The Research On Market Strategy For Binchun Pharmaceutical Company "YI""Di" Product

The pharmaceutical industry is known a "sunrise industry", since theimplementation of reform and opening up in China, it maintained a high developmentspeed. With the increasing number of patients with cancer, cancer drugs market presentsthe expansion of the state. The expansion of the market caused the entry of newcompetitors, and the foreign capital began to enter the pharmaceutical industry.Pharmaceutical industry use its own strong financial strength and research anddevelopment ability gradually occupy the market, and further intensified marketcompetition.Binchun pharmaceutical company is one of national key high-tech medical groupswhich can do drug research and development, production and marketing.“YIDI” aredrugs in the treatment of non-small cell lung cancer and breast cancer and now they arein the relevant market dominance. In this paper, we used the knowledge of the marketingand combined with our big background of the reform of medical industry and thenanalyzed the macro political, economy, society and technical analysis. It is concludedthat the current pharmaceutical industry market demand is potential and the competitionis fierce. At the same time, we positioned the enterprise by using SWOT method on theanalysis of the present situation of anti-cancer medicine specific areas from the strengths,weaknesses, competition and threat. We thought that the enterprise should put its effortson professional tumor hospitals and secondary grade comprehensive hospitals, at thesame time it should develop comprehensive hospitals which are under the level2grade,pharmacy, and overseas market. Combined the characteristics of enterprise product withother competitive products, we positioned the products as the best cost-effectivemetabolic anticancer drug. In order to ensure the implementation of the marketingstrategy, we suggested that it should construct brand effect, set up the price which isbetween the domestic and foreign common competitive products, and establish a new proxy mode then build the independent sales model of marketing channel. Conductcomprehensive marketing strategy from the staff, academic, advertising and publicrelations promotion four aspects. In order to ensure the implementation of the marketingstrategy, this article suggested that the company should do something about the corporateculture construction, construction of marketing network, improving the drug safety,strengthening the construction of counseling organization to improve the corporatestructure.