Research On Marketing Strategy Of Lung Cancer Products Of R Pharmaceutical Company

This paper analyzes the present situation of the lung cancer in China,China's economic development and the relationship between the incidence of lung cancer,the characteristics of lung cancer,targeted market competition environment,the SWOT analysis about A product and T product in R pharmaceutical company,the market segmentation,target market selection and positioning analysis.And using the theory of life cycle proposed its marketing strategy.On market segmentation,according to the economic factors,hospital level,department,customer prescribing habits,bed turnover,customer use concept,personal needs and target patients,find the main factors for A product and T product segment target market.In addition,using the EGFR testing get the information from mutation patients group and control group conducting market positioning,select the target patients,make the matching marketing strategy.In terms of marketing strategy,this article combines the theory of "4 p" lung cancer analyzed R pharmaceutical company's product,price,channel and promotion.In terms of product strategy,A product has A + chemotherapy,chemotherapy,T product has more benefits to patients,for example its curative effect is stronger,hepatotoxicity lower,provide patients with subsequent charitable aid projects.In terms of pricing strategy,R pharma product's pricing factors are:lung cancer drug value and demand relations,competitive product prices,buyers willing to accept A drug higher price.Because it is a biological products,imitation is difficult to quickly enter the market.T products and alternative no matter from the price to the curative effect of similarity,is difficult to distinguish,reduction and into the health care is the key strategy.In terms of channel strategy,the analysis channel has three-level distribution and there are both have advantage and disadvantage.In the promotion strategy,analyzes the main promotion form A product and T product:academic activity promotion,Face to Face visit strategy.According to customer needs and market needs,combining with the characteristics of drug for academic activities to promote,enhance sales people face to face visit,to promote the product information effectively.the drug which could efficient cure the lung cancer is one of main products in the R pharmaceutical company put on the market have more than 10 years,with multiple strong competition on the market.Currently T product on the marketing strategy facing the major problem is how to separate the other competitive products,how to make the respiratory client from A product theory to practical application is its main problems.Finally for A product with T how to effectively separate the competitive products and promote zero prescription the doctor actually use A product to do some Suggestions,hope to help R pharmaceutical company adjust its marketing strategy of lung cancer.