Research On Marketing Strategy For Pharmaceutical Product

Since the government increased the spending on health care, basic medical market is facing tremendous business opportunities. For pharmaceutical enterprises, it’s time to adjust marketing strategy, pay more attention to the basic medical market. The writer of this paper is focusing on the research of digestion medicine ASW in company A, to develop the strategy in basic medical market.The first part introduces the development of pharmaceutical industry and company A, and then analyzes the characteristics and marketing strategy of medical products. Company A has made some achievement, but there are still some problems to be solved.The second part analyzes the competitive environment of the industry, summarizes the market characteristic of antidiarrheal medicine:brand scattered, low market concentration. The market environment is considered as fertile ground for cultivating brand products.The Author applies PEST analysis to macro environment factors which the company is facing, through political, economic, social and cultural as well as technical aspects to do business environment analysis.The third part is to plan the strategy based on STP, then describe the target market positioning of ASW.The fourth part introduces the ASW marketing tactics of the company A who adopts product, pricing, distribution, promotion strategy to advance the development of enterprises.Finally, the Safeguard measures are described. Through team building, assurance of product quality," the third terminal" marketing network support system, customer relationship management and many other insurances, the company take the comprehensive management to ensure the effective implementation of marketing strategy.Contributions and shortage of Paper: Although there have been a lot of research related to medicine marketing, but most of it concentrated in the hospital market. The "third terminal" mode of marketing research is not enough.Company A has lot of experience in basic medical market. Company A has a professional sales team and a huge number of customers. It uses advanced network platform for the implementation and maintenance of customer sales tracking, thereby to ensure the effective implementation of the corporate strategy. Now company A has more than200,000primary customer coverage and nearly3,000Sales staff in the basic medical market. Because of the rich market resources and professional marketing team, company A has unique advantage in the market competition. As a new Digestion Medicine, ASW is also the only Chinese medicine in company A., It has great significance for the Research on Marketing Strategy of ASW.