| In 2020,breast cancer became the most common cancer in the world,among which HER2 positive breast cancer was more aggressive and had a poor prognosis.As a leading pharmaceutical enterprise in China,the innovative drug Pyrotinib(hereinafter referred to as product B)independently developed by H Company has brought a new treatment option for HER2-positive breast cancer patients since it was launched in 2018.With the introduction of medical insurance through national negotiations in 2020,and gradually included in the guidelines for recommendation,it has been applied more and more widely.But in recent years,more drugs targeting HER2 have been published,making the market competition more fierce.From the second half of 2021,the growth rate of B product was weak,and sales target was difficult to achieve,encountered serious sales bottleneck.Therefore,optimizing the marketing strategy of this product became the top priority.This paper takes the B product of H company as the research object.Firstly,based on the literature review at home and abroad and guided by STP and 4P marketing theories,the current marketing situation and marketing environment of B product are studied.SWOT analysis is adopted to analyze the company’s strengths and weaknesses as well as opportunities and threats.Secondly,based on the 4P marketing theory,interviews and questionnaires are designed to further analyze the problems of B product in the marketing strategy.Finally,it is found that product B has four problems:inaccurate market positioning,lack of price competitiveness,chaotic online sales channels and insufficient product promotion.Under the guidance of marketing theory,to solve the above problems,four aspects were proposed to optimize the product positioning,optimize the drug donation policy,plan and supervise the network channels,and carry out diversified and differentiated promotion methods.Finally,around the implementation of the optimization plan,from the organization,personnel,system and resources of the four aspects of safeguard measures.The research results of this paper are expected to help H Company develop more targeted and feasible sales strategies for B products,achieve sales growth,and help the company establish brand positioning and enhance industry competitiveness.At the same time,it can also provide some reference value for other pharmaceutical managers in the industry. |
