A Study On Marketing Strategy Of MNCs For Expanding China Primary Health Care Market

Around 2010, pharmaceutical multinational companies (MNCs) started to aggressively expanding low-tier healthcare market in China. The main reasons why were:1. The government supports New Medical Reform Policy, making the notable enlargements for primary healthcare market.2. The new rules and policies including pharmaceutical bidding and approval of new medicines limited the benefit of the imported original medicine.3. The slow growth of pharmaceuticals industry compels pharmaceutical MNCs to search new opportunities.4. In the past of 20 years, most products from these MNCs came to maturation period and are suitable to spread in this new market. However, this market was early occupied by local pharmaceutical companies in different marketing model, the extending of lots of companies reach to the bottleneck. So, in front of the huge potential and competition, whether these MNCs can develop the targeted marketing strategies for successful accessing to this market is the main problem.To help solve the problem, this paper analyzed the background of the entire industry, taking the M company for example, studying and analysis of its current situation on developing local market. The problems and reasons of the marketing strategies were found. Then, under marketing management theory direction, the paper optimized marketing strategies of M company, proposed relevant action plan and guaranteeing measures. And, the paper summarized the common suggestions for all pharmaceutical MNCs in China.The dissertation was divided into seven chapters:Chapter ?, The background, aim and significance, study plan of the paper. Chapter ?, relevant references and previous studies' summary. Chapter ? sketched the backgrounds of this industy and M company. Chapter ? focused on M company, proposed theproblems and related reasons. Chapter ? optimized marketing strategy for M company under guidance of marketing strategy theory and proposed the corresponding action plan and guaranteeing measures suggestion. Chapter ? brought common marketing strategy suggestions for other MNCs who intend to extend this market. Chapter ?, briefly reviewed the conclusion of the paper, pointed out the lack of the paper and the direction of further study.Through the analytic study, the paper regarded that it is necessary and correct for the strategy of pharmaceutical MNCs extending China primary healthcare market. However, they need the support of correct marketing plans special for this market with constant optimizing. The paper regarded that accurate target market, clear brand strategy, innovative promotion Mix, accompany with pay more attention on employee brand equity is critical important for developing the marketing strategy. And based on the optimized suggestions for M company, this paper generalized the common suggestions suitable to other MNCs. The findings have high reference value for the extending of pharmaceutical MNCs in this market. Meanwhile, the paper will to provide the high quality of medicines and advanced therapeutic measurements from MNCs for much more patients by means of the success extending of these MNCs.