Research On Market Competitiveness Evaluation And Promotion Strategy Of DY's Bokaiqing Products

With the acceleration of the aging process of the population,the increasing number of associated diseases in the elderly,and the increasing market demand for related drugs.In this social background,the state has issued a series of relevant policies to guide and support,China's pharmaceutical industry ushered in a period of rapid development.In such an environment full of opportunities and challenges,how to enhance the competitiveness of the product market has become a difficult problem for many enterprises in the pharmaceutical industry.Through the evaluation of DY company's market competitiveness and promotion strategy,this paper aims to find out the problems existing in DY company's market competitiveness and clarify its deep-seated origin Because,and put forward DY company to improve the market competitiveness of Bo Kaiqing products research.This paper first introduces the connotation of competitiveness,market competitiveness and pharmaceutical market competitiveness according to the relevant theories of competitiveness,and analyzes the general situation of DY companies and the current situation of market competitiveness and management of DY companies.The influencing factors and evaluation methods of pharmaceutical market competitiveness are analyzed.According to the theory of market competitiveness evaluation and the characteristics of drugs themselves,the evaluation index system of market competitiveness evaluation of Bo Kaiqing is constructed from three aspects:improving management level,increasing resource input and improving market level.Secondly,through expert evaluation and questionnaire survey to determine the evaluation criteria,using AHP to establish the market competition of Bo Kaiqing products force evaluation model,and use the model to calculate the weight of each index is small.Finally,according to the research and evaluation results,combined with the characteristics of the development of the pharmaceutical industry and the relevant theories of market competitiveness,from the policy impact,drug price,brand awareness,management ability,resource input,human resources,key projects and service level,the specific countermeasures to enhance the market competitiveness of DY company's Bo Kaiqing products are put forward.