Study On Marketing Strategy Of C Targeted Drug In Chinese Market

Lung cancer is the fastest growing incidence and mortality,and one of the most dangerous malignant tumors to human health and life.In the past 50 years,many countries have reported that the incidence and mortality of lung cancer have increased significantly.Male lung cancer incidence and mortality account for the first place in all malignant tumors,while female lung cancer incidence and mortality account for the second place.China will be the largest lung cancer country in the next 10 years.C-targeted drugs are molecular targeted drugs targeting ALK and ROS1 positive in advanced non-small cell lung cancer.The positive rates of ALK and ROS1 in non-small cell lung cancer were lower.According to the instructions,patients need to detect related targets before using C-targeted drugs,and only when the target is positive can they use C-targeted drugs.In 2018,Novartis and Roche launched two targeting drugs for ALK positive,and their efficacy was better than that of C targeting drugs.What is the future of C-targeted drugs?How to formulate China's marketing strategy?In this regard,this paper will carry out analysis and put forward personal views.Firstly,this paper expounds the research background of the topic,puts forward the purpose and significance of the paper,briefly introduces the research ideas and framework,and expounds the summary of marketing theory.Secondly,based on the actual situation of C-targeting drugs,this paper introduces the TKI and H company of lung cancer,and analyses the market environment of C-targeting drugs.Thirdly,through the analysis of STP marketing theory,this paper clarifies the target market selection and market positioning of H company C targeting drugs.Finally,according to the product life cycle stage of C-targeting drugs,the product strategy,price strategy,channel strategy and promotion strategy of C-targeting drugs are formulated by using 4P marketing theory.