Marketing Mode Investigation Of Medicine Product X In Company D Of Ning Bo

To cope with current China’s health care problems, such as high cost and doctor’s treatment difficulty issue, since 2009, the government has established a set of medical innovations and new standards for medical services to improve the health insurance, build basic medicine catalogue and help establish pricing standard. In 2010,100 cities all over the country have been chosen to carry out these innovations and policies, in the local hospitals, certain portion of medicines have been included in the catalogue, and medicine price is transparent, as a result, the income of the hospital doesn’t rely on medicine selling.During the process, the municipal and county hospitals in the second-tier cities become the focus in the following several years, and this bring some new challenges and issues to the medicine marketing in these cities.As one of 100 cities, Ning Bo has relatively better established medical systems and policies, the percentage of the usage of health insurance is among the best which makes the innovations very meaningful in Ning Bo. At the same time, for medicine companies, the marketing and promotion of medicine products in Ning Bo will be very representative.The knowledge in marketing theory is very mature and systematic in the foreign countries, what we do is to borrow and improve it. But, because of the unique in China’s medical system, medicine companies are facing a lot of uncertainness during the product selling.This paper focuses on the selling strategies of product X from D company in Ning Bo, it comprise 5 Chapters.Chapter 1, Introductions, it includes the research background.Chapter 2, medicine product marketing theory, analyzing the current situationChapter 3, the medicine selling situation in Ning BoChapter 4, selling strategies of product X from D companies in Ning Bo, this is the main part of this paper, based on the marketing theory and product X from D company, it carries out PEST macroscopic analysis and SWOT microanalysis, also the STP targeting market segmentation and positioning, achieving marketing mix, at the same time, enforce the protection actions for "4 R" marketing mix.Chapter 5, Summary, also talking about plans and futures of the medicine marketing in NingBo...