| The traditional pharmaceutical marketing model,which typically represented by the low-price(bottom-price)agency model,is facing a formidable challenge under the two-invoice system of drug purchase and sale.From partly implement of two-invoice system in some regions since second half of 2016 to nationwide in 2017,the sales volume of CB Pharmaceutical Company declined more than 10% in 2017 compared with 2016 for two consecutive years.If there is no suitable marketing model transformation under the two-price system,the market share of CB pharmaceutical companies will sharply lost on account of the non-exclusive approval drug as the main source,and the company will face huge market and operational risks.Synthetically taken the policy analysis,literature research,model analysis and other research methods,this paper firstly defined the related concepts in the research content by setting forth the relevant literature.Secondly,this paper analyzing the current situation of CB pharmaceutical company's marketing mode under the two-invoice system combining theories and actualities,discussing the essence of CB pharmaceutical company's marketing mode before the two-invoice system by comprehensive analysis with the method of PEST analysis,Porter's Five Forces Model analysis and SWOT analysis method.And finally through the analysis of the advantages and disadvantages of the four typical marketing modes combining with the specific business of CB Pharmaceutical Company,the author has formed the suggestions to CB Pharmaceutical Company's marketing mode selection to guarantee the construction,transformation and landing of the new marketing mode of CB Pharmaceutical Company.This research result can guide CB Pharmaceutical Company to choose and construct marketing model,enhance the competitiveness of enterprises,and also provide a reference for many pharmaceutical companies to seek response measures under the two-invoice system. |
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