Marketing Strategy And Strategy Optimization Of NDXY Company’s Enteral Nutrition Drugs In Suzhou Area

With the rapid development of our country’s economy,people have paid more and more attention to health needs,and nutritional status can not only reflect a person’s health level,but also the economic level of a region.Enteral nutritional medicines have caught the country’s rapid development.Since entering China in the 1990s,they have shown astonishing market potential.Although the market share of NDXY’s enteral nutrition drugs in Suzhou area is in a leading position,the market competition pattern in Suzhou area has undergone great changes in recent years.In the liquid market,we have been competing fiercely with our old rival HR company;in the powder market,we were caught up by YP company when we lost the market opportunity;in the newly emerging special medical food field,a large number of capitals are eager to try.How to deal with the current marketing problems in Suzhou?This thesis first analyzes the macro environment PEST,the micro environment five forces model,SWOT and other theories,and then combines the methods of literature review,market research and data analysis to analyze the current situation of NDXY’s marketing.And make research on marketing strategies and tactics for current marketing issues.The first is the target market strategy.Through the market segmentation,target market selection and market positioning of STP theory,medical institutions are classified according to grades and clinical disciplines,and the target market suitable for NDXY is selected.The second is the marketing mix strategy.This thesis adopts the classic 4P theory and formulates product strategy,price strategy,channel strategy and promotion strategy respectively.Among them,the product strategy is to match the corresponding products for different consumers according to the current company’s existing products and classification according to the Boston matrix.The price strategy and channel strategy are mainly to continuously optimize the strategy from the government level.The promotion strategy is expounded from three aspects:medical professional media,academic conferences,and cooperation with scientific research units.Under the premise of the company’s personnel security,information security,organizational security,and compliant operation,it is believed that the combination of the above strategies and strategies will help the company achieve social responsibility,serve more patients,and obtain certain profits.The research ideas in this thesis can provide reference for marketing in other pharmaceutical fields,and can also supplement the theory of pharmaceutical marketing.