The Study Of Strategies Of HR Company In China Antibiotic Market

With the steady development of China's economy,the social medical system is increasingly improved,the aging population is becoming an emerging trend,the medical awareness of people is constantly improved,and the main consumers(patients and medical institutions)of the pharmaceutical industry are getting more mature.Consumers not only pay more attention to product quality and service,but also have more rational judgment and demand for product brand and product innovation,as well as the concept of "health,professionalism and safety" embodied.As the global Internet network accelerates the flow of resources around the globe,China's huge population base and the gradual decentralization of government controls formed a huge market.This has brought a historic development opportunity for China's pharmaceutical industry,attracting outstanding pharmaceutical companies from all over the world to China,and HR is one of them.Founded in 1849,HR has a history of 170 years.Its products cover a wide range of high potential treatment fields,including antibiotic drugs,biologics,vaccines and other healthcare products,and is the world's largest research-based biopharmaceutical company.HR entered China market in the 1990 s and has been widely recognized in China for its outstanding innovative research and development capabilities,and professional service capabilities in the pharmaceutical industry.In particularly,in the domestic antibiotic market,HR ranks the first in market share and plays a leading and exemplary role in China antibiotic market.Antibiotics have contributed significantly to HR's growth over the past few years.As a benchmark enterprise in the antibiotic drug market,it has an unshakable social responsibility to popularize the common sense of rational use in the antibiotic drug market in China.In order to keep its existing market share in the increasingly fierce market competition,expand its market capacity,and guard against the threat of price reduction and channel integration,so HR must combine its own characteristics,and adopt appropriate and effective marketing mix strategy to look for an entry point to expand its marketing network.This thesis,through analyses of current market environment and policy trend,assessed marketing and marketing mix strategy implementation of HR antibiotics,summarized the key learnings from the successful marketing practice,analyzed the current business pain points of HR,and explored the future marketing tactics of HR,in order for HR to leverage China antibiotic drug market development trend and development opportunities,further enhance market share in China,enable HR to benefit more patients with quality antibiotics and help clinical doctors to cope with clinical infection.Firstly,this paper reviews relevant theories of marketing strategy.The second part,we analyze the internal and external environment of HR,and analyze the operating status of HR.Next,we analyze and evaluate HR's marketing and marketing mix strategy in the third part.The last part gives us some Suggestions on the implementation and guarantee of HR's antibiotic drug marketing strategy.