Research On The Relationship Marketing Strategy Of Small And Medium-Sized Pharmaceutical Enterprises

At present, our country is implementing the reform of pharmaceutical industry, related to the upstream and downstream industrial chain areas. National implementation of the new GMP, GSP certification of enterprises have higher requirements. In regulating competition order and purify the marketing environment, we are increasing the enforcement anti-commercial bribery and anti-corruption, thus set off a new round of white anti-corruption storm. In the aspect of controlling the artificially high drug prices, some regions begin to implement the "two votes" control mechanism, in order to reduce the circulation of medicines. Our country adopt more stringent control measures in the medical insurance payment, and also by means of administrative intervention directly reduced the retail prices of pharmaceuticals. The multi-pronged reform policies make great effects on the enterprise supply chain and value chain, and, by the virtue of the products, capital, brand, public relations, ability to obtain resources and other advantages, large pharmaceutical enterprises at home and abroad can take time for the state macro-control policies and pharmaceutical market reform, but the domestic small and medium-sized pharmaceutical companies are not so lucky, survival situation is not optimistic.In the market competition, domestic and foreign large-scale pharmaceutical enterprises attack cities and capture territories through the skillful application of 4Ps theory, market share continues to increase, in contrast, market share of the small and medium-sized pharmaceutical enterprise gradually reduced, and because of increased risk of tickets and rising cost of the medical, adapting " gold sales" marketing strategy has become increasingly difficult, taking a single marketing strategy is no longer adapt to the development of medical market, they need for change.Relationship marketing is proposed in twentieth Century 80 time of service marketing, and has been successfully applied in many fields. In order to adapt to market competition, it is the most appropriate choice for small and medium-sized domestic pharmaceutical enterprises to take the strategy of relationship marketing. In horizontal orientation, the relationship market include influence market and related market, and in vertical orientation include internal market, agents market and customer market. The agent market and internal market is the core of enterprise relationship marketing, and the related market, customer market, influence market is also very important, they can boost the development of the enterprise. In the relationship between the relevant market, small and medium-sized pharmaceutical enterprises can integrate China culture into the relationship marketing strategy, and taking the relationship strategy filled with relationship strategies with China culture and philosophy, can make the cooperation relations more harmonious, and more stable.To better illustrate practical operability of the relationship marketing in the small and medium-sized pharmaceutical enterprises, this paper take the SL PHARM’s relationship marketing for example, analyze the relationship strategies on the internal market(agent market, internal market) and external market (related market, influence market), and, according to the survival and the competitive environment at present, this paper put forward the following View:small and medium-sized pharmaceutical enterprises should according to their market position and competitive advantage, do the things what they good at, process what they not good at, carry on relationship market strategy of specialization and compartmentalization.