Research On Marketing Strategy Of H Company’s Anti-Tumor Drug ARK

In recent years,the fields of cell biology and molecular biology have made great progress,especially the signal chain of tumorigenesis mechanism and the microscopic analysis of molecular structure.At present,tumor diagnosis and treatment has developed from the deep-level intervention of the previous organization to the molecular level of cellular and tumor immune intervention.The PD-1/L1 target of tumor immune intervention has also become an important content of the immunotherapy target of global attention in recent years.This article uses H Company’s PD-1 product(trade name: ARK),based on the 4Ps theory,and in turn combines the dimensions of product,price,channel and marketing to give an in-depth overview of H Company’s current marketing mechanism.In the product field,the core includes concept leadership,expansion of indications,and cooperation to make up for shortcomings.At the price level,it emphasizes the core of national medical insurance negotiations with functional departments.Combining patient assistance projects,reducing drug costs and increasing drug availability;channels,There are traditional hospitals to buy medicines,DTP pharmacies,overseas market cooperation,etc.,while H company chooses the direct sales model to carry out sales activities,fully guarantees the level of marketing team building on the basis of extensively drawing on existing advanced experience,and realizes precise division of labor and full collaboration.Create efficient and complete self-operated sales channels to achieve its strategic goals of market expansion and expansion;sales promotion mainly includes public welfare marketing and academic promotion,and academic promotion includes academic preparation,academic visits,academic conferences,academic services,etc.This article uses research mechanisms such as PEST and SWOT to conduct in-depth research on ARK’s marketing strategy,laying an important foundation for the next stage of research.This time,in combination with technologies such as the Internet and big data,the brand marketing system,channel development mechanism,functional department negotiation mechanism and other plans are given for the life cycle stage of ARK.At the same time,the guarantee mechanism of personnel,system and culture has been improved to ensure the marketing strategy can proceed smoothly.Finally,summarize the full dissertation.