| The pharmaceutical industry, is one of the most important industries in national economy, which also reflect the development of market directed economy and material culture. China pharmaceutical market grew very fast after China’s reform and opening policy. It was reported tat the CAGR of pharmaceuticals in China was over20%from2005to2010and China has become the third largest pharmaceutical market since2010. It is forecast that the total market size will keep on increasing by12%CAGR from2013to2020, which has already reached926.1Mio RMB by2012.The development of county-level hospital and basic healthcare system is one of the key tasks of China’s new medical reform, which was effective at the end of year2008.The actual national healthcare spending from2009to2011was1240.9billion, which exceeded the budget by390.9billion.39%of the total spending was used for supporting rural insurance, while30%for developing basic medical units. The New Rural Cooperative Medical System covered2637counties, benefiting832million participants by the end of2011.2200county-level hospitals and33000basic medical units were constructed or reconstructed through the state financial spending from2009to2011. It was reported that one of the key goals of new medical reform is to develop rural healthcare service and to treat90%of the common diseases, frequently-occurring diseases, critical and complex diseases in counties. With the development of county-level medical and healthcare units, more than900million people are treated and the pharmaceutical market are also flourishingly growing. It is forecast that the market size of county-level region will be1/3of total China pharmaceutical market by2015, which provide a golden opportunity for pharmaceutical company based on the huge market potential.X Co. is a famous global pharmaceutical company which was founded more than100years ago. It founded the first office in China in1996and right now its business only covers the municipal districts of capital city and prefecture city. Therefore, county market is its un-tapped market as most of other multiple national companies. How to explore county-level pharmaceutical market is a crucial problem to be solved against the increasing market size.Backed up by modern marketing theories as SWOT analysis, market segmentation, targeting and position,4Ps and team buildup, the author analyzed the situation and feature of county pharmaceutical market, the opportunities and challenges the company faced, the strength and weakness the company possessed. The author also evaluated the attractiveness of county segmentation and positioned X Co. in county market. Finally, the author gave suggestions on product portfolio, pricing, distribution, promotion as well as sales force management strategy for developing county pharmaceutical market, which provided feasible marketing strategy for management team of X Co. and other multiple national pharmaceutical companies who also would like to force into county market. |
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