Research On The Prescription Drug Marketing Strategy Of X Pharmaceutical Company

In twenty-first century,the pharmaceutical industry has become one of the most important industries in the world,and its development has brought more hope and strength to mankind.Since the reform and opening up,China's accession to the WTO in 2001,from the planned economy transforming to market economy,the domestic pharmaceutical enterprises experienced countless pains,constantly fought in the market and in the throes of this time and time again,China's pharmaceutical enterprises more and more by the recognition and affirmation.With the decline in national economic take-off and the international market demand,making more and more foreign pharmaceutical enterprises will focus strategy to invest in China,domestic clinical medical market will continue to be eroded foreign rivals.In addition,poison capsule,drug recalls such as domestic pharmaceutical enterprises negative news frequency,but also for our pharmaceutical company market expansion brings the greater obstacles and challenges,in this domestic pharmaceutical market environment,to establish suitable marketing strategy for the development of domestic pharmaceutical enterprises,guide to domestic pharmaceutical companies on wealthy and powerful road becomes particularly important.This paper mainly studies the marketing strategy of X pharmaceutical company in the field of prescription drug,through detailed analysis of the macro environment,industry environment and enterprise environment,marketing environment,and SWOT analysis,the advantage is that the brand has a long history,high reputation,strong research and development capacity,but also has the lack of visibility brand marketing practices obsolete,old system weaknesses,in the huge market demand and government support,the economic environment of favorable opportunity,to seize the challenges facing competitors on the market,generics carve up the market share and clinical drug unavoidable long development time and great investment,analysis of X pharmaceutical company should be based on Industry the characteristics and their own conditions should adopt differentiation strategy,and according to the STP theory to analyze the target markets and market positioning,marketing strategy combination.Finally,according to the above analysis on the marketing strategy of X pharmaceutical company in the implementation of security measures are put forward from the building of enterprise culture,organization and institution,human resources,improve efficiency,business ethics and social responsibility aspects proposed some suggestions.