Research On The Marketing Strategy For M Pharmaceutical Enterprise To Deal With New Medical Reform

With the gradual opening of the market, "rapid development, the gradually improved status of the industry, good prospects" is the whole status of China’s pharmaceutical industry.A growing number of large domestic and foreign companies have entered the pharmaceutical market, which intensified the competitive environment. At the same time, the pharmaceutical industry in the rapid development has been accompanied by the issues of "pharmaceutical companies are more but small, lack of concentration, poor level of innovation" and so on. To regulate the pharmaceutical market and upgrade pharmaceutical companies, our countrycarried out the "new medical reform" policy in 2009, which implemented a comprehensive reform from organizational structure to the business strategy, the pharmaceutical industry will be deeply affected by the new medical reform policy.Under the implementation of the new medical reform, China’s pharmaceutical companies’ earlier the marketing strategy has been unable to cater to the development of society, so innovating pharmaceutical enterprise marketing strategy has become the top priority.In this study, we select M pharmaceutical enterprise as an example to analyze it.First of all, we analyze its environmentincluding the internal and external environment through PEST analysis method as well as competitive environment through the porter five model. Then deeply interpret the new medical reform policies and effectively understand and master the impactof new medical reform policies on pharmaceutical companies.Then based on the SWOT analysis,explore the business strategy ofmeeting M pharmaceutical enterprise actual development needs.Finally on the premise of M pharmaceutical enterprise’s present marketing situation and use 4Ps analysis tools designed for M pharmaceutical enterprise marketing strategy. Studies suggest that M pharmaceutical should comply with the new medical reform policyto increase production and enter the terminal market;Relyingon the advantages of high-quality products, enter the market of generic drugs;Relying on existing technology, increase research and development of innovative drugs;With the advantage of the existing market, expand overseas markets.The specific approach:Achieve diversification, innovation, brand product strategy;Reasonably priced and perform double-track pricing strategy of government guidance and market adjusted pricing;To carry out multi-channel marketing efforts, focusing on developing grassroots pharmaceutical market;Increase promotional efforts and carried out end-market sales promotion strategy.