Study On The Localization Of Multinational Pharmaceutical Companies Marketing Strategy Based On The Perspective Of The Use Of Big Data

With the development of China’s economic, people’s living standards are getting higher and higher, whether it is personal or national, the investment in health is also increasing. As a result, more and more multinational pharmaceutical giants take China as a huge development potential of Asia’s emerging markets, and put more and more investment in human and financial resources to develop the market. However, due to the customs, laws and regulations, government policies and other aspects of the difference, it is difficult to implement mature sales model which have been formed in Europe and United States to local in a short period of time, which causes the market share rate is difficult to have a rapid improvement. Therefore, it is urgent to solve the problem that how to develop the localized marketing strategy and occupy the new market with the lowest cost and the fastest speed.In order to solve the problem of how to find the appropriate localization marketing strategy in a short period of time and the scheme with local customs and habits, the requirements of laws, regulations and policies of the government. In this paper, based on the current multinational pharmaceutical companies in China marketing mode analysis, try to use the big data analysis technology and related application, find a new method of localized marketing strategy, and use case analysis method to verify previous conclusions.The significance of this study lies in the following three points. First, the application of large data analysis can be used to develop local marketing strategy according to the local actual situation. Second, the big data analysis method is used for the objective data, the operation is reproducible, and so it can be applied to other emerging markets. Third, the application of big data analysis not only can greatly reduce the investment of human and material resources, but also more convenient for the headquarters of the various markets management, on the other hand, it can also reduce the occurrence of compliance issues.