Research On Improving The Marketing Strategy Of (Japan) Sichuan DZ Pharmaceutical Company

With the deepening of China’s medical reform and the continuous promotion of "three medical linkages",a new pattern of China’s medical industry has gradually taken shape.How multinational pharmaceutical companies adjust their marketing strategies in the domestic market and seek the best development path has become an important issue facing multinational pharmaceutical companies.Looking at the documents issued by government departments at all levels in China,the medical reform system and policy environment have undergone tremendous changes.If pharmaceutical enterprises want to meet the needs of reform,they must follow the trend,keep pace with the times,and lead enterprises to move in the right direction under the guidance of policies.Based on the basic idea of "asking questions-analyzing problems-solving problems",this paper uses the method of questionnaire interview and analyzes the external environment of DZ company and its internal and external marketing strategies.In the process of research,it is found that DZ company currently has the following problems:The product structure is too single;The research and development cost is high,But it has not achieved remarkable results;The pricing mechanism is unscientific and the price advantage is not obvious;High marketing cost;The promotion method is single and the effect is not obvious.The reasons for the problems are: the flooding of the market has put pressure on enterprises;Insufficient R&D output;The production cost is too high;The marketing channel is single and lacks effective management.And use STP theory to subdivide the company’s market according to the problems the company is facing and the causes.Select the target market of the company.Position the company’s market.Formulated the product strategy,price strategy,channel strategy and promotion strategy which are in line with the company’s reality and meet the company’s development strategy.To solve the marketing problems faced by the company.And put forward specific implementation safeguard measures.The results of this paper show that: DZ pharmaceutical company should be cautious and optimistic about the market development opportunities brought by the new medical reform,and adjust its marketing strategy according to the changes of market environment and its own characteristics,so as to better grasp the market opportunity period and achieve long-term development.The upgrading schemes that DZ Pharmaceutical Company can adopt are as follows:(1)In view of the problem that the product structure is too single,the company can take Bai Sanping as the core product,introduce many varieties,and adopt product strategies such as outsourcing new products and introducing products from other branches of the group to open up their blank markets;(2)In view of the problem of high R&D cost but no obvious effect,the company can strengthen the communication with asthma patients by strengthening cooperation with relevant universities,research institutions and well-known hospitals,establish professional academic communication channels,and actively carry out new drug research and development to improve the effect of product research and development from the actual needs of patients;(3)In view of the unscientific pricing mechanism and unobvious price advantage,the company can adopt differentiated pricing strategies according to the changes of market environment and the actual situation of the company to fully enhance the price advantage of the company’s products;(4)In view of the problem of high marketing cost,the company can improve the enthusiasm and comprehensive quality of marketing personnel by improving the salary management system and strengthening the training of marketing personnel,and improve their work efficiency and performance level;(5)In view of the problem that the promotion means are single and the effect is not obvious,the company can enrich the promotion means and improve the promotion effect by combining academic,education and training and staged market compliance activities;(6)In view of the problem of single marketing channel,we can adopt the method of combining offline with network and integrating digital marketing to enrich marketing channels and strengthen the management of marketing channels.As the market information is always in the process of changing,as the second largest pharmaceutical consumer in the world,the marketing environment,market environment and policy environment of China’s pharmaceutical industry are changing rapidly.Therefore,it is difficult to fully grasp the marketing environment and information faced by pharmaceutical enterprises in the research process of this paper,and it is difficult to perfectly interpret the policy information and fully tap the market information,so the research conclusion will inevitably be biased.I hope to build a scientific evaluation system of marketing factors in the future research,provide guidance for the formulation of marketing strategy for marketers,timely grasp the emerging new factors that affect the formulation of marketing strategies,dynamically grasp the formulation of marketing strategy,to ensure the effectiveness and timeliness of the research conclusions.In addition,the interviewee did not include consumers,will continue to enrich diversity in the follow-up research.