Research On The Optimization Of Marketing Management Of Children's Prescription Drugs In Group A

In the new economic situation and global environment,profound changes have taken place in the domestic economic environment.The pharmaceutical industry is related to the national economy and people's livelihood,national health and social stability.The traditional prescription drug marketing market is mainly in hospitals,where doctors give prescriptions to patients,and patients have no right to choose drugs.The relationship between manufacturers or agents is dominated by prescription doctors,resulting in a series of problems.The more prominent is the abuse of non-essential drugs,which leads to the overspending of national medical insurance,the high cost of people's medical care,and the tense relationship between doctors and patients.In order to standardize the behavior of the pharmaceutical industry,improve the level of medical service and quality,and reduce the payment amount of medical insurance,since 2015,the national medical reform policy has been gradually implemented,"two ticket system" converged channels to let agents out of the sales chain;large price reduction of drugs was implemented in volume purchase,enterprises are faced with life and death,and the marketing management transformation of prescription drug enterprises under the new marketing environment is imminent.Based on the literature review of prescription drug marketing at home and abroad,combined with the traditional characteristics of prescription drug marketing,this paper uses 4P marketing theory,market segmentation theory and customer relationship management theory to study and analyze the current situation and problems of children's prescription drug marketing in a pharmaceutical group,uses pest,five force model and strategic group to analyze and sort out the external marketing environment of the enterprise,and combines the characteristics of children's medication,Based on SWOT analysis of the opportunities,challenges,advantages and disadvantages faced by the enterprise,this paper puts forward that the strategic positioning of the enterprise's children's prescription drug marketing segment market is 0-6-year-old children's patients,and the target market is hospitals,clinics and online pharmacies according to the consumption characteristics and needs of the segments;the strategic objectives and positioning of the enterprise need to match the strategic path suitable for the development stage of the enterprise In order to achieve this goal,the pharmaceutical industry generally chooses the appropriate marketing mode as the strategic path.Therefore,it is necessary to optimize the marketing mode of a pharmaceutical group focusing on investment attraction at this stage.This paper proposes to build a DTC pediatric academic promotion platform to serve children's health with knowledge of traditional Chinese medicine,and form a new marketing mode of children's prescription medicine of a pharmaceutical group by the multi-channel mixed marketing mode of self-supporting and terminal agent.According to 4P theory and customer relationship management theory,the marketing mix strategy and guarantee measures under the new marketing mode are formulated.Since the gradual implementation of the national top-level strategic plan in 2017,the domestic pharmaceutical market has entered a turbulent cycle of industry operation,with a clear trend of enterprise differentiation,facing a situation of life and death.Due to the serious homogenization of prescription drug products in domestic enterprises,it is impossible to form a unique competitive advantage.Therefore,the pharmaceutical marketing management faces a huge challenge.According to their own development stage,the prescription drug enterprises adjust and improve their marketing management strategies and plans in time according to the marketing environment,and form a unique marketing management system and marketing supervision and management process suitable for their own development,which is a fierce competition for enterprises The process of environmental survival and winning.This paper hopes to improve the core competitiveness of the enterprise by optimizing the marketing management of children's prescription drugs of a pharmaceutical group,achieve the strategic objectives required by the group for the pediatric business department,and provide reference for the optimization of marketing management of similar domestic enterprises.