| Medical industry in our country has kept a stable and rapid growth since reform and open. It’s annual growth rate stayed around 20%. As the practice of GMP and GSP certificate system, medical production and distribution enterprise’s technical capacity and management level have improved a lot. However, the problem existed in the production, distribution, selling, consumption ofpharmaceutical market, such as many enterprise, small scale of production, excess production capacity, low margin, wrong order of distribution and etc.. Also, the problem included thatsupply is over demand, and the price is falsely high.Medicine’s main distribution channel is the hospital, and it’s purchased decentralized by every single hospital. Because of the wrong order of medical manufacturing and distribution, and the falsely high price of medicine, the department concerned carried out in every city that medicine would be purchased by public and centralized bidding. In fact, the centralized purchase of medicine has been conducted tests at selected points in the whole nation, and now its system has been perfect, sincethe provincial Department of Public Health in HeNan has noticed that the consultation and service supplying institution of medicines and appliances, which set a good example of centralized purchase in medicine and health.After periodic adjustment, centralized purchase has been adopted 20 years. Policy objective changed from one goal to multiple goals, from standardizing purchasing way of medical institution to reorganizing pharmaceutical distribution’s order, standardizing pharmaceutical’s price, correction pharmaceutical purchase’s unwholesome trend and reduce common people’s workload of pharmaceutical cost, and regarded cutting cost as the first goal.Also, as the publish and practice of the new medical and health system reform’s policiesand documents(called new medical reform), public hospital reform became the most important part of the new medical reform, to stop the habit of healing with medicine only. Our country intensified reform of pharmaceutical industry continuously because seeing a doctor is too difficult and expensive. According to the words we have mentioned before, new medical reform would stimulate the growth of pharmaceutical market. The practice of centralize purchase bidding policy in public hospital, especially the 70 th noticeHLB drug has published in 2015, that national family planning commission suggested to implement and perfect the work of centralized purchase bidding in public hospital, provided many pharmaceutical enterprise more fierce market competitions. With so much pressure, many enterprises’ selling system suffered strikes a lot. Therefore, it became the key point to find a more suitable selling system for filling the new reform needs, when thinking over the old selling system.This paper analyzed this company’s pharmaceutical selling system and the specific influence from the policy of centralize purchase bidding in public hospital, on the basic of national anti-tumor research platform which has competitive capacity and the background of Sinopharm. Combining marketing theories in relevant market at home and abroad, this paper completely explored R pharmaceutical company’s target market, brand, competition and marketing combination pattern. The paper focused on creative design of R pharmaceutical company marketing pattern in the new trend, putting forward that R company changed the marketing pattern from single interpersonal connections to attaching equal importance to interpersonal connections and value-driven. At the same time, the paper had a detailed study on implementation strategy and operating system of single interpersonal connection pattern and value-driven pattern. The paper’s research purpose would be benefit to other national pharmaceutical enterprise, especially ready to reform marketing pattern on the background of public hospital’s centralized purchase bidding. |
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