The Optimization Research Of Investment Pattern In GH’s Prescription Drugs

Since the reform and opening up, China’s rapid economic development and at thesame time, the pharmaceutical industry has maintained a rapid development. Accordingto the IMS (IMS Health) prediction, the Chinese pharmaceutical market is expected in2020after the United States to become the world’s second largest pharmaceuticalmarket, the market capacity will be close to$220000000000. Prescription drugsaccounted for China’s pharmaceutical market share of nearly75%, prescription drug inthe central part of the pharmaceutical industry. The prescription drug business modelappeared in the ninety’s of the last century, because it can do the complementaryadvantages, resource sharing, rapid expansion and benefit sharing advantagesenterprises and agents, so it is adopted by most pharmaceutical enterprises. However,investment mode in the prescription drug sales no mature experience can learn from,there is no ready-made theory to guide the enterprise managers a scientificunderstanding of the business model of the adaptability and reasonable performance.Many enterprises in the practice also encounter many problems in the process of.Company GH is a new drug research and development as the core of the modernpharmaceutical enterprises. Because of the company in the domestic pharmaceuticalindustry started relatively late, in order to expand the market rapidly, so the smallinvestment, quick start, low risk business model in the marketing mode.In this study, taking GH as an example, from the three aspects of the macroenvironment, the pharmaceutical industry competition structure and GH micro businessenvironment, with the "PEST analysis","Potter’s five forces model" and "GE model",uses structured analysis method, on which GH company faces business environment isanalyzed systematically, find ways and solutions to optimize the prescription drugbusiness model of GH company. Through the analysis and the research status ofprescription drug business model of GH company, with the help of the supply chainmanagement theory, the principal-agent theory and service marketing theory, from theterminal market management, customer management, sales team management andspecialized academic promotion and so on, the company GH prescription drug businessmodel optimization, formed a set of the prescription drug marketing mode, in order toexpand product market share, thereby increasing the performance of the enterprisepurpose.