolicy support.Aftersummed upthe necessary conditions for enterprises to take a proactivestrategy,reference models and methodologies, this studytry to provide somecertainreference information for the enterprises’ operating in China’s complex politicalenvironment.