Research On Rocephin Marketing Strategy Of Shanghai Roche Pharmaceutical Company

In recent years,the state's reform of the medical system has increased year by year at the policy level,which not only brings opportunities for the development of the pharmaceutical industry,but also brings a series of challenges.The antibiotics related to people's livelihood are subject to serious supervision,and the volume is decreasing year by year.How to promote the sustainable growth of antibiotic marketing,extend its life cycle and enhance corporate profits are important issues for Roche and the pharmaceutical industry.This study carried out specific research from the analysis of Roche's marketing environment and current situation,to strategic adjustment and safeguard measures.Based on the study background,objectives and the significance of ROCEPHIN marketing strategy,this paper deeply analyzes relevant literatures at home and abroad and lays a theoretical foundation for the following.Secondly,after introducing Roche pharmaceutical personnel,products and sales,this paper uses PEST.Analysis,industry competitive environment analysis and other multi-angle,comprehensive interpretation of ROCEPHIN 's existing marketing environment.Based on the analysis of current marketing status,the research methods and research contents of ROCEPHIN marketing strategy are proposed.In this paper,the analysis of the existing marketing strategy found that the product marketing strategy lags behind,the slow channel coverage is slow,the hospital admission is slow,and the new staff has more personnel to be improved.On this basis,the analysis is carried out.Finally,this paper proposes a marketing 4P optimization plan for the existing marketing tools.On the basis of the strategy of price,channel,product and promotion,this paper addresses the problems existing in ROCEPHIN 's existing marketing methods.The implementation guarantee measures of relevant marketing strategies were given according to the market environment,The ROCEPHIN marketing 4P optimization plan was proposed.The corresponding strategies were given in terms of organizational security,system security and team security to promote Roche Sustainable growth in product marketing performance.