Research On The Marketing Strategy Of Diabetes Drugs In Company D

Since the reform and opening up,the huge potential of Chinese medicine consumption has been widely paid attention to and poured into by the global drug enterprises.Especially,there are a large number of diabetes patients,and the high prevalence rate brings about the huge diabetes drug market has become a competitive field for global drug enterprises.The control of drugs under the "new medical reform" policy has brought great challenges to the diabetes drug industry.How to formulate appropriate marketing strategies to meet the challenges has become the focus of the industry.This paper takes the diabetes drug Shugenin of D company as the research object,takes the problem as the orientation,strictly follows the logical framework of problem discovery--problem analysis--problem solving,and combines the marketing strategy theory and marketing environment analysis tool to study the marketing strategy of Shugenin.First of all,the status quo and marketing environment of Hugenin drug marketing were comprehensively analyzed.The political,economic,social and technical environment of Hugenin drug marketing market were deeply analyzed in the macro environment.In the industry environment,market competitors,suppliers,consumers,potential competitors and substitutes were discussed.Secondly,based on the analysis of marketing status and marketing environment,through the consumer questionnaire,it is concluded that there are some problems in the marketing of Xiugenin drug,such as low clinical recognition,single product and lack of diversification,imperfect price system,low coverage of marketing channels and insufficient promotional activities.At the same time,the correlation analysis and regression analysis of statistical data show that the most critical marketing factors affecting the use of Shugenin drug consumers are product and price.Thirdly,combined with STP theory,the market segmentation,target market determination and market positioning of Huuguning drug were carried out,and the 4P theory was used to put forward the improvement suggestions of Huuguning drug marketing strategy of D company from four aspects of product,price,channel and promotion,especially in terms of product and price.Finally,in order to ensure the smooth implementation of marketing strategy from the product,manpower,information and capital to give the necessary safeguard measures.This paper aims to provide a theoretical basis for D Company’s diabetes drug Shugenin in the implementation of domestic marketing strategy,but also to provide a certain reference for D company to develop advantageous marketing strategy.