A Study On The Differentiated Marketing Strategy Of Prescription Drugs Of MCS Company

Marketing management is the knowledge that entrepreneurs are keen to research. Especially, after China’s reform and opening up, Entrepreneurs’mien stands out. Chinese entrepreneurs and managers continually study and learn marketing management. Marketing Management is a great knowledge, and inextricably linked to the survival of the enterprise. The pharmaceutical industry develops rapidly in China; and the amplification in recent years has been the first few in the world, all the foreign pharmaceutical industries are optimistic about the big cake, and make efforts to develop their own space in China.MCS company is German medicine company, though it had long history and developed rapidly, the time entered China is not as early as some foreign-funded enterprises such as Pfizer, Bayer and Glaxo, the developing pace in recent two years is not slower than that of them. Because some research institutes predicted that the development of Chinese medicine will catch up with other countries such as Europe and the United States, the MCS company should seize this good opportunity to grow up quickly. This thesis mainly studied MCS company, and explored the company’s external environment, internal environment, adjustment of government policy, market and industry factors that impact on enterprise, and worked out the more appropriate marketing strategy. According to the internal environment analysis, getting that the company has advantages such as stable staff, reasonable department structure and so on, and disadvantages which are product market positioning propaganda does not reach the designated position, academic thoughts in the practical application doesn’t unify with realistic sales. From the external environment analysis, knowing the opportunity of sustained growth of Chinese economy and high-end drug demand increased, and the threat on company drug sales from generic drugs and medical insurance policy of limitation for expensive medicine reimbursement. This paper was based on differentiation marketing theory, combined with the characteristics of the products in the company, and formulated the product differentiation strategy, service differentiation strategy and image differentiation strategy. I hope that this research can make contribution to drug marketing and marketing management in company.