Market Positioning Strategy Research On S Product Of S Pharmaceutical Company

Anxiety disorder has become a global public health problem. For normal anxiety, it has a positive significance to adapt to the environment change. Now with the changing lifestyles, increasing social pressures, highlighting mental health issues, anxiety has become more seriously affected the people’s normal life and work, then it developed into the disease state required medical treatment. Due to increased prevalence, treatment rate of increase, the demand of anti-anxiety treatment has significant increase, and the safety of treatment has been paid more attention. Then the scale of anxiolytic market is expanded and the anti-anxiety marketing is becoming more competitive.S product is a defined anti-anxiety drug in the treatment area. The safety and efficacy has been confirmed by clinical practice. However, due to various reasons, although S drug adhered to the promotion of academic marketing, it has not developed clear marketing positioning and product strategy, and the promotion has no continuity.This paper will cite marketing management of S product in China as a case study. Via the methods of literature research, case analysis, market research, and compared research, this paper will analyze the marketing environment and the factors that impact marketing strategy of S product, including patients’ pathway, contributory factors of prescription behavior (drug adopted) and drug treatment attraction. Then the paper will clearly develop positioning strategy of S product, and formulate academic marketing strategy to solve present marketing problems. Through the analysis of strategy optimization and implementation guarantees, this paper will put forward reasonable proposals for the development of marketing strategies of S-product.