Research On Optimization Of Marketing Strategy Of SCJS Pharmaceutical Company

Since 2017,a series of reforms such as "consistency evaluation" and "two-vote system" are of great significance to the pharmaceutical industry,and pharmaceutical companies in the center of the industry are also facing great challenges.Under the tremendous changes in the industry,SCJS pharmaceutical companies are trapped in marketing strategy issues.Since 2018,their performance has shown a downward trend,and the company's operations have been greatly affected.Therefore,SCJS pharmaceutical companies urgently need to optimize their marketing strategies.This article chooses as the research object,and follows the research ideas of “proposing problems”?“analysing problems”?“solving problems”: first,it proposes the problem of SCJS pharmaceutical company's sales growth decline under the strategies of medical reform and consistency evaluation;then Starting from the marketing status of SCJS pharmaceutical companies,analyze the marketing strategy problems and implementation problems of SCJS pharmaceutical companies;finally build an effective strategy for SCJS pharmaceutical companies based on 4PS theory.Specifically,this article is divided into six chapters.The specific research content includes: Chapter 1 Introduction,introducing research background,significance,ideas,technical routes,methods,content,etc.;Chapter 2 Theoretical basis and literature review.Literature review to sort out;Chapter 3 SCJS pharmaceutical company marketing environment analysis,analysis of SCJS pharmaceutical company through external environment(macro environment,industry environment),internal environment;Chapter 4 SCJS pharmaceutical company marketing environment problem analysis,starting from the current situation,analysis SCJS pharmaceutical company's marketing strategy issues and implementation issues;Chapter V strategy optimization,based on optimization principles,gives specific optimization strategies and implementation guarantees;Chapter VI conclusions and prospects,summarize and prospect the full text.This article mainly draws the following conclusions:(1)The marketing problems of SCJS Pharmaceuticals exist objectively,including: product problems(product positioning problems,product structure problems),price problems(lack of differential pricing),channel problems(direct channels are narrow,network channels Construction is slow,channel relationship maintenance needs to be strengthened),and publicity issues(i.e.immature academic promotion,incomplete information publicity,and inadequate use of the characteristics of the pharmaceutical industry).(2)Problems in the implementation of SCJS pharmaceutical marketing include: marketing internal management issues,weak brand awareness issues,and internal marketing personnel issues.(3)SCJS pharmaceutical companies need to optimize marketing strategies in terms of products,pricing,promotions,and promotional channels: products need to optimize product positioning and structure;pricing needs differentiated pricing;channels need to broaden direct channels and accelerate network channel promotion and construction 3.Strengthen the maintenance of channel relationships;publicity needs to optimize traditional personnel and promotions,optimize AAP publicity and promotion,and conduct special publicity with the characteristics of the pharmaceutical industry;brand needs to strengthen brand awareness and focus on brand building.(4)Corresponding guarantees are needed in the implementation of SCJS pharmaceutical company's marketing strategy,including: SCJS pharmaceutical companies also need corresponding guarantees in the implementation of marketing strategy,including: innovation of marketing concepts,improvement of marketing personnel,improvement of internal management,and establishment of scientific system marketing Develop method system.