Research On Marketing Strategy Of KL New Drug R&D Outsourcing Service Company

New drug R&D outsourcing service industry first appeared in the United States because of the global demand for the development of the biomedical industry,and then the industry developed rapidly and prospered in the United States,Europe and Japan and other countries.The marketing mode of outsourcing service industry of new drug R&D is mainly single direct selling mode,supplemented by other sales modes.In the fast-developing biomedical market,enterprises need to analyze and study the marketing strategy of the company according to their own characteristics and the internal and external environment of the industry,find out the marketing mix strategy that can promote the development of the enterprise,and implement the strategy effectively.This study introduces several marketing analysis methods,comprehensively expounds the marketing theory,introduces the marketing status of KL New Drug Outsourcing Service Company,mainly through the marketing organization framework,product problems,marketing channels,product pricing and promotional status to elaborate the existing marketing strategies.Finally,the company’s current marketing strategy needs to be improved to promote the company’s development.The author uses PEST analysis method to analyze the macro-environment of bio-pharmaceutical industry,such as policies and regulations,economic environment,scientific and technological environment,social environment and so on.The analysis of the environmental characteristics shows that the company has a strong competitiveness in the new drug R&D outsourcing service industry.SWOT analysis method is used to analyze the competitive advantages,disadvantages,opportunities and challenges of the company in detail,and find out the root causes of the problems.Adopting STP strategy,this paper elaborates the formulation of STP strategy from three aspects: market segmentation,target market selection and customer market positioning.Through the use of marketing mix strategy,this paper expounds the formation of marketing mix strategy from four aspects: product strategy,price strategy,channel strategy and promotion strategy.According to the company’s own characteristics,formulate a set of marketing strategies to adapt to the current fierce competition in the market environment.In addition to the new marketing strategy for the company,other similar new drug R&D outsourcing service companies can learn from.In order to ensure the effective implementation of the new marketing strategy,the company needs to constantly change the marketing concept and adjust the marketing strategy,change the marketing organization structure,adjust the marketing operation mode,build an excellent marketing team,and consolidate and enhance its competitiveness in the market.In this paper,through the use of marketing theory knowledge for KL company to find suitable for the current environment development of new marketing strategies,and how to ensure the implementation of new marketing strategies.Under the implementation of the new marketing mix strategy,China’s market share continues to increase,sales will maintain a steady growth.The study of company marketing strategy is also referred to other similar companies.