Research On The Optimization Of Pfizer's Lipitor Drug Marketing Channel

Under the influence of medical reform policy,the development and change of China’s pharmaceutical industry has a huge impact on the marketing of pharmaceutical enterprises.Marketing channel is the connection between pharmaceutical enterprises and consumers,so a reasonable,scientific and efficient marketing channel is very helpful for pharmaceutical enterprises to occupy the market.As an international company,Pfizer’s products are sold all over the world,especially Lipitor,which is used to reduce blood pressure.In the dynamic change of domestic and foreign pharmaceutical industry,Pfizer must seize the development opportunity to do a good job in marketing.This paper takes the marketing channel of Lipitor company as the research content,supply chain theory and channel management theory as the theoretical basis,and analyzes the current situation and existing problems of Lipitor channel marketing of Pfizer company through literature research and questionnaire survey.First of all,it analyzes the background and significance of Pfizer Lipitor’s product marketing channel.Secondly,it obtains the current problems of Pfizer’s Lipitor’s marketing channel through questionnaire survey.Finally,it puts forward the marketing channel optimization strategy and safeguard measures based on the principle of maximum benefit,efficient,sustainable development and benefit sharing.It is found that in terms of channel structure,Pfizer does not have enough control over dealers,and the status quo of fleeing goods is serious;in terms of channel behavior,Pfizer’s channel price is chaotic,and the service level of marketing personnel is low;in terms of channel relationship,Pfizer has little communication with dealers,and the loyalty of dealers is not high.Based on this,this study proposes that Pfizer should strengthen the management of channel members,put an end to the behavior of fleeing goods,improve the price system,strengthen the construction of talents,and strengthen the communication with dealers to establish a good cooperative relationship.In order to achieve corporate profitability,improve operating efficiency,increase channel member support,consumer satisfaction.