Marketing Strategy Research On Generic Drug M Of K Company

With the aging of the population,disease spectrum changes and other factors,the emergence of hypertensive patients in China shows an increasing trend year by year.As a chronic disease that patients suffering from are mainly elderly,hypertension not only needs long-term medication,but also easily causes angina,stroke,atherosclerosis and other complications under poor control,which will cause a greater financial burden to the community and patients.At the same time,people's demand for antihypertensive drugs is also growing,and brings a broad market prospects for such drugs.Therefore,how to seize the opportunity to expand the market,and reduce the impact of price reduction on drugs is the focus in this study.Based on the analysis of the macroscopic environment,external competition situation,internal advantages and internal disadvantages of the generic drug M of K company,the market positioning of the drug M is established.And the corresponding marketing strategy is formulated for the product positioning of "quality is the same as original research medicine,in long-term treatment it is more cost-effective antihypertensive drug".In the marketing strategy formulation,this research combined with the classic "4P" theory,makes a comprehensive analysis from product strategy,price strategy,channel strategy and promotion strategy: In the product strategy,generic drug M has the core value of "reaching the international advanced level generic drug",and provides additional value to the patients through drug counseling,close attention to the adverse reactions;In the price strategy,this research analyses the factors affecting drug price,and ultimately determines the price of the product to competition-oriented,taking into account the current realit y of drug bidding condition;In the channel strategy,we carry out the promotional work through regional offices or the regional agents.Mea nwhile,we achieve full coverage and efficient operation of the channel through the selection and strategic cooperat ion of commercial companies.In the promotion strategy,this study starts from the three parties(bidding and purchasing organization staffs,doctors and community patients)who make purchase decisions,and increases the customer's recognition of international certification and related advantages through information popularization,policy cooperation,academic promotion and patient education to promote the final realization of product sales.In addition,this research also puts forward the implementation guarantee of the marketing strategy from the aspects of mechanism establishment,team building,fund allocation and information application.