A Study On Marketing Strategy Of Drug AS AK In Fujian Province

In recent years,under the influence of the Brexit and Sino-US trade wars,the global economy has been greatly affected,and China's economy has also been affected,which has had a profound impact on the marketing of the pharmaceutical industry.In addition,the state has introduced various policies on medical reform.Among them,the medical reform in Fujian Province is at the forefront of China's,especially the promotion of Sanming's medical reform model.It proposes a three-medicine linkage reform path for medicine,medical insurance,and medical treatment,requiring centralized drug price negotiation and zero drug for public hospitals.The difference,the implementation of a variety of two specifications of restrictions;the integration of new rural cooperative medical insurance and urban medical insurance,the integration of the name of urban and rural residents medical insurance for municipal-level coordination.Sanming medical reform has led the country's medical reform direction.The medical reform boom in various regions of Fujian Province is soaring.Pharmaceutical companies are affected by policies and competition is intensifying,and they cannot adapt to the new environment.In addition,the implementation of the company's marketing strategy is not appropriate,the profits of the pharmaceutical industry are exhausted,leading to the development of pharmaceutical companies.In order to solve the problems faced by pharmaceutical companies facing new environmental changes,improve the business situation of enterprises,and improve the sales revenue of pharmaceuticals,this paper chooses AS company AK Pharmaceuticals Fujian marketing strategy innovation as a research topic,the research significance is to make AS company's AK drug can Adapting to the changes and needs of the market,increasing sales revenue,enabling enterprises to develop and increase their competitive advantages,and also provide some reference value for similar products.Firstly,this paper combs,analyzes and summarizes the domestic and international medical marketing theory and practical literature,and constructs the research ideas and framework.Taking the marketing status of AS company's AK drug in the Fujian market as an entry point,it explores the current problems in the marketing of enterprises,and uses the environmental analysis method to analyze the AS company.This includes macro analysis of factors such as policy,economics,technology,and social culture,as well as micro-analysis of market demand,competitors,and suppliers.Based on the analysis results,combined with the classic SWOT analysis method,the company's strategy is developed by analyzing the advantages,disadvantages and external opportunities and threats of AS's AK drugs.According to the formulated strategy,STP theory is used to segment the pharmaceutical market and select the target customers of AS company's AK drugs,and determine the unique market positioning.Finally,in view of the problems and shortcomings of the company in marketing during the research process,the paper proposes the innovation strategy of AS company AK drugs in the marketing strategy of Fujian Province.I hope this article can provide reference and reference for pharmaceutical companies in the marketing of Fujian Province.