Research On The Optimization Of J Prescription Drug Marketing Strategy Of H Company Under The Background Of New Medical Reform

As the China’s economic power continues to grow,its pharmaceutical industry is developing rapidly with it.However,due to the continued presence of certain abnormal practices in the medical and health systems,caused by certain systemic and knowledge deficiencies in the industry,the state kicked off new medical reforms in 2009.With the continued advancement of national policies,the marketing environment of prescription drugs in China has undergone tremendous change,bringing along a host of new opportunities and challenges.This thesis focuses on optimizing the marketing strategy of pharmaceutical company H’s prescription drug,J.Specifically,this study outlines the features and marketing characteristics of J in the context of relevant policies from the new reforms.Using literature analysis,questionnaire data,and case analysis,marketing optimization strategies are proposed to address the problems associated with the current marketing strategy based on the PEST,Porter’s Five Forces,SWOT,STP,and 7Ps marketing theories.Firstly,the 7Ps marketing theory,combined with the questionnaire data,was employed to evaluate the current situation and existing problems associated with the company H’s product J’s marketing strategy from the aspects of product,price,place,promotion,people,process and physical evidence.Secondly,the macro,industry and internal environment of the company’s drug J were analyzed in the context of the new medical reforms,followed by a comprehensive analysis of the strengths,weaknesses,opportunities,and threats using the SWOT method.A feasible marketing strategy based on the above was then formulated.Thirdly,the target customer and market positioning of J were selected based on three aspects:market segmentation,target customer,and market positioning.Fourthly,J’s marketing strategy was systematically and comprehensively optimized according to the current circumstances of China’s pharmaceutical industry and the 7Ps marketing theory.Lastly,the effective implementation of marketing strategy was secured from four aspects: human resources system,financing quality,management innovation,and corporate culture construction.Through the above optimization of the marketing strategy of J,H can obtain higher market competitiveness.At the same time,it is hoped that the marketing strategy optimization plan will not only further promote the development of relevant theories of drug marketing in China,but also provide reference value for similar companies to optimize their product marketing strategies.