Research On The Adjustment Of The A Pharmaceutical Company Marketing Strategy Under The New Health Care Reform Background

The pharmaceutical industry plays an important role to protect and improvepeople’s health, improve the quality of life, and promote economic and socialdevelopment, and it is an important part of the national economy. Relative to otherindustries, the affection by economic factors is relatively small. According to IMShealth date, from2010to2015, Chinese pharmaceutical market is expected by thecompound growth rate of17.2%(+4.0%) yearly. In2015the sales will achieve822.4billion RMB. In the new health care reform environment, industrialconcentration and upgrade management need to speed up improve. Theimplementation of the "twelfth five-year" plan for our country brings new strongeconomic motivation. Public health service system building, the development ofsocial security system, community health infrastructure, which are the factors toensure the steady growth of pharmaceutical market and very favorable opportunitiesfor the rapid development of the medical market. There will be more intensecompetition, although the medical market is continued to develop by a high speed.The adjustment of the market structure will be further accelerated.For nearly30years, significant changes have taken place in every field of thepharmaceutical industry, such as production, sales, circulation and so on. Themarketing model changed several times, from rebate sales to the academic promotion,from relationship marketing to the knowledge marketing. It is hard to keep up withthe pace of industry. Study the marketing strategy of multinational pharmaceutical companies, base on macro market environment and the pharmaceutical industrypolicy situation. Think how to get strong, sustainable development, how to make theadaptive corporate strategy and marketing strategy under the new health care reform.This article expounds the basic theory of marketing management and moderndrug marketing, describes the domestic medical market environment, nationalpolicies and the social environment, especially policy law environment. Then, thepaper describe the market segmentation, market positioning and pharmaceuticalenterprise marketing strategies. According customer’s point of view, prescription, putforward the product ETV at marketing strategy the advantages, disadvantages,opportunities threats and other issues.Based on unique market environment in China, this paper try to find out thesolution of the actual problems in the marketing practice, by discussing the productpromotion strategy, sales channel management and customer loyalty maintenance.Through this article research, hope that to provide some help for the marketingdevelopment of A company and other pharmaceutical manufacturing enterprises.