Research On Marketing Strategy Of HW Pharmaceutical Company

Since 2009,China’s pharmaceutical marketing has formally entered the transformation stage of policy norms.The implementation of the health care reform policy focuses on solving the core problems of high drug prices and unsightly medical treatment for the common people.A basic drug system and a basic medical insurance system have been established.In the field of drug circulation,the implementation of policies such as purchasing with quantity,two-ticket system and consistency evaluation has accelerated the shuffling of the pharmaceutical industry in China,and the overall development from high-speed to high-quality.At the same time,China’s economic,social and technological environment is constantly changing,the aging of the population is becoming more and more serious,the policy of second child continues to open up,the pace of life and work is accelerating,the sub-healthy population is increasing,the level of economic income has been significantly improved,and people’s health awareness has been strengthened.These factors are stimulating the development of the pharmaceutical industry.This paper chooses HW Pharmaceutical Company as a case.HW Pharmaceutical Company,relying on the development of HW Group for many years,has now begun to take shape.But HW Pharmaceutical Company has many problems in the formulation of marketing strategy.By analyzing the current situation and problems of products,prices,channels and promotions of HW Pharmaceutical Company in its marketing mix strategy,this paper finds that there are many problems in the marketing mix strategy,such as serious homogeneity of products,more prescription drugs,serious channel interception,single terminal promotion mode and lack of overall planning.At the same time,we continue to analyze the external environment of HW Pharmaceutical Company,and further use SWOT to analyze the internal strengths and weaknesses of HW Pharmaceutical Company,as well as the opportunities and threats faced by the external.Finally,starting from the actual situation of HW Pharmaceutical Company,using 4P marketing theory combined with the actual needs of terminal customers,using 4C marketing theory to formulate strategies,and using 4V marketing theory knowledge to formulate promotion strategies when formulating terminal promotion strategies combined with 4C.Finally,a series of measures,such as "Strategic Research Department" and "Enterprise Core Key Talents Plan",are boldly put forward to ensure the effective implementation of the strategy.It is hoped that through these practical suggestions,HW Pharmaceutical Company can provide reference on marketing strategy.