A Study On The Integrated Marketing Communication Strategy Of Chinese Pharmaceutical Companies Under The New Situation

With the deepening of the New Medical Reform Policy, the pharmaceutical market has occurred great changes; the digital society is being upgraded to “mobile society”, pharmaceutical E-commerce and medical big data technology step into people's vision steadily; the status of traditional chemicals is being shaken by precision medical; aging society is coming in limited days, people's desire of pursuing for health and long life is stronger than never; digital technology has restructured and made deep influence on the marketing and communication environment……As an important part of the national economy, the marketing environment of pharmaceutical enterprises are facing profound changes, obviously, the traditional marketing strategy can no longer meet the needs to take challenge. This paper carries out the study from the generalized concept of IMC, analyzes the pharmaceutical enterprises' present marketing and communication strategy and then puts forward the necessity of IMC strategy and relevant suggestions for the pharmaceutical enterprises.This paper use PEST analysis model to study the new situation of pharmaceutical companies' integrated marketing communication strategy in China. For the new situation of micro environment, it analyzes ‘the New Medical Reform' as the new situation of the political environment, and ‘the New Normal Situation' as the new situation of the economic environment, and the phenomenon of aging as the new situation of the social environment, and digitizing as the new situation of the Technological environment. For the new situation of micro environment, it analyzes the competitors, suppliers, consumers and the companies themselves. Then it uses 4P analysis model to analyze the marketing strategies of pharmaceutical companies. Using Jiang Zhong gastric digestion tablets as the case to study the product marketing strategy, using Dong E E Jiao as the case to study the price marketing strategy, using Harbin Pharmaceutical Group as the case to study the channel marketing strategy, and using Icotinib Hydrochloride Tablets as the case to study the promotional marketing strategy. Finally, it puts forward some suggestions for the pharmaceutical companies' integrated marketing communication strategy in China. The first one is to develop new and rigid demand products actively and keep up with the medical market, the second one is to improve the electronic channels and make it a multi-platform one; the third one is to build a professional integrated marketing communication team and to develop full marketing; the fourth one is to develop public relations and strive for policy support; the fifth one is to enter the international market and put forward the international marketing communication strategy; the sixth one is to speak with one voice, and lead a comprehensive integrated marketing communication.