Research On The Local Marketing Strategies Of Pfizer In China

In the background of Western economic downturn, with the reform of the medical system, the Chinese pharmaceutical market has been concerned from the pharmaceutical companies of various countries and become one of the world's largest emerging markets. In the face of the Chinese huge pharmaceutical market, many multinational pharmaceutical companies have completed a series of strategic layout in China. Without doubts, multinational pharmaceutical companies have become the backbone of promoting the development of the Chinese pharmaceutical market. Among them, Pfizer, as one of the largest diversified biopharmaceutical companies in the world and one of the first multinational pharmaceutical companies entered in China, its strong marketing has a great effect on the pharmaceutical industry of China. How Pfizer create the strongest advantages of research and production and marketing in pharmaceutical industry, and how it maintain the standardization of overseas parent company and can quickly combine the characteristics of the Chinese market. To resolve these problems is not only can help multinational pharmaceutical companies make the right choice of local marketing strategies, but also has important significance to help Chinese pharmaceutical companies learning advanced ideas to open up overseas markets. At last, it can jointly promote the development of the Chinese pharmaceutical market in long-term.In this paper, through the analysis of environment of the Chinese pharmaceutical market, the localization of communication and marketing is the core strategy of Pfizer in China. This article analysis that the three causes of Pfizer in China's marketing localization are rapid expansion of the Chinese pharmaceutical market, Multi-National Corporation occupies the dominance in markets of key cities and health care system improving. Pfizer in China local marketing strategies analysis found that commitment to promote professional development and innovation as pioneer of the industry and pay attention to training are important experience of Pfizer's development of localization in China. The article in the reference based on the experience of domestic and foreign pharmaceutical industry pointed out that the commitment to the promotion of professional development, through the first-line medical information communication specialists provide doctors professional and efficient medical services and medication guide, expanding market voice of products and influence, is the main reason for Pfizer to gain advantages in the fierce competition. Guarantee the cultivation of the ability of the effective implementation of local marketing strategies cannot do without Pfizer's strong R & D capabilities, excellent financial ability and training. Practices and effects of this paper summarized the local marketing strategies of Pfizer in China, so the study has referential value for development of multinational pharmaceutical companies and domestic pharmaceutical companies.