A Study On Marketing Of Xi'an Janssen's Generic Drug

Since the reform and opening up, China's pharmaceutical industry has made great progress and become a national economic system in one of the most potential and vitality of the industry.Pharmaceutical industry is about the national economy and people's livelihood, as the market changes and rapid growth, developed after many pharmaceutical companies also have mushroomed,pharmaceutical enterprise's competition is more and more intense, gradually entered the era of comprehensive competition and small profit.Pharmaceutical industry is about the national economy and people's livelihood, as the market changes and rapid growth, developed after many pharmaceutical companies also have mushroomed, pharmaceutical enterprise's competition is more and more intense, gradually entered the era of comprehensive competition and small profit. Except for some foreign companies and domestic large and small domestic companies, pharmaceutical homogeneityphenomenon more and more serious, in the domestic sales is becoming more and more competitive.In recent years, China's pharmaceutical industry is undergoing huge changes, both in the government, the media, and consumers to the pharmaceutical industry, increasing of macroscopic regulation and control of the state for the pharmaceutical industry, drug prices, adjustment of basic medicine catalogue, the strengthening of the magnitude of the regulation of commercial bribery,advertising legislation for the establishment of regulation and restrictions on prescription drugs, etc.,make the whole pharmaceutical industry also started the state of the downturn.Xi 'an Janssen company as a subsidiary of Johnson &Johnson in China, also is in transition,medicine aging, new product slow updates and the influence of drug prices, caused the competition in different extent and reduced market share.In this paper,applied 4p theory-product, price,promotion, place expounds the present situation and problems of the Xi 'an Janssen.Using SWOT analysis of the Xi 'an Janssen of generic drug strengths, weaknesses,opportunities and threats, and puts forward some relevant solutions. On the market segmentation,target market, market positioning, further analyzes the problems in Janssen.In view of several aspects of Xi 'an Janssen of marketing strategy are analyzed. Products, new and old; Pricing, using the skimming pricing and competitive pricing strategy; Promotions, academic marketing, personnel promotion, clinical trials, the instructor training, patient education, public relations, marketing and brand construction.Aiming at the problems of Xi 'an Janssen also puts forward the following Suggestions: pay attention to the research and development of new products, achieve the stability and the stability of the market strategy, product structure integration between departments in order to prevent the internal vicious competition, some products have strategic price, etc.Xi 'an Janssen only by constantly improve and perfect the marketing concept and marketing strategy, according to the market changes constantly take corresponding change, to constantly enhance competitiveness in the market and improve market share. This is also the starting point of this article and research purposes.