The Research About Organizational Change And Marketing Management Of Taichang Pharmaceutical Corp In The New Health Care Reform Situation

It is important for the pharmaceutical industry in terms of living. It links closely with national policy. After the “Twelfth Five-Year Plan”, a far-reaching impact on China’s pharmaceutical industry is the national health system reform(health care reform).Under the "new health care reform policy”, The nation start from the top design, and pulse-on the universal health insurance scheme, the basic drug system, the reform of public hospitals and so on to try to resolve the social problem of "difficult and expensive" in seeing doctors. The new policy brings a lot of new changes for the entire industry, but it also brings new challenges for marketing of medicines. Marketing is essential to every industry and a very important part, especially of great significance in the pharmaceutical industry. Pharmaceutical marketing’s channels are the links which connect pharmaceutical companies and end consumers. The choice of marketing channel is correct or not directly related to the quality of the performance of marketing. Thereby affects the success or failure of business. Pharmaceutical marketing channel is a strategic resource of pharmaceutical companies. Marketing strategy should not be overlooked to enterprises which in order to maintain long-term competitive advantage.This paper attempts to expound the view, under the new health care reform situation and the new economic era, a business marketing reform should start from the culture, change the direction of the organization of enterprises firstly. Enterprises should establish a kind of organizational structure and corporate culture which make marketing for the center. The marketing reforms may be success. Otherwise, it is only the optimization or adjustment of marketing management. When the development of enterprise marketing management no longer meet the enterprise even restrict the development of enterprises, optimization and adjustment cannot solve the problem. It may even create more problems. Finally, the enterprise slowly losing its vitality even until die. Therefore, this paper analyzes the TAICHANG’s external environment firstly. Then from multi-angle of TAICHANG’s corporate culture, organizational structure, marketing mode, marketing management.etc to propose the specific recommendations and implementation plans of organizational reform and marketing strategy of TAICHANG corporate.