Research On The Marketing Strategy Of The Financial Leasing Business In The Biopharmaceutical Market Of H Company

After decades of development in China,although the market penetration rate is still lower than that of developed countries,financial leasing has become an important financing method for Chinese enterprises and is widely used in industrial equipment,aircraft and ships,equipment manufacturing,medical and other industries.In 2021,the macroeconomic situation will be more complex and severe.COVID-19 is wreaking havoc all over the world.The comprehensive game between China and the United States is becoming more and more intense.The total local government debt will gradually rise,the microeconomic pressure will be huge,the default of private enterprises will continue to rise,and the financial leasing industry will be transformed.Slow progress.Company H is a financial leasing company affiliated to key enterprises in Shandong Province.After years of intensive industry development,it has laid a certain business foundation in new energy,transportation,environmental protection,education,medical care and other fields.However,in the current macroeconomic environment and Shandong Province Under the dual pressure of enterprise reform,the company’s further development also encountered certain problems.According to the latest reform plan of Shandong SASAC and H Group,the parent company of H Company,H Company’s business should be developed around H Group’s three major industries of medicine,chemical industry and environmental protection.As the main financial sector of H Group,Company H is responsible for assisting the development of industrial companies within the system.According to the 14th Five-Year Plan,the biopharmaceutical industry is a key development industry in my country in recent years and in the future,and the biopharmaceutical industry in Shandong Province also has great development potential.Biopharmaceutical enterprises are highly specialized and in the early stage of industrial development,and financial institutions are often difficult to provide financial support to them.The author chooses to study the marketing strategy of H company’s financial leasing business in the biopharmaceutical market.First,biopharmaceuticals have great development potential;secondly,H company can rely on the professional background of the pharmaceutical industry;Enterprise-based,there are clear funding needs.Under the guidance of STP theory,five forces model analysis,pest analysis,7Ps theory and other related marketing theories,this thesis completes the research on the internal and external environment of H company’s marketing in the biopharmaceutical market.improvement measures.Combining strategies and safeguards for the marketing of financial leasing business in the biopharmaceutical market are proposed.This thesis firstly analyzes the marketing environment of H company.Through macro analysis,it is concluded that financial leasing has a better marketing environment in the biomedical market and has objective marketing value.Using Porter’s five forces model to analyze the environment of H company in the biomedical industry,it is concluded that H company has greater competitive pressure from industry competitors and the threat of substitutes.Analyze the internal environment,analyze the internal structure,system,and marketing status of the biopharmaceutical market of H company,and summarize the internal advantages and disadvantages of H company.At the same time,the above analysis is corroborated by the expert evaluation method.Based on the above analysis results,using STP theory,market segmentation and positioning of biopharmaceutical production and marketing from two aspects of industrial chain and geographical location,through 7Ps theory,in-depth analysis from seven aspects,and put forward corresponding improvement suggestions:Standardized financial leasing product design for different market segments of the pharmaceutical market;accurate product price formulation for different market segments;optimization of channels,promotions,and process control strategies for the biopharmaceutical market,taking multiple measures to reduce the capital cost of company H;Promote personnel and tangible display strategies to highlight Company H’s brand value in the biopharmaceutical market.Finally,in order to ensure the smooth implementation of the above strategies,this thesis proposes effective implementation measures for the marketing mix strategy:First,strengthen human resources guarantee from three aspects:developing industrial background talents,promoting talent exchanges with industrial companies,and building a daily training system;The second is to closely follow the leading financial leasing companies and strengthen the construction of the financial technology system;the third is to formulate a perfect and practical performance appraisal system to realize the transmission of pressure;the fourth is to sort out the cooperative banks and connect with the biomedical business in advance.