Research On Marketing Strategy Of J Pharmaceutical Company

Pharmaceutical industry in China has been a rapid growth of the industry,more than a decade of compound growth rate of GDP.With the process of China's aging population increasing,the construction of government promoting "healthy Chinese" concept,which is from the view of global strategic policy has laid a foundation for the medical industry.With the steady economic growth and people's living standards,the high quality of the medical need to be satisfied urgently,our country's pharmaceutical industry will have high quality growth.This paper chose J pharmaceutical company as a case study.The company is a medium-sized pharmaceutical company in our country.It has developed very fast and has a huge starting capital in the well domestic economic background.Although there is a good foundation,but under the current severe medical environment it also need to be improved.This paper introduced the marketing status of J pharmaceutical company on the perspective of 4Ps theory.We found that there are some problems in the existing marketing strategy,such as a single product line,poor control of the channel,the decline in the price,the lack of professional level of sales promotion,and the need to strengthen the relationship between the customer and the government.Then through the application of 4Ps and STP marketing combined with the current medical environment and the actual operation of the company,we formulated a new marketing strategy from product,channel,price,promotion and market segmentation to adapt the current fierce market competition environment.The effective implementation of the new marketing strategy need the safeguard measures inside and outside the company.Therefore,it need to adjust the organizational structure of marketing mode,reform marketing operation mode,build excellent sales team,improve the partnership and so on.This paper provided marketing reference for J pharmaceutical company.