Research On The Transformation Of Commerce Operation Model Of A Pharmaceutical Company

Nowadays,the competition between companies is not limited to the product quality but more importantly the commercial model.To survive in such a rapidly changing environment,companies must continuously improve their business strategies.As the pushing of health care reform in China,traditional commercial model is no longer suitable for the modern business activities,especially for the pharmaceutical manufacturers.The key to maintain profitable is to keep innovation on both products and marketing strategies.The thesis chooses a pharmaceutical company called Company A as the observation on the research,and performs a detailed analysis on its activities during the commercial model transformation process.Nowadays,Company A still uses a traditional commercial model to sale their reagents,equipment and other products.It currently occupies certain advantages in the market competition by its technologies in Immunohistochemical(IHC)field.Thus medical institutions have to pay a high fee to buy IHC products and equipment from Company A.However,as more candidates join in the market,the original strength of Company A gets gradually weakened,which requests Company A to transform its current commercial model.Based on theoretical analysis,the thesis performs a detailed investigation on the present situation of commercial model of Company A using questionnaires.It analyzes the influencing factors of commercial model transformation focusing on the problems existed in its commercial model.Then,we study the specific strategies on the transformation of commercial operation and the nine dimensions of the new commercial model:Customer Segmentation,Value Proposition,Customer Relation Management,Channel Access,Income Source,Core Resource,Key Business,Cooperation and Cost Structure.Base on the study,we put forward a new commercial model which will combine reagent retail with medical equipment renting.According to the result of instant analysis,the transformation of commercial model proves to be a win-win method for improving both company and hospital profit.It is hoped that the research of the thesis could effectively help Company A achieves higher sales,gain more profits and reduce the intermediate links in the sales process to avoid insufficient budget problems of hospitals,and hospitals could obtain bigger revenue.Therefore,it can not only significantly improve sales of Company A,but also provide some experience and reference for other domestic pharmaceutical companies.