The Study On The Marketing Dilemma And Coping Strategies In The Secondary Market And Third Market Of Pharmaceutical Companies

On March 17,2009,the central committee of the communist party of China(CPC)and the state council announced their views on the reform of the medicare system.Since then,in order to improve the health level,the Chinese government introduced a series of policies to promote the establishment of pharmaceutical and health care system with Chinese characteristics,such as national essential drug policy,two-ballot system and so on.These policies made huge changes in the pharmaceutical enterprises and their interest.Based on the new reform of the medicare system,this paper primarily analyzed the policies that affect the pharmaceutical industry and payed more attention to the secondary market and third market.Then point out a new competition situation that pharmaceutical companies will be faced.In order to explain more specification,company Z was introduced as an example.This paper summarizes the previous research in six chapters.The first chapter is the introduction,which mainly introduces the background,significance,research methods and basic frame of this topic.Based on the introduction chapter,the following paper introduces the macro environment of the secondary market and third market of prescription drugs.Meanwhile,pointing out the nature of the competition in products,markets,channels and operation.After the literature review,which compared the difference between the domestic and foreign research of prescription drugs,the paper points out the limitation of domestic research and sets up the main purposes and research direction of this paper.as well as the development trend of the future.The paper summarizes the evolution of national policies in the pharmaceutical industries,as well as the competition along with the policy adjustment.Company Z is to conduct the in-depth analysis of the policies,such as the change from business tax to value-added tax.Many theories were used in the following analysis,such as the marketing theory of SWOT.Based on the experiences in front lines of marketing,we will find that the homogeneity and other problems in the RX market.For most pharmaceutical enterprises,r&d input and the output is not proportional.These problems are common in the new situation.Marketing is becoming more and more important.Based on the new background,this paper will provide some reference opinions for the development of domestic pharmaceutical enterprises.Reconstructing market channels,maintaining price and creating new products usually used by company Z to deal with the dilemma.In the face of changeable policies and fierce market competition,pharmaceutical enterprises must comprehensively find the opportunities and challenges in the market and build their own development system,resources and channels.Meanwhile,pharmaceutical enterprises should take deep consideration of system planning and marketing strategies.