Research On The Marketing Strategy Of SDJ Pharmaceutical Co.,Ltd

Since the reform and opening-up,the medical policies gradually have been let go.Foreign pharmaceutical companies win the race to China.Parts of the state-owned enterprises seize the opportunity to rapidly develop after restructuring to private enterprises.However,in the recent five years,with the rapid development of national new medical reforms and a series of medical reform policies are introduced,the drug bidding prices are lower and lower.Antibiotics are limited in hospital.The merger and reorganization of pharmaceutical enterprises are growing in frequency.How the pharmaceutical enterprises to survive and develop in the new medical reform environment,becomes a problem that the domestic pharmaceutical enterprises must face.Taking SDJ pharmaceutical company as an example,the macro environment of China medical industry in the situation of the new healthcare reform and the competitive environment of pharmaceutical company SDJ facing were analyzed.And through the analysis of current situation of SDJ company and its strengths,weaknesses,threats and opportunities,the strategy goals of SDJ company were formulated.Then,the strategy goals were further discussed and analyzed,and the marketing strategy and guarantee measures of SDJ company were put forward.The detailed and feasible strategic plans and measures were formulated for the the rapid development of SDJ company.ThirdFirstly,the overall environment of pharmaceutical industry was analyzed,including the macro environment and the competition environment.In the current environment of new healthcare reform,domestic residents' overall medical consumption level and the level of reimbursement is gradually improving.However,the structure of medical consumption is gradually changed from antibiotics to medication in the elderly patients.The proportion of chemical drug is decreased.By using Potter's five forces model,the competition environment of SDJ Company facing in industry was analyzed.And the internal environment of SDJ Company was analyzed using the Kotler's 4P theory.In the current highly competitive prescription drug market,because of many competitors,the product sales can be scaled in the hospital market through public bidding and depreciation.In the growing OTC market,through the implementation of effective marketing strategy,many enterprises can rapidly improve market share and sales scale.Secondly,using the SWOT method,the opportunities,threats,advantages and disadvantages of SDJ Company were analyzed and the various strategies were also analyzed.It is shown that in the new medical reform,enterprises should seize the opportunity to actively explore the market of basic drugs and OTC pharmaceutical market through strengthening the public relations and channel network construction.On the other hand,through the implementation of price and channel management,enterprises should implement their own differentiation strategy,and continuously improve market share and sales scale in the pharmaceutical business and OTC market.Finally,the supporting measures were also put forward in this paper.Supporting easures contains adjusting the structure of the marketing organization,strengthening the performance assessment the corporate culture development and so on.On the basis of a lot of research on the pharmaceutical industry,the marketing strategy and marketing measures is proposed in this paper through the analysis of the theories and practices.It provides a clear strategy and detailed marketing for the development of the enterprise planning.And it also has good reference value for the development of the same type enterprise.